Customer Data Platforms
Customer Data Platform (CDP) Overview
What are Customer Data Platforms?
A Customer Data Platform (CDP) is best thought of as an integrated customer database for managing multiple marketing campaigns across multiple different channels. Unlike more traditional marketing platforms it is primarily a data store and is not an operational campaign execution tool. It contains several technologies that collect, process and share information to better shape marketing interactions or customer relationships.
The CDP has characteristics in common with other adjacent technologies. For example, Data Management Platforms are also marketing data stores, but DMPs are narrower in focus: Although they sometimes handle fist-party data (i.e. data a firm has collected about its own audience) DMPs are traditionally and third-party data aggregators focused on third-party demographic, and 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 prospect conversion. DSPs are also essential ad-tech technologies, focused on optimizing ad buying, while CDPs are much broader in scope.
The defining characteristic of a CDP is that it allows firms to collect all of their first-party customer engagement data from CRM systems, websites, email marketing systems, ads, and point of sale systems in a single place in the form of consolidated customer profiles. Tag management systems are responsible for collecting some of this data, such as cookie and user behavior data.
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.
Customer Data Products
Arm Treasure Data manages customer data for global brands and Fortune 500 enterprises like Mattel, Subaru, Canon, LG and disruptive startups like Wish.com, Fivestars, and Zoom.
Evergage’s cloud-based platform is designed to empower marketers to increase engagement conversions of website visitors and users through real-time personalization based on deep behavioral analytics...without the need for developers.
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...
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...
Segment is an SF-based customer data platform that helps engineering teams at companies like Tradesy, TIME, Inc., Gap, Lending Tree, PayPal, and Fender, etc., achieve significant time and cost savings on their data infrastructure. The vendor says they also enable Product, BI, and Marketing teams to...
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...
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 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.
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...
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.
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...
Radius offers predictive sales analytics and lead scoring, as well as a customer data platform It helps businesses gather insights, create customer segments, and deploy campaigns.
Lytics is a customer data platform (CDP) from the company of the same name in Portland.
NGDATA Lily CDP is a hadoop-based platform acquired by and supported by Belgian company NGDATA since original developer Outerthought's acquisition by that company.
The RedPoint Customer Data Platform (CDP) is the flagship product providing strong customer data integration capabilities, from RedPoint Global in Massachusetts.
Umbel in Austin, Texas offers their eponymous customer data aggregation and management platform.
Signal (formerly BrightTag) offers a customer identity solution via its customer data platform for retailers and brands.
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.
SessionM is a customer engagement platform that combines customer data management, loyalty program and offer management, and cross-channel campaign management (SMS, email, push, and in-app messages).
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.
QuickPivot, headquartered in Boston, offers their customer data platform (CDP).
Lemnisk is an intelligent Growth Marketing Platform for Financial Services Enterprises. Marketers in the BFSI industry use Lemnisk CDP to maximize customer engagements and conversions across channels. The key capabilities include: Algorithms focused on 'right user', 'right channel', 'right...