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Data Collaboration 101 Glossary: Acronyms & Definitions to Know

  • 2 min read


A customer data platform (CDP) is a solution that gathers and unifies first-party customer data—from multiple sources—to build a single, organized, complete view of each customer.

Clean Room

Neutral spaces where two or more parties can collaborate without either party (or parties) having access to the other’s customer PII data.


Consumer packaged goods (CPG) are items used daily by average consumers that require routine replenishment, such as food, beverages and household products.These goods are produced on a large scale and generally have a short lifespan. CPG companies sell their goods to retailers, which in turn sell to consumers.


Data Management Platform (DMP) is an execution hub where audiences are collected and marketing campaigns are launched, analyzed, and optimized

Data Collaboration

Data collaboration is gathering and sharing data from various sources to unlock combined data insights that can be used to create new products, run analytics or build targeted campaigns.


Solution or technology for managing your company’s relationships and interactions with customers and potential customers.


Identity connects online and offline touch points across the consumer journey while keeping a customer’s personal information secure with a single unified customer ID.

Identity Resolution

Identify resolution is the near real-time process of connecting hundreds of identifiers, used by different channels, platforms and devices.

It enables marketers—along with supporting agencies, technology platforms, data owners and publishers—to tie them back to the same person in a deterministic, privacy-safe way for people-based targeting, measurement and personalization.


This is a mechanism in which you can collaborate, activate, measure, target, and attribute downstream or upstream touchpoints in a way that doesn’t break the customer journey and does not leave the core identifier or person or household being fragmented or unknown. This method provides opportunities for partner collaboration, identity resolution, measurement, attribution, as well as return on investment.


Intellectual property is the richest source of insight into your ideal customer—data that’s collected, owned, and managed by your organization. It’s the data collected by you, from your audience and customers, and stored in your systems.

So, technically, it should be the easiest to learn from and activate. But if you can’t tie the data in all your siloed systems (like your marketing platforms, CRMs, POS systems, ERPs, contact center databases, etc.) back to real people, it’s not so easy to tap into.

Learn more in The Marketer’s Guide to Business Transformation through Data Collaboration.

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