🗓️ Live Webinar December 7: How InfluxData eliminated data silos in weeks with RudderStack

Log in



RudderStack as Customer Data Infrastructure

Blog banner


We'll send you updates from the blog and monthly release notes.

Eric Dodds

Eric Dodds

Head of Product Marketing at RudderStack

July 01, 2022

One question our team often hears is: “is RudderStack a customer data platform, or customer data infrastructure?”

This is a tricky question because the term customer data platform (CDP) has a lot of history, primarily in the world of marketing. More specifically, CDPs are traditionally used by marketing teams to deliver the ‘last mile’ of the customer experience in the form of emails, messages and ad campaigns.

If you answer the question from that perspective, RudderStack provides customer data infrastructure (CDI). Our product doesn’t send emails and isn’t built for marketers to execute campaigns—it is built for data teams who collect and distribute customer data across their companies (including marketing and their toolset). In fact, our product integrates with multiple marketing CDPs and our customers use RudderStack to feed them with data.

As with any set of terms, though, referring to RudderStack as only “infrastructure” doesn’t tell the entire story, because we enable all sorts of powerful use cases with data, they just occur either in your data warehouse or downstream tools (including CDPs used by marketing teams).

One example of a product feature that transcends the infrastructure term is identity resolution. Our SDKs track anonymous and known users and push a fully transparent identity graph into your data warehouse (as opposed to living in a third-party black box). That doesn’t mean we compete with marketing CDPs that also offer identity resolution. In fact, it’s the opposite: better, more comprehensive, more transparent customer data from RudderStack helps make downstream identity resolution better.

The identity resolution example reveals a big part of our fundamental vision at RudderStack: we want to give you full control of all of your customer data in your warehouse and make it easy for you to push that data to every team and tool in your stack.

Eric Dodds


Eric Dodds

Head of Product Marketing at RudderStack

Recent Posts


A Practical Guide to The Modern Data Stack: The Data Maturity Journey

By Eric Omwega

Five Ways To Shorten Time To Value for Your Customer Engagement Data

By Christie Green

Why it's hard to build a 360-degree view of your customer

By Soumyadeb Mitra, Eric Dodds

See all posts



We'll send you updates from the blog and monthly release notes.

Get Started Image

Get started today

Start building smarter customer data pipelines today with RudderStack. Our solutions engineering team is here to help.

Sign up for freeGet a demo


  • About
  • Contact us
  • Partner with us
  • 🚀 We’re hiring!
  • Privacy policy
  • Terms of service


Learn more about the product and how other engineers are building their customer data pipelines.

Join our Slack Community


Technical documentation on using RudderStack to collect, route and manage your event data securely.

Go to Docs

© RudderStack Inc.

This site uses cookies to improve your experience. If you want to learn more about cookies and why we use them, visit our cookie policy. We’ll assume you’re ok with this, but you can opt-out if you wish cookie settings.