Customer Data Platforms (CDP)

Best Customer Data Platforms (CDP) include:

Treasure Data.

Customer Data Platforms (CDP) TrustMap

TrustMaps are two-dimensional charts that compare products based on trScore and research frequency by prospective buyers. Products must have 10 or more ratings to appear on this TrustMap.

Customer Data Platforms (CDP) Overview

What are Customer Data Platforms?

A Customer Data Platform (CDP) is a customer database from which complete, accurate customer profiles can be built. The profiles support segmentation and building targeted marketing campaigns. The CDP is primarily a data store and not a campaign execution tool. It contains technologies to collect data from customer touchpoints and share information gathered across marketing systems. This improves marketing interactions and customer relationships.


The defining characteristic of a CDP is that it gathers all available first-party customer data from CRMs, websites, email marketing, ads, and point of sale systems into a single place. Tag management systems are responsible for collecting some of this data, such as cookie and user behavior data. The resulting customer profiles can be enriched with additive data such as lifetime value to provide a unified view of all customers. Consolidated data can then be sent to marketing execution partners in real-time, via data connectors.


The CDP has some characteristics in common with Data Management Platforms (DMPs). DMPs are also marketing data stores but are narrower in focus. Though they sometimes handle first-party data (i.e. data a firm has collected about its own audience) DMPs are traditionally third-party data aggregators and consist of behavioral data purchased from publishers. They are concerned with high volume, top-of-the-funnel data. CDPs, on the other hand, are concerned with middle-of the funnel data and customer conversion.

Customer Data Platform Features & Capabilities

Customer data platforms provide the following feature sets:

  • Collect and reconcile data from a multitude of data sources

  • All customer touchpoints generate usable data

  • Cross-device, cross-platform customer journey tracking

  • Purchase history, browsing, shopping cart, and other data included

  • Create a centralized 360 view of customer profiles

  • Accessibility of customer data to marketing systems

  • Marketing-defined business rules

  • Profile enrichment with product data matching

  • Person identifier to unify data across-platforms

  • Audience segments, profiling for marketing campaigns

  • Marketing technology integrations (e.g. MAP, RTIM, email marketing, etc)

  • Predictive customer analytics for real-time interaction management

Pricing Information

CDPs are generally available on a monthly or annual subscription. Pricing is tiered to the number of monthly tracked users (MTUs) or the number of identifiable profiles. Additionally, some CDP vendors bundle their CDP with other modules for advertising and retargeting, real-time interaction management, or other marketing activities.

Customer Data Products

(1-25 of 54) Sorted by Most Reviews

Oracle CX Marketing (formerly Oracle Marketing Cloud)
373 ratings
241 reviews
Top Rated
Oracle CX Marketing (formerly Oracle Marketing Cloud) is a solution designed to enable marketers to plan and execute automated marketing campaigns via email, display search, video advertising, and mobile while delivering a personalized customer experience for their prospects.
Treasure Data
44 ratings
69 reviews
Top Rated
Treasure Data is designed to empower marketers with rich customer insights to drive remarkable customer experiences. Treasure Data is an enterprise-grade Customer Data Platform (CDP) that handles the complex, data-intensive needs of large teams. Dedicated to managing the entire process of building …
Salesforce Marketing Cloud Interaction Studio (formerly Evergage + MyBuys)
30 ratings
41 reviews
Companies use Interaction Studio to tailor interactions with customers and prospects to increase loyalty, engagement, and conversions. Using real-time cross-channel personalization and machine learning capabilities, Interaction Studio adds to Marketing Cloud’s robust customer data, audience segmenta…
Exponea
6 ratings
17 reviews
Exponea is a Customer Data & Experience Platform with built-in marketing automation capabilities able to collect, analyze, and activate customer data in real-time. The vendor says Exponea stands apart from other CDPs on 4 major points. 1. True Real-Time Data Across the Whole Platform All data i…
Twilio Segment
33 ratings
15 reviews
Segment is a customer data platform that helps engineering teams at companies like Tradesy, TIME, Inc., Gap, Lending Tree, PayPal, and Fender, etc., achieve time and cost savings on their data infrastructure, which was acquired by Twilio November 2020. The vendor says they also enable Product, BI, a…
Listrak
7 ratings
10 reviews
Listrak, headquartered in Pennsylvania, offers a customer data and marketing platform for retailers that features email marketing with social network engagement, abandoned cart rescue, and in-store data / information retrieval. Listrak is retail-specific and helps create an integrated and personaliz…
SAP Customer Data Cloud (formerly Gigya)
5 ratings
9 reviews
The SAP Customer Data Cloud, based on Gigya (acquired by SAP in 2017) is a product suite that allows users to identify consumers, business customers, or partners across devices and channels to drive registrations and engagement; manage access, permission, and consent; and transform data into unified…
Tealium AudienceStream
14 ratings
9 reviews
The Tealium AudienceStream™ solution offers segmentation and data enrichment capabilities to help users drive real-time marketing actions using their existing tools. AudienceStream helps unify fragmented omnichannel and cross-device marketing data to allow marketers to better leverage their customer…
FullContact Enrich API
6 ratings
4 reviews
FullContact provides APIs to support individuals, businesses, and developers in managing and enhancing their contact and customer data. The APIs can be used to provide social profiles in an app, improve contacts in address books, enrich CRM information, or create highly personalized marketing campai…
Reachforce SmartSuite (Now Leadspace)
5 ratings
4 reviews
ReachForce in Austin, Texas offers a suite of data quality products for cleaning and preparing marketing data obtained from lead forms or commonly used marketing platforms, with the goal of maximizing the reliability and sufficiency of aggregated lead data.
V12 Data
2 ratings
3 reviews
The V12 Data Platform (formerly called the Launchpad Marketing Cloud) is comprised of a collection of online and offline marketing solutions that is designed to manage existing customer relationships and identify new prospective customers by granting users access to The V12 Group Data Cloud. It cont…
Blueshift
3 ratings
3 reviews
Blueshift Labs is a marketing automation software solution offered by Blueshift Labs. It tracks data for individuals, but does not have an attribution model.
BlueConic
5 ratings
3 reviews
BlueConic is a customer data platform that is designed to harness the data required to power the recognition of an individual at each interaction, and then synchronizes their intent across the marketing ecosystem.
Signal
2 ratings
3 reviews
Signal (formerly BrightTag) offers a customer identity solution via its customer data platform for retailers and brands.
Hull
2 ratings
3 reviews
Hull offers a customer data platform that promises to collect, transform, enrich, filter, search and segment customer data across various tools. It is a real-time rule and action engine that aims to provide SaaS and Ecommerce businesses with more control over their customer data. 1. CollectStore al…
Ensighten Pulse
1 rating
2 reviews
Ensighten Pulse is a customer data platform from Ensighten offering multi-channel data collection and the ability to create robust, "360-degree view" customer profiles.
Zaius
4 ratings
2 reviews
Zaius is a a customer data platform, or as the vendor describes it, B2C CRM. It's designed to help B2C marketers grow revenue from their existing customer base using segmentation, personalization, marketing automation, and attribution tools.
Lytics
2 ratings
2 reviews
Lytics is a customer data platform (CDP) from the company of the same name in Portland.
QuickPivot
0 ratings
1 review
QuickPivot, headquartered in Boston, offers their customer data platform (CDP).
Adobe Experience Platform
1 rating
1 review
The Adobe Experience Platform is a customer data solution serving as the foundation of the Adobe Experience Cloud, and is provided as a customer experience management platform with real-time customer profiles, continuous intelligence, and an open and extensible architecture that enables delivering p…
Redpoint Customer Data Platform
3 ratings
1 review
The RedPoint Customer Data Platform (CDP) is the flagship product providing strong customer data integration capabilities, from RedPoint Global in Massachusetts.
LeadBoxer
0 ratings
1 review
LeadBoxer is a lead & customer data platform that gives business users real-time information about companies and people that visit their website & read their emails. LeadBoxer aims to turn behavioural data into actionable insights. The platform is designed to work with many different sources…
Mapp Intelligence, powered by Webtrekk
2 ratings
1 review
Mapp Intelligence, powered by Webtrekk, is a Customer Data Platform that not only collects and analyzes user data and behavior from apps and websites, but also personalizes experiences based upon this data. According to the vendor, Mapp Intelligence features a powerful filter engine with extremely r…
mParticle
1 rating
1 review
The mParticle customer data platform supports data collection from a wide variety of sources and provides standardization, cleansing and deduping, and tags, as well as data enrichment via scoring, contextual or behavioral data, as well as segmentation and customer profile management.
Leadspace
7 ratings
1 review
Leadspace is a software as a service (SaaS) company that finds leads in social media, contact databases and customer relationship management systems by comparing people's online presence to a vendor's unique ideal buyer profiles. Leadspace is used by inside sales teams for finding new prospects, and…