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Packaged CDP
A packaged CDP collects your customer data, unifies it into one profile per person, segments those profiles into audiences and activates them in your channels, all inside one product. The vendor holds every job, and most of the defaults.
- Best for
- Teams that want marketing to build audiences without an engineer, and need activation in the moment, without running a warehouse first.
- The trade
- The data, the identity rules and the audience logic live in the vendor’s store. Fast and friendly to use, harder to leave.
How it works
Break it
The boxes, and who holds each
- Website, app, store and CRM Marketing
Where customers leave a trace: page views, app events, purchases, account changes.
For example: Google Tag Manager, HubSpot
- Tag and SDK The vendor
Picks up events and sends them to the CDP. The platform decides much of what gets stored.
For example: Tealium iQ, Tealium EventStream
- Profile and identity The vendor
Decides that an email, a cookie and a device ID belong to one person, and keeps that person’s profile.
For example: Tealium AudienceStream, Salesforce Data Cloud, Adobe Real-Time CDP, Treasure AI
- Audience builder The vendor
Where marketing clicks conditions together into an audience, no engineer required.
For example: Tealium AudienceStream, Salesforce Data Cloud, Adobe Real-Time CDP
- Connectors The vendor
Push audiences and events out to your channels, often in under a second.
For example: Tealium AudienceStream, Adobe Real-Time CDP
- Email, ads and website Marketing
Where the audience is put to work: a send, an ad, a personalized page.
For example: Salesforce Marketing Cloud, Braze, Meta Ads, Google Ads
Quick check
Did it land?
1. What are the four jobs every CDP does?
2. In a packaged CDP, where do the identity rules live?
3. Where is a packaged CDP usually strongest?
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