Customer Data Platforms (CDP)

Customer Data Platforms (CDP) Overview

Customer Data Platforms (CDP) collect and store transactional, demographic, and behavioral data about individuals. It pulls data from multiple first-party sources and aggregates all of this information to build single, unified customer profiles. The primary goal CDPs serve is the need to build an accurate and full picture of customer profiles, so they can be used to better segment and target parts of the customer base.

CDPs give marketers the ability to build targeted campaigns and highly accurate audience segments. However, the CDP is primarily a data store and not a campaign execution tool. It contains technologies to collect data from across 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, marketing automation platforms, websites, email marketing software, ads, and point of sale (POS) systems into a single repository.

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.

Top Rated Customer Data Products

Videos for Customer Data Platforms (CDP)

Customer Data Platform: What They Are and How to Use Them?
07:56
In this video, I'll talk about CDPs in 2021 and what you should know. CDPs are fantastic software tools but they aren't a good fit for everyone.

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 Products

(1-25 of 84) Sorted by Most Reviews

The list of products below is based purely on reviews (sorted from most to least). There is no paid placement and analyst opinions do not influence their rankings. Here is our Promise to Buyers to ensure information on our site is reliable, useful, and worthy of your trust.

Oracle CX Marketing

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.

Key Features

  • Landing pages (126)
    85%
    8.5
  • List management (128)
    84%
    8.4
  • Email deliverability reporting (238)
    84%
    8.4
Bloomreach Commerce Experience Cloud

Bloomreach is a Commerce Experience Cloud, that aims to enable brands to deliver customer journeys so personalized, they feel like magic. It offers a suite of products that aim to drive true personalization and digital commerce growth, including: Discovery, offering AI-driven search…

Treasure Data

Treasure Data is an enterprise customer data platform (CDP) that powers the entire business to reclaim customer-centricity in the age of the digital customer. It does this by connecting all data and uniting teams and systems into one customer data platform to power purposeful engagements…

Klaviyo
Customer Verified
Top Rated

Klaviyo is a growth marketing platform that helps deliver more personalized experiences across owned marketing channels like email, SMS, in-app notifications, and web. The vendor states brands have made more than $3.7 billion in revenue through Klaviyo in the last year alone. Klaviyo…

Key Features

  • List management (70)
    86%
    8.6
  • Email deliverability reporting (84)
    83%
    8.3
  • Mobile optimization (68)
    82%
    8.2
Acquia Digital Experience Platform

The Acquia Digital Experience Platform is an "Open DXP" with its two core pillars being content and data. Built on top of one of the largest open-source content management systems, Drupal, it aims to provide the flexibility and interoperability a modern organization needs. With…

Key Features

  • Admin section (17)
    77%
    7.7
  • Role-based user permissions (21)
    77%
    7.7
  • API (19)
    70%
    7.0
Tealium Customer Data Hub

The Tealium Customer Data Hub powers capabilities across the data supply chain. Tealium universally collects customer data from any source including; websites, mobile applications, devices, kiosks, servers, and files. Data collected is then standardized in the data layer, which drives…

Salesforce Marketing Cloud Interaction Studio

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,…

SAP Customer Data Solutions
Customer Verified
Top Rated

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…

SALESmanago

SALESmanago is presented as a Customer Engagement Platform for eCommerce marketing teams who want to be lean yet powerful, trusted revenue growth partners for CEOs. Its AI-driven solutions boasts users among 2000+ mid-size businesses in 50 countries, as well as global brands such…

Key Features

  • Email deliverability reporting (28)
    96%
    9.6
  • Dashboards (25)
    94%
    9.4
  • WYSIWYG email editor (25)
    93%
    9.3
Twilio Segment

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…

Leadspace

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…

Listrak

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…

Piwik PRO

Piwik PRO is a privacy-oriented alternative to Google Analytics. Created in 2013, Piwik PRO Analytics Suite allows for tracking web, app, product and intranet behavior of users. The vendor states their platform ensures compliance with strict EU, US, Chinese and Russian data protection…

D&B Lattice (discontinued)

D&B Lattice (formerly Lattice Engines) was a Predictive Lead Scoring solution that blended the contact profile and behavioral information from Marketing Automation systems with additional attributes that could contain hidden buying signals. The product has been discontinued.

Blueshift

Blueshift Labs is a marketing automation software solution offered by Blueshift Labs. It tracks data for individuals, but does not have an attribution model.

Reachforce SmartSuite (Now Leadspace)

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.

Lytics

Lytics is a customer data platform (CDP) from the company of the same name in Portland.

Optimizely Data Platform

Optimizely Data Platform (formerly known as Zaius, a product acquired by Optimizely in March 2021) 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,…

mParticle

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.…

Arena.im

Arena.im is a live chat, live blog, and content wall solution that can be embedded on a website, from the company of the same name headquartered in San Francisco. The solution avails an in-built customer data platform that enables users to activate individual marketing with centralized…

V12 Data

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…

FirstHive

Firsthive is an Intelligent Customer Data Platform that builds Unique Customer Identities by ingesting data from all sources of customer interactions & transactions such as ERP, CRM, Website, Social, PoS, mobile app, customer care, etc.. THe CDP uses Machine Learning for building…

Hull CDP, from MessageBird

Hull CDP collects, transforms, enriches, filters, searches and segments customer data across various tools. The CDP is presented as a real-time rule and action engine that aims to provide SaaS and Ecommerce businesses with more control over their customer data. Hull is now a MessageBird…

JivoChat

JivoChat is a combined live chat, VoIP, and business messenging service that integrates with email, Facebook, or other tools via API to provide a means to conduct omnichannel communication with customers.

BlueConic

BlueConic, the a pure-play customer data platform, designed to liberate companies’ first-party data from disparate systems and makes it accessible wherever and whenever it is required to transform customer relationships and drive business growth. The vendor states over 300 companies…

Learn More About Customer Data Platforms (CDP)

What are Customer Data Platforms?

Customer Data Platforms (CDP) collect and store transactional, demographic, and behavioral data about individuals. It pulls data from multiple first-party sources and aggregates all of this information to build single, unified customer profiles. The primary goal CDPs serve is the need to build an accurate and full picture of customer profiles, so they can be used to better segment and target parts of the customer base.

CDPs give marketers the ability to build targeted campaigns and highly accurate audience segments. However, the CDP is primarily a data store and not a campaign execution tool. It contains technologies to collect data from across 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, marketing automation platforms, websites, email marketing software, ads, and point of sale (POS) systems into a single repository.

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.

CDP vs. CRM

Both customer data platforms and customer relationship management systems are databases that store customer information. However, there are a few key differences between the two. To start, CDPs are designed to build unified customer profiles by collecting disparate pieces of data from multiple first and second-party sources. On the other hand, CRMs are designed to help track the interaction history of a certain contact or account and improve sales forecasting. CRMs also include sales pipeline management capabilities.

Customer data platforms can also collect offline and online customer data. In order to be captured in the user’s CRM, any offline customer interaction data needs to be manually inputted into the system.

CDP vs. DMP

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 second and third-party data aggregators and collect 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 and bottom-of-the-funnel data and customer conversion.

Another key distinction between CDPs and DMPs is that data management platforms collect data primarily on anonymous individuals. They collect data inputs such as cookies and IP addresses. In contrast, CDPs collect personally identifiable information (PII), thus much of the data in your CDP will be about known entities.

Customer Data Platform Features

Customer data platforms provide the following set of features:

  • 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
  • Performs identify resolution based on customer data
  • 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

Customer Data Platform Comparison

Before investing in a CDP, consider the following key factors:

  • Use case: Since there is some overlap between CDPs, CRMs, and DMPs, evaluate your use case closely. Are you looking for a platform that will help you collect customer data across channels and touchpoints? Or are you looking for a tool that can help streamline and optimize your sales operations? CDPs can help you achieve the former, while CRM software is better suited to help with the latter. In this sense, CDPs are much more marketing-focused while CRMs are oriented towards sales. Since DMPs collect and store anonymous data, they are better suited for digital advertising use cases.
  • Tech stack: CDPs can be incredibly useful for companies with large and complex tech stacks that produce a lot of first-party data. In situations like this, CDPs can help ensure that no valuable customer data is lost or stuck in data silos. However, if your organization does not have a large, multi-tool tech stack—a CDP may be overkill for your business.
  • Budget: CDPs can be an expensive purchase, especially for smaller companies that don’t have very large marketing budgets. For many companies, they are well worth the investment. But they may be overkill for others. First, take stock of your company's budget and what level of buy-in you would likely get from executives.

Pricing Information

CDPs are generally available on a monthly or annual subscription. Pricing is tied 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.

CDP installations can range from $10,000 up to $300,000 annually. Most vendors do not publicly disclose pricing information on their website but will provide a quote upon request.

Customer Data Platforms (CDP) Best Of Awards

The following Customer Data Platforms (CDP) offer award-winning customer relationships, feature sets, and value for price. Learn more about our Summer Best Of Awards methodology here.

Best Of Summer 2022 Awards Winners for the Customer Data category. For Best Relationship, first place is Leadspace. Second place is SAP Customer Data Solutions. For Best Feature Set, first place is SAP Customer Data Solutions. Second place is Leadspace. For Best Value for Price, first place is Leadspace.

Related Categories

Frequently Asked Questions

What do customer data platforms do?

CDPs aggregate customer data from multiple third-party sources. They ingest behavioral, transactional, demographic, and personally-identifying information to help build unified customer profiles. These profiles can then be used by the marketing team to segment the customer list and send out targeted, personalized campaigns.

What are the benefits of using a customer data platform?

CDPs can provide several benefits for an organization:

  • They help get rid of data silos by aggregating data from across the organization.
  • They build comprehensive customer profiles that can be used for segmentation.
  • Unified customer profiles improve campaign targeting and personalization efforts.
  • Ultimately, they help go to market (GTM) teams provide better & more relevant customer experiences.

What are the best customer data platforms?

How much do customer data platforms cost?

CDPs are expensive purchases that can range between $10,000 - $300,000 per year. Most CDP providers do not disclose pricing information on their websites. Interested buyers should contact vendors directly for quotes.