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Hull CDP, from MessageBird

Hull CDP, from MessageBird


What is 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.…

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One key use case of this product is its ability to harmonize and unify data from different sources to create a single, accurate customer …
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Product Details

What is 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 product , since its acquisition in April, 2021.

1. Collect
Store all customer data in one consolidated profile. Install connectors to gather data from any tool.

2. Enrich
Loop in 3rd party providers to store more data about customers.

3. Transform
Compute additional properties for each customer, such as the fact that they once belonged to a given segment, or the total of several properties.

4. Segment
Create more precise customer segments in realtime based on any property or event. No arbitrary limitations.

5. Synchronize
Send enriched customers and uniform audiences to other tools and software products.

Hull CDP, from MessageBird Features

  • Supported: Segmentation as a service
  • Supported: Realtime Customer Data Management
  • Supported: Realtime Rule and Action engine
  • Supported: Customer Data Processing
  • Supported: Customer Data Enrichment

Hull CDP, from MessageBird Video

Short Overview on MessageBird As A Whole

Hull CDP, from MessageBird Competitors

Hull CDP, from MessageBird Technical Details

Deployment TypesSoftware as a Service (SaaS), Cloud, or Web-Based
Operating SystemsUnspecified
Mobile ApplicationNo

Hull CDP, from MessageBird Customer Size Distribution

Small Businesses (1-50 employees)65%
Mid-Size Companies (51-500 employees)30%
Enterprises (more than 500 employees)5%
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Reviews and Ratings


Community Insights

TrustRadius Insights are summaries of user sentiment data from TrustRadius reviews and, when necessary, 3rd-party data sources. Have feedback on this content? Let us know!

One key use case of this product is its ability to harmonize and unify data from different sources to create a single, accurate customer profile. Users have praised this feature for reducing switching costs and providing easy access to synchronized customer data across multiple tools. By streamlining data management and integrations, the product also frees up time for users to focus on analyzing and acting upon the data.

Another important use case is enabling personalized marketing and sales automation. Users have found value in creating segments and triggering actions based on user behavior and data enrichment. This capability has improved data accuracy and simplified the usage of other tools by accurately segmenting users and accounts. Additionally, the product enhances engagement and conversion metrics through personalized messaging and targeted campaigns.

The product serves as a single source of truth for all customer data, pulling information from various tools and pushing it into any other tool. With this unified user profile, users have a clear understanding of the customer journey and can perform segmentation in conjunction with other tools. The ability to integrate with various platforms, such as Slack, allows users to easily understand customer account activity and access information. Overall, the product has been commended for consolidating customer data from multiple sources to create a single source of truth for segmentation and automations.

Lastly, the product enables data enrichment by recording anonymous IP visits and housing complete customer profiles for marketing purposes. It also allows users to push select fields to platforms like HubSpot and Salesforce, facilitating seamless integration and improved customer profiles. These features save time on every campaign by simplifying the process of enriching customer records and performing segmentation.

In summary, this product offers valuable solutions for businesses looking to unify their customer data, streamline marketing automation, enhance engagement metrics, and improve overall efficiency in their data management processes.

Dynamic Integration Capabilities: Users have found Hull's dynamic integration capabilities to be extremely valuable for facilitating communication between various systems that typically do not interact, such as CRM, database, data augmentation, and paid social. Many reviewers appreciate how Hull simplifies the reading and digestion of back-end data.

Excellent Customer Support: Reviewers have consistently praised the customer support provided by Hull. They mention that any issues they encountered were quickly resolved, and they particularly appreciate the support being available through Slack.

Ability to Unify Data and Push it into Other Platforms: Marketers highly recommend Hull because of its exceptional ability to unify data from different sources and silos. It allows them to augment this data with third-party information and seamlessly push it into other platforms for advanced segmentation and personalization. A significant advantage is that marketers can handle this entire process without requiring assistance from a developer.

  1. Lack of User-friendliness: Some users have found the software to be not intuitive and lacking in user-friendliness, especially for those without a technical background.

  2. Limited Integrations: Several reviewers expressed their desire for more native integrations, as they felt that the available options were limited in scope. They acknowledged the team's efforts to improve this aspect but still wished for more integration possibilities.

  3. Steep Learning Curve: Many users have mentioned that fully utilizing Hull's capabilities requires technical expertise. They noted that non-technical users may need a dedicated developer or martech engineer due to the current complexity of using Hull effectively.

Users have made several recommendations for using

  1. Plan and design data models and flows upfront to avoid disastrous results. Users believe that careful planning and designing of data structures and workflows before implementing them in can help prevent negative consequences later on.

  2. Consider as an account-based marketing (ABM) tool with numerous applications. Users suggest viewing as a valuable resource for implementing personalized marketing strategies targeted towards specific accounts, enabling companies to enhance their marketing efforts effectively.

  3. Get before other marketers realize its criticality and the license costs go up. Users emphasize the significance of obtaining promptly, as they believe it is a powerful tool in their marketing processes. They also highlight the importance of securing it early to mitigate potential increases in license costs as more marketers recognize its value.

These recommendations are based on user feedback about's customizable querying and segment creation capabilities, its ability to go beyond typical segmentation capabilities, and its potential to create the best customer experience for prospects and customers.


(1-3 of 3)
Companies can't remove reviews or game the system. Here's why
December 15, 2018

Not quite there yet

Tim Berman | TrustRadius Reviewer
Score 3 out of 10
Vetted Review
Verified User
We wanted to consolidate customer data from all sources—our point of sale, Pipedrive CRM, Drip (marketing automation), Front (2-way digital communication), SpectrumVOIP phone, site tracking via Segment—and create a single source of truth for true segmentation based on behavioral activity, purchase RFM data, and create life-cycle automations through all marketing channels. Hull was able to import most of this data, but it was unable to dedupe, nor could it reconcile contact records cross-platform or otherwise. Proper segmentation was impossible.
  • Data visualization from Segment
  • Integrates with multiple tools
  • Webhook integrations
  • Tagging via Zapier
  • Needs a deduplication engine
  • Needs to be able to perform bulk and automated data cleansing (unified data is messy)
  • Needs to integrate with more tools
  • Needs to be able to be tailored to different use cases, such as a retail/ecommerce use case, with RFM metrics
I'm not really sure where it is well-suited because it cannot actually unify customer profiles without deduping.
  • No ROI. I invested in it for months and promised functionality was never delivered
Hull provided a visual interface for contact profiles. I needed something more robust than a CRM (Pipedrive), and certainly more robust than a spreadsheet tool like Airtable. The built-in segmentation engine is powerful if the data is clean.
Score 10 out of 10
Vetted Review
Verified User
We use Hull primarily for marketing purposes currently, although we're anticipating expanding it to some features. Our core use is to serve as a data lake where we enrich any prospect records, record anonymous IP visits, and house our complete customer profiles. We then push out select fields to both HubSpot and Salesforce.
  • Good fit for our SME marketing/ Sales Tech stack. Integrations like HubSpot and Clearbit are native and easy to use within Hull- and it was one of the only providers that fit that criteria when we were vetting options.
  • Ease of Use. Hull is fairly intuitive for a casual user. The only real questions that came up for us were doing the data-mapping phase when we mapped fields against Hull.
  • No database to maintain. A critical selling point for us, and something which has freed up a fair amount of engineering time on an ongoing basis has been that Hull, unlike Segment, didn't require us to maintain a database.
  • Double-Counting some data refreshes: In the early days of Hull (March '17 ) we had cases where data refreshes were sometimes double counted, which potentially could have been been a problem given that in that they do have a usage based model. It never incurred extra costs for us and the customer success team at Hull was responsive whenever we found instance that are usage was higher than normal.
  • Improvements to Knowledge Base/ Training: The product development speed at Hull has been fairly rapid, which has been a great thing, though materials on how to use the product have lagged behind. We encountered a few issues automatically pushing data fields between Hull and HubSpot where we had to remap fields based on whitelist/ blacklist logic. While it was fairly easy once their customer support walked us through it- we probably would have been able to set it up on our own with customer success material.
  • Increased number of native integrations: They've been adding new integrations and deepening them pretty regularly, but it would be great to see them continue to add integrations. In the meantime, we found workarounds for just about everything, however, with Zapier and Segment.
Hull is definitely the leading CDP for the small to mid-sized business in which the marketing team wants or needs to have a fair amount of autonomy from engineering, or when it's unrealistic or cost-prohibitive to use internal engineering resources to maintain the marketing database. It's also a great choice for companies who are trying to bring newer and smaller best-of-breed elements into place in their marketing--enabling you to sync customer data records to CTAs/ Chat scenarios/ Email Service Providers, or any type of 3rd party campaign tools. It's probably not the best fit for companies trying to stay in a larger Marketing Cloud Ecosystem, e.g. Adobe/ Oracle.
  • Seamlessly enriched data: Once we set up the Hull+ Clearbit integration we saved a large amount of time and lack of clarity by having our enriched leads delivered directly to HubSpot.
  • Easily Segmented Campaigns: We've been able to segment our Customer Database much more effectively in Hull than we were able to in HubSpot. Their easy to use filters helped us to engage pockets of leads that we were generally neglecting previously.
  • Segment
We had initially identified Segment as a solution due to the number of integrations they supported. The problem is that with Segment we would have still had to build and maintain a database along with query tools. Overall Hull emerged as a better starting point for us.
Ted Bennett | TrustRadius Reviewer
Score 10 out of 10
Vetted Review
Verified User
We use Hull as a way to surface the data from our back-end systems into Slack and into various other tools. It is primarily used by Sales and Marketing but plays an important part with Support. We had a problem being able to quickly understand the activity in a customer/prospect account and Hull allows us to call out specific emails/accounts in Slack and drill into the information in an easy to digest manner. We use Segment for all our back-end stuff and Hull ties directly into segment for a seamless integration.
  • Slack integration - we revolve around slack as our central comm hub and having our customer information surfaceable is just gold.
  • Making back-end data easy to read and digest - there is a lot of data that gets generated by our customers and it's impossible to sift through without Hull consolidating that information for us.
  • Customer support - we have only had a couple issues in the many months using Hull and it's always been a quick resolution. They use Slack to support BTW which I love.
  • I am not sure about new features, if they are rolling out or what!
  • It might also be valuable to see the responsiveness of things triggered through Hull, sometimes data takes a bit longer than expected to trigger a workflow (but never really more than a minute so not a huge deal really...)
If you are a fast scaling team using segment and slack, Hull is a must. For your sales reps trying to understand the activity of customers/prospects/users of your applicaiton, there is no easier way to surface that information than using Hull. We've been thoroughly impressed by the wide use cases and integrations Hull can offer and we use it many times a day. 100% would recommend this tool.
  • Positive: No longer asking engineering for customer activity data
  • Positive: Allowing additional data integrations for where our customer activity data can be seen
We actually use Segment as well as Zapier so I don't think I answered this part of the question correctly. Here's the piece, aggregating and connecting your systems is a challenge. Segment and Zapier will help connect your systems together but they will not necessarily help you surface that information let alone surface it in a digestable format (Slack). Hull helps that problem, making your connected information presented and readable.
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