--- [ ![Acquia CDP product page](/sites/default/files/styles/product_header_icon/public/media/image/2025-04/Acquia%20CDP%20Logo_0.png?itok=1In2h_eK) Acquia CDP ](/products/acquia-cdp) - [Features](/products/acquia-cdp/features) - [Use Cases](/products/acquia-cdp/use-cases) - [Add Ons](/products/acquia-cdp/machine-learning-studio) - [Machine Learning Studio](/products/acquia-cdp/machine-learning-studio) - [Interactive Queries](/products/cdp/interactive-queries) - [Resources](https://www.acquia.com/resources?marketing_cloud_product%5B0%5D=30766) - [All Resources](https://www.acquia.com/resources?marketing_cloud_product%5B0%5D=30766) - [Blog](https://www.acquia.com/blog?category=429616) - [Case Studies](https://www.acquia.com/resources/case-studies?industry=&product=30766&page=0) - [Integrations](/integrations?product=30766) [Support](/products/acquia-cdp/support) ## Breadcrumb 1. [Home](/) 2. [Products](/products) 3. Acquia CDP ![](/sites/default/files/media/image/2025-05/CDP%20Home%20Page%20Hero%20Background_0.svg) Image ![Acquia CDP](/sites/default/files/media/image/2025-05/Acquia%20CDP%20Logo.svg) # Drive Engagement with Data Personalize marketing, and unlock insights to elevate customer experiences. ![web browser for a clothing line with product UI showing customer data of previous purchases and total spent. Additionally showing product UI of 8 out of 10 likelihood to pay full price.](/sites/default/files/media/image/2025-05/CDP%20Home%20Page%20Hero%20Graphic_1.svg) ![web browser for a clothing line with product UI showing customer data of previous purchases and total spent. Additionally showing product UI of 8 out of 10 likelihood to pay full price.](/sites/default/files/media/image/2025-05/CDP%20Home%20Page%20Hero%20Graphic_1.svg) ![web browser for a clothing line with product UI of 8 out of 10 likelihood to pay full price.](/sites/default/files/media/image/2025-05/CDP%20Page%20Hero_Mobile.svg) [ ![sun and ski sports customer story](/sites/default/files/media/image/2025-05/sun%20and%20ski%20sports%20Logo_Formatted_Customer%20Story.svg) ](/events/webinars/sun-and-ski-sports-using-cdp-reach-customers-where-they-are) [ ![MCM customer story](/sites/default/files/media/image/2025-05/mcm%20Logo_Formatted_Customer%20Story.svg) ](/resources/customer-stories/mcm-worldwide) [ ![Francescas Customer Story](/sites/default/files/media/image/2025-05/francescas%20Logo_Formatted_Customer%20Story.svg) ](/resources/customer-stories/francescas) [ ![J Crew customer story](/sites/default/files/media/image/2025-03/JCrew%20Logo_Formatted_Customer%20Story.svg) ](/resources/customer-stories/jcrew) [ ![Arcelik customer story](/sites/default/files/media/image/2025-05/arcelik%20Logo_Formatted_Customer%20Story.svg) ](/resources/customer-stories/arcelik) ## Take Control of Your Data Improve your marketing strategies and create better customer experiences by using our Customer Data Platform (CDP) to manage your data and uncover valuable insights. Video Thumbnail ![Stylized graphic with the Acquia CDP logo](/sites/default/files/styles/video_with_text/public/video-thumbnails/2024-02/Acquia%20CDP%20Video%20Thumbnail.jpg?h=9559511e&itok=KPXRW9gW) ## Let Us Help Your Team Help Your Customers ![screenshots and line art of the CDP interface](/sites/default/files/styles/text_with_floating_image_desktop/public/media/image/2023-06/Acquia%20CDP%20Microsite%20Home%20Page_Loyalists.png?h=b0ca2334&itok=Ix9ZfKCF) ### Digital Marketers: Boost Customer Loyalty Use what you know about customer behavior to create smooth and connected experiences across all channels. [See how marketers can increase ROI](/blog/improving-marketing-roi-customer-data-platform "Improving Marketing ROI with a Customer Data Platform (CDP)") ![screenshots and line art of the CDP interface](/sites/default/files/styles/text_with_floating_image_desktop/public/media/image/2023-06/Acquia%20CDP%20Microsite%20Home%20Page_360%20Customer%20View.png?h=a46441bf&itok=Hxd9UhRH) ### Marketing Operations: Get a Full Customer Profile Having a complete view of customer data helps you personalize experiences and make smarter marketing decisions. [See how to activate your data](/resources/e-book/working-customer-data-collection-activation "Working With Customer Data: From Collection to Activation") ![screenshots and line art of the CDP interface](/sites/default/files/styles/text_with_floating_image_desktop/public/media/image/2023-06/Acquia%20CDP%20Microsite%20Home%20Page_Data%20Analysis.png?h=899f0e10&itok=B2LqTF0d) ### Data Analytics: Unlock the Power of Proper Data Analysis Give everyone in your organization access to shared data so they can analyze it effectively both on their own and as a group. [See how to meet customer needs](/resources/e-book/data-democratization-giving-employees-and-customers-what-they-want "Data Democratization: Giving Employees and Customers What They Want") Read the E-Book ##### Customer Data Platforms 101: Everything you Need to Know [Get Access Now](/resources/e-book/customer-data-platforms-101-everything-you-need-know) ## Customer Testimonial --- Image ![5 orange stars](/sites/default/files/styles/wysiwyg_small_logo_desktop/public/media/image/2023-06/Frame%204141.png?itok=wlpNeHTh) **"Acquia's CDP has been an incredible resource for hand-tailoring messages to customers' unique needs."** Data Analyst Mid-Market (51-1000 emp.) [Read the Full Review at G2](https://www.g2.com/products/acquia-marketing-cloud/reviews?utf8=%E2%9C%93&filters[nps_score]=5) Image ![pink droplet with line art of a man inside](/sites/default/files/styles/wysiwyg_full_no_crop_/public/media/image/2023-03/Line%20Art%20Testimonial%20Graphic_Pink%20and%20Orange.png?itok=swAqowns) ## Acquia CDP Has Endless Capabilities Image ![Pink person with frame around them icon](/sites/default/files/styles/wysiwyg_large_icon_desktop/public/media/image/2022-08/Customer%20Experience%20Personalization%20Icon.png?itok=0LQdsZ6N) ### Personalized Experiences Use predictive tools to create personalized content tailored to customer behavior. Image ![Pink arrow in bullseye icon](/sites/default/files/styles/wysiwyg_large_icon_desktop/public/media/image/2022-08/Acuurate%20Icon.png?itok=n_3a8vxa) ### **Precise Customer Segments** Create customer segments with persona models built from a wide range of variables. Image ![Pink lightbulb with arrows coming out of it and dollar sign in middle](/sites/default/files/styles/wysiwyg_large_icon_desktop/public/media/image/2022-08/New%20Revenues%20Icon.png?itok=gqBdKLws) ### Tailored Action Models Use recommendation tools to decide the best next steps for groups of customers and individual shoppers. Image ![Pink infographics with a clock in front of it](/sites/default/files/styles/wysiwyg_large_icon_desktop/public/media/image/2022-08/Real%20Time%20Data%20Icon-1.png?itok=8oFIJ8mQ) ### **Centralized Data** Bring all data control into one place to improve efficiency, management, and security. Image ![navy and pink icon of a speedometer with the arrow pointing at a lower speed](/sites/default/files/styles/wysiwyg_large_icon_desktop/public/media/image/2023-06/Icon_Reduce_Pink.png?itok=91anDA81) ### **Deploy Faster** Manage and launch campaigns across your organization from one platform to keep efforts aligned. Image ![navy and pink line art of a lock with 8 stars around it](/sites/default/files/styles/wysiwyg_large_icon_desktop/public/media/image/2023-06/Icon_GDPR_Pink.png?itok=Jnzevcwu) ### **GDPR Compliance** Self-service tools for data deletion help meet GDPR, CCPA, and other privacy rules. Image ![Pink Stop watch with checkbox next to it](/sites/default/files/styles/wysiwyg_large_icon_desktop/public/media/image/2022-08/Faster%20Icon_0.png?itok=WIUA538L) ### Self-Sufficient Campaign Creation Build campaigns faster by working independently without needing IT or external help. Image ![pink and navy bomb icon next to an icon of a silo](/sites/default/files/styles/wysiwyg_large_icon_desktop/public/media/image/2022-08/Destroy%20Internal%20Silos.png?itok=0wvehvwc) ### **Data Visualization** Make data visual and easy to use so you can quickly see how resources are used throughout the customer journey. Image ![pink and navy Megaphone icon](/sites/default/files/styles/wysiwyg_large_icon_desktop/public/media/image/2022-08/megaphone.png?itok=mM7HvQjn) ### **Unified Platform** Set up a shared, central system to bring data together and build complete customer profiles. Frequently Asked Questions What is a Customer Data Platform (CDP) and how is it different from a CRM? A Customer Data Platform (CDP) collects and unifies customer data from all sources — website, mobile, email, POS, CRM, and more — into a single, persistent customer profile that marketing teams can act on in real time. Unlike a CRM (which primarily stores sales interactions), a CDP captures behavioral and transactional data from every touchpoint to create a 360-degree view of each customer. Acquia CDP enables marketers to use this unified data for hyper-personalized campaigns without relying on engineering resources. How does Acquia CDP unify customer data from multiple sources? Acquia CDP uses identity resolution to match and merge customer records across channels — connecting anonymous web visitors to known customers, reconciling different email addresses or device IDs belonging to the same person. It ingests data from your CRM, ecommerce platform, email tools, mobile apps, and offline sources through pre-built connectors and APIs. The result is a single, deduplicated customer profile updated in real time that serves as your organization's source of truth for customer data. Why do marketers need a CDP instead of relying on first-party cookies? Browser privacy changes, iOS tracking restrictions, and third-party cookie deprecation have made traditional tracking unreliable — a CDP solves this by unifying consented first-party data collected directly from your customers across all channels. With a CDP, you own your customer data independently of any single platform or browser's privacy policies, making your marketing more resilient and privacy-compliant. Acquia CDP helps brands build direct data relationships with customers that don't depend on third-party tracking. What kinds of personalization does Acquia CDP enable? Acquia CDP enables segment-of-one personalization at scale by applying machine learning models (propensity scores, churn prediction, LTV modeling, product affinity) to unified customer profiles. Marketers can build dynamic audience segments, trigger personalized email journeys, customize website content, and optimize ad targeting — all without writing SQL queries. Pre-built ML models make advanced personalization accessible to marketing teams without data science expertise. How does Acquia CDP help with GDPR and data privacy compliance? Acquia CDP is built with privacy-by-design principles, offering consent management, data subject request (DSR) handling, data residency options, and audit trails that simplify GDPR, CCPA, and other privacy regulation compliance. Customer consent preferences captured at any touchpoint are automatically propagated across the CDP so marketing activation always respects each customer's consent status. This reduces the legal and operational burden of managing privacy compliance across a fragmented data landscape.