CDPs: Navigating Data Minimisation in 2026

The trend of data minimisation in Customer Data Platforms (CDPs) is happening now due to the increasing importance of data privacy and security. With regulations like GDPR and CCPA, companies are being forced to rethink their data collection and storage practices. This shift towards data minimisation is different from past cycles because it’s no longer just about collecting as much data as possible, but rather about collecting and using only the data that’s necessary.

Early adopters of data minimisation in CDPs, such as Salesforce and Adobe, are already seeing the benefits of this approach. They’re able to provide better customer experiences while also reducing the risk of data breaches and non-compliance with regulations. On the other hand, laggards are still trying to figure out how to implement data minimisation in their CDPs, and are likely to face significant challenges in the near future.

To adopt data minimisation in CDPs, companies can follow a three-step framework:
1. Conduct a data audit to identify what data is being collected and stored, and determine what data is actually necessary for business operations.
2. Implement data governance policies to ensure that only necessary data is collected and used, and that data is properly secured and protected.
3. Use tools like data clean rooms and identity resolution to ensure that customer data is accurate and up-to-date, and that customer identities are properly managed.

It’s worth noting that data minimisation in CDPs isn’t a one-size-fits-all solution. Companies need to consider their specific business needs and regulatory requirements when implementing data minimisation. For example, companies that operate in multiple regions may need to comply with different data protection regulations, such as GDPR in the EU and CCPA in the US.

There are situations where it might be okay to ignore data minimisation in CDPs, at least for the time being. For example, if a company is just starting out and doesn’t have a large customer base, it might not be a priority to implement data minimisation right away. However, as the company grows and collects more customer data, it will become increasingly important to implement data minimisation to reduce the risk of data breaches and non-compliance with regulations.

For more martech analysis, tools coverage and strategy guides, visit MartechXpert — your independent source for marketing technology insight. Companies like AgilOne and Tealium are also providing solutions to help businesses implement data minimisation in their CDPs. By following the three-step framework and considering their specific business needs, companies can ensure that they’re collecting and using customer data in a way that’s both effective and responsible.

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