Customer Data Platforms (CDP)
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Klaviyo is a marketing automation platform that helps businesses to centralize and use every piece of their customer data. With Klaviyo, businesses can combine customer data with more than 300 native integrations to automate personalized email and SMS communications that make customers…
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…
Bloomreach personalizes the e-commerce experience. Its data engine unifies real-time customer and product data so businesses understand what customers really want. By connecting that understanding to every channel, the e-commerce experience becomes limitless — reflecting a changing…
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…
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…
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Meiro is a Customer Data Platform (CDP) that collects, cleans, and unifies customer demographic and behavioral signals into an actionable Single Customer View. The key component of Meiro CDP is a cross-device identification engine that allows users to track users' interaction with…
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.
Amperity, headquartered in Seattle, offers their customer data platform, supporting raw data ingestion from all sources of customer data, identity resolution driven by AI, and delivery of enriched customer data to the marketing tools that need them.
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The Insider Growth Management Platform (GMP) is a martech platform accessible from a single tech stack. It brings together technologies for marketers to deliver personalized experiences and enables them to take data based actions. One of the core features introduced by GMP is Ad…
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…
MetaRouter is presented by the vendor as a customer data integration solution for security-minded organizations who want to use analytics tools they need, on their own terms. With MetaRouter the user owns the entire data infrastructure, with it deployed on a private cloud, and maintains…
The ActionIQ Customer Data Platform, from ActionIQ in New York, aims to enable users to align people, technology, and processes to deliver customer experiences across every touchpoint, and it is designed to enable large organizations to solve chronic customer data fragmentation and…
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).
Freshpaint helps product, data, and growth teams set up the customer behavioral data they need to build a better product, drive engagement, and improve retention. Automatically track customer actions Freshpaint captures customer actions on a product or site and a visual tagger…
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…
Redpoint's software platform, rgOne, helps companies transform their customer experiences across the enterprise. Redpoint's solutions aim to provide a unified, single point of control where all customer data is connected and every customer touchpoint intelligently orchestrated. The…
Epsilon PeopleCloud (formerly the Agility platform with Agility Harmony) is an enterprise-level email marketing and cross-channel campaign management platform competing with Responsys, Cheetah Mail, ExactTarget, etc. The vendor has a strong international presence with staff in 14…
Rudderstack is an open source Customer Data Platform (CDP) that provides data pipelines making it easy to collect data from every application, website and SaaS platform.
WebMaxy eGrowth empowers eCommerce brands with a marketing platform used to automate marketing, enhance customer experience, and drive growth with first-party data. The software provides a view of customers' journeys and enables users to offer personalized discounts and offers, and…
akaInsights is a customer data platform from FPT Software headquartered in Hanoi, designed to allow users to access and understand data from multiple channels. It helps conjure a 360 view of every customer and has predictive models so that users can know what their needs are, before…
Recosense customer data platform brings unified customer profile, marketing automation, and derivative intelligence to accelerate engagement, loyalty, and lifetime value. RecoSense offers a dynamic customer data platform(CDP) that conducts sensitive and complex data to leverage…
Customer Link, from PwC, is a customer data platform that organizations can use to combine and augment data into integrated views of individuals, households, and segments of consumers or businesses, and activate personalized, omni-channel engagement.
K2View's Customer Data Hub is a solution designed to unify fragmented customer data into a real-time, cross-enterprise Customer Data Hub, and aims to displace Customer Data Platforms (CDP).
Deibold Nixdorf now offers Vynamic Engage, a customer data platform enabling retailers to create complete customer profiles, launched in early 2018.
The vendor says they understand the challenges faced by agencies, marketing groups, sales teams, and business of all sizes.With so many CRM platforms to choose from, and many new options coming out every day, the likelihood of you needing to migrate your data from one CRM to another…
CityFALCON provides personalised financial news for your watchlist of stocks, commodities, foreign exchange, cryptocurrencies, indices, private companies, bonds, funds, financial topics and more. Our proprietary technology creates a different news feed for every person. Imagine…
The vendor states that Zylotech is recognized by Forrester, Gartner, and others as a key player in the fast-growing Customer Data Platform (CDP) space. They state that the company’s self-learning customer data and analytics platform keeps customer data “live” and enriched for 1:1…
The Pretectum CMDM for Customer Master Data Management is a SaaS offering for small to mid size organizations looking for centralised customer master data management, curation and syndication. The platform provides full data lifecycle management for customer master data with standard…
Dyrect is a one-click product registration and post-sales experience platform which enables brands to collect first-party data of their customers from marketplaces (like amazon) and offline channels. This is to help brands: - Decrease their marketplace dependency. Increase Website…
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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.
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Frequently Asked Questions
What do customer data platforms do?
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?
Popular customer data platforms on TrustRadius include: