Enter the Customer Data Platform (CDP)—a data discovery and “decisioning” (i.e. automated decision making) platform. The CDP makes it possible for marketers to scale data-driven customer interactions in real time. And while CDP hasn’t really broken into the Gartner Magic Quadrant or Forrester Wave, it is gradually becoming an industry-standard concept, with a small but growing cadre of third-party platforms emerging that will soon shape the category.

https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/the-heartbeat-of-modern-marketing?cid=other-eml-alt-mip-mck&hlkid=cafd755d405b493eb929f91bda7c6fb9&hctky=1558268&hdpid=8f4dc6a9-dbd1-4130-a08b-17bc1213318e