Customer data infrastructure

Customer data infrastructure (CDI) is a comprehensive framework that includes the systems, tools, and processes necessary to collect, store, and manage customer data from various sources. This infrastructure is crucial for creating a unified view of customers, enabling better decision-making and personalized marketing strategies. CDI consists of data warehouses, integration tools, and analytics platforms that work together to ensure data integrity and accessibility.

The main difference between a CDI and a customer data platform (CDP) is their approach to data. CDI provides the foundational architecture for data management, while a CDP is a specialized tool that allows businesses to analyze this data for actionable insights. CDP focuses on enhancing customer engagement through targeted marketing efforts.

For more information about CDP, read our articles:


  • From Customer Data Platform to Data Activation: Why we’re evolving our approach

    Our Customer Data Platform module is now called Data Activation, reflecting a fundamental shift from data collection to outcome-driven action. We’re changing more than just a name – we’re refocusing on what truly matters: turning behavioral insights into immediate business results.

  • Life after GA4: Why EU organizations are going local

    When Universal Analytics was phased out in 2023, and GA4 rolled out with complexity, many European organisations were forced to rethink how they measure success. For more and more, the solution is clear: use analytics built for Europe, by Europe. Why sovereignty matters Data sovereignty isn’t just a buzzphrase. Under GDPR and the Schrems II…