The Customer Data Platform (CDP) is steadily gaining traction as a way to centralize all customer data into a “gold master,” with other customer databases — such as customer relationship management systems (CRMs) — acting as another data source or a data destination.

Hoping to raise CDPs up a notch or two, a new one is launching this week into general release after a 17-month stealth period. Called Amperity and offered as the first product from a Seattle-based company of the same name, it is touting itself as a kind of CDP on steroids.

CEO Kabir Shahani told me that other CDPs are “evolved from CRM, tag management, or DMPs [data management platforms],” while his is evolved “more from MDM” or master data management, and is thus designed for industrial-strength data management.

[Read the full article on MarTech Today.]