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Customer Data Platform Software 2024: Complete Guide

CRM Systems (CRMs) and Customer Data Platforms (CDPs) both collect and manage customer data. However, they have different purposes and capabilities. CDPs' purpose is to create a unified, coherent, and complete view of the customer from first-party customer data by gathering data from software deployed throughout the organization. CDPs are prized for their ability to consolidate and normalize disparate sets of data.
AI-assisted segmentation and the personalization of interactions helping CDPs improve customer profiling. CDPs are emphasizing first-party data as privacy regulations become tighter.

What is the right solution for you depends on your business context and needs. Let us help you firm up your needs and find you the right-fit solutions. Get your personalized assessment report now!

Updated By Cuspera

Last updated: Jan 31, 2024

Popular Customer Data Platform Software

Optimove

Relationship Marketing Hub that help marketers drive growth by transforming customer data into actionable insights

4.28

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Optimove Icon

Optimove

21.40
★★★★★
★★★★★
Relationship Marketing Hub that help marketers drive growth by transforming customer data into actionable insights

Optimove is a Relationship Marketing Software as a service platform that drives measurable growth through targeted campaigns, measurement and optimization. It is suited for enterprises looking to use intelligent communications to understand and impact customer behavior.

It features Micro-segmentation, theme-guided analytics, single customer view, dynamic customer journeys, cross-channel campaign automation, behavior-triggered interaction, test vs control, self-optimizing campaigns and autonomous insight generation.

It allows to gain access to customer data, discover insights and identify customer engagement opportunities. It helps to plan, design and organize cross-channel journey unique to every customer. It helps to measure incremental impact of your campaigns and strategies and predict customer behavior. It provides deep customer insight and bridges gap between data science and marketing with actionable insights for continuous optimization of customer communications.

Testimonials

Emma Rushe

Vice President of Performance Marketing

Sweaty Betty

Optimove Icon
Highlights
Top Processes : Engagement management,Lifetime value management,Engaging and following up
Top Features : Personalization,Micro customer segmenting,Dashboard

Vendor: Optimove

Company Size: 101-250

HQ Location: 217 West 21st St., 2nd Floor, New York, New York 10011, US

Financials: SERIES A

SessionM

Customer Data & Engagement Platform to increase customer loyalty

4.31

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SessionM Icon

SessionM

21.54
★★★★★
★★★★★
Customer Data & Engagement Platform to increase customer loyalty

SessionM is a customer loyalty and engagement platform. It is purpose-built to increase customer loyalty through delivering superior personalized experiences leveraging customer data. Each element of the platform is designed to enhance the loyalty, profitability, and satisfaction of customers.

The SessionM platform gets the data from different sources. Combining machine learning and real-time decisioning, the platforms offers an ability to deliver messages, offers and loyalty tactics across any channel.

The platforms helps to trigger campaigns at the right time with scheduling option which helps to deliver right customer experience. With SessionM, marketers can create promotional campaigns and configure messaging through email, SMS, in-app notifications, and through external messaging providers, all in one platform. It helps marketers to capture true value by predicting ideal offers and personalized experiences to motivate high-value behaviors.

Testimonials

Jose Corella

Senior Brand Manager,

Kimberly Clark

SessionM Icon
Highlights
Top Processes : Loyalty management,Engagement management,Engaging and following up
Top Features : Gamification,Personalization,Rewards

Vendor: SessionM

HQ Location: 2 Seaport Lane, Boston, MA 02210, US

Treasure Data

Customer Data Platform to drive outstanding customer experiences

4.39

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Treasure Data Icon

Treasure Data

21.96
★★★★★
★★★★★
Customer Data Platform to drive outstanding customer experiences

Treasure Data a Customer Data Platform that brings together various customer data through online, offline, and even from IoT devices – to create individual customer profiles. It helps to increase ROI, sales & revenue.

It is used by the marketers, to reach the customers across devices to offer promotions based on time and context to push the customers to step into a physical store. It helps to understand customer behavior across devices, locations and time.

Treasure Data an enterprise-grade CDP that provides the complete information of the customers. It flexibly and securely ingests IoT data from any connected device or machine, correlates data from multiple data sources and leverage AI/ML-powered insights to act on custom insights and applications.

Testimonials



Kenji Yoshimoto

Chief Analyst for Direct Marketing

Shiseido

Treasure Data Icon
Highlights
Top Processes : Engagement management,Engaging and following up,Workflow management
Top Features : Personalization,Dashboard,Recording

Vendor: arm limited

Company Size: 5001-10000

HQ Location: 110 Fulbourn Road, Cambridge, Cambs CB1 9NJ, GB

Financials: IPO

Blueshift

Customer Data Platform that activates data across the entire omnichannel customer journey

4.25

Read Reviews
Blueshift Icon

Blueshift

21.26
★★★★★
★★★★★
Customer Data Platform that activates data across the entire omnichannel customer journey

Blueshift is a Customer Data Platform including Multi Channel activation. Emails, Mobile Push, SMS, Personalized web experiences, Conversational marketing and Audience Ad targeting are some of the channels used for customer conversion campaigns.

Blueshift provides a complete 360 degree profile of every customer which can be activated whenever needed for making customer conversations or multi-channel campaigns. Blueshift enables Predictive Intelligence through marketer accessible AI, which ensures that the right customer is allocated to the right channel all the time. Customer segmentation is dynamically updated based on the latest customer activity.

Blueshift provides the tools for Multi-channel campaigns that include simplified user interface, quick launch of campaigns with available templates that can be customized and tools for analysing ROI.

Testimonials



Fredrik Salzedo

Director of Retention

Discovery, Inc

Blueshift Icon
Highlights
Top Processes : Engagement management,Engaging and following up,Campaign management
Top Features : Personalization,Templates,Alerts: popups & Notifications

Vendor: Blueshift

Founded: 2014

Company Size: 11-50

HQ Location: San Francisco, CA

Financials: SERIES B

MarkLogic Data Hub Platform

MarkLogic | Data Integration and NoSQL Databases for Your Business

4.44

Read Reviews
MarkLogic Data Hub Platform Icon

MarkLogic Data Hub Platform

22.21
★★★★★
★★★★★
MarkLogic | Data Integration and NoSQL Databases for Your Business

Marklogic Data Hub Platform is a Data Integration platform for Enterprises . It is used in the Financial Services, Healthcare, Insurance and other Manufacturing Industries and Media

It integrates multi-structured enterprise data and curates it for analytical and operational applications.

It is powered by a NoSQL database which provides speed, flexibility and scalability and ensures security and data consistency.

Marklogic Data Hub Platform is built to work in any environment - hybrid, on-premises or cloud.

Testimonials

Laurent Peltiers

Test Data Processing Expert, Flight & Integration Test Center

Airbus

MarkLogic Data Hub Platform Icon
Highlights
Top Processes : Communication management,Sending & publishing communications,Collaboration
Top Features : Recording,Personalization,Templates

Vendor: Marklogic

Founded: 2001

Company Size: 501-1000

HQ Location: 999 Skyway Boulevard, Suite 200 San Carlos, CA 94070

Financials: PRIVATE

Hull

Customer data platform that help brands shape meaningful relationships with their customers

4.53

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Hull Icon

Hull

22.63
★★★★★
★★★★★
Customer data platform that help brands shape meaningful relationships with their customers

Hull is a customer data platform that collects, unifies and enriches your product, marketing and sales data and synchronizes it to all your tools. It is suited for businesses looking to handle customer data in a unified location and engage loyal customers at scale.

It features unified customer data, identity resolution, real-time segmentation, enriched profiles, bi-directional sync, Integration and Orchestration. It allows more visibility, control and flexibility over customer data to effectively execute demand generation initiatives.

It automatically unifies user history across devices and tools to build perfectly complete profiles for all users and accounts. It supports to enrich, cleanse and transform customer profiles using real-time editing environment and build precise, complex segments with customer data. It allows to limit sales CRM to qualified leads, throttle email sends and manage data enrichment by syncing specific segments to each tool.

Testimonials

Guillaume Cabane

VP Growth

Drift

Hull Icon
Highlights
Top Processes : Campaign management,Campaign analytics,Segmentation and targeting
Top Features : Personalization,Capture information,Auto update

Vendor: Hull

Company Size: 11-50

HQ Location: Hull and East Yorkshire UK

Financials: SEED

Hive Marketing Cloud

Customer Insight and Engagement Platform

4.41

Read Reviews
Hive Marketing Cloud Icon

Hive Marketing Cloud

22.07
★★★★★
★★★★★
Customer Insight and Engagement Platform

Hive Marketing Cloud is a Customer Insight and Engagement Platform that enables marketers to increase the value of their customers through guided and personalised engagement across multiple channels and devices.

It accelerates marketing revenues by enabling them to deploy highly personalised, sophisticated, multi-channel marketing from a single technology platform surfacing all of their data for an improved, relevant customer experience that engages and converts. It collects and combines all of customer details, illustrated customer behaviour and leads to interesting segments, and drag and drop sequencing of messages, with each customer’s experience personalised based on their engagement.

Its capabilities include customer data platform, multichannel engagement, data intelligence, audience management, customer journey automation, and visual analytics. It integrates with salesforce,shopify, sugar CRM, Xero, Zoho CRM, Quickbooks online, Magento, Dynamics CRM and more.

Hive Marketing Cloud Icon
Highlights
Top Processes : Collaboration,Engagement management,Engaging and following up
Top Features : Personalization,Alerts: popups & Notifications,Widgets

Vendor: Hive Marketing Cloud

Company Size: 11-50

HQ Location: Unit 3 - North Court, The Courtyard, Bradley Stoke, Bristol, BS32 4NQ, GB

Financials: PRIVATE

Reltio

Customer Data Platform to Power Connected Customer Experiences

4.38

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Reltio Icon

Reltio

21.92
★★★★★
★★★★★
Customer Data Platform to Power Connected Customer Experiences

Reltio is a customer data platform that enables customer experience to drive hyper-personalization, accelerate real-time operations, and simplify compliance with consent and privacy laws. It helps to gain business agility, and bring big ideas to life.

Reltio manages all data types including multi-domain master data, transaction and interaction data, third-party, public and social data. Identifies complex relationships among individuals, entities, products and services, locations, and more. Creates holistic, up-to-date, and actionable customer profiles make it easier to drive hyper-personalization, accelerate real-time operations, and simplify compliance and consent management at scale.

Reltio features include accelerating time-to-value, reduce TCO and upgrade without disruption, quickly onboard new data sources, enrich profiles with thousands of attributes, relationships, transactions, and interactions from hundreds of data sources, gain deep, data-driven, and actionable insights about all customers to deliver hyper-personalized experiences, and more.

Testimonials

Miguel Baptista

Chief Data Officer

Hyperion X

Reltio Icon
Highlights
Top Processes : Customer engagement,Segmentation and targeting,Customer experience management
Top Features : Personalization,Recording,Calculator

Vendor: Reltio

Company Size: 101-250

HQ Location: 100 Marine Parkway, Redwood Shores, CA 94065, US

Financials: SERIES D

Tamr

Tamr Inc.: Tamr Agile Data Unification and Management ...

4.00

Read Reviews
Tamr Icon

Tamr

20.00
★★★★★
★★★★★
Tamr Inc.: Tamr Agile Data Unification and Management ...

Tamr is an Enterprise data mastering platform that combines machine learning-based models, rules, and human feedback to quickly and easily publish accurate, up-to-date enterprise data. It helps to improve visibility to organization's data operations and accelerates business outcomes through data-driven insights.

Tamr combines machine learning software with data science expertise to provide accurate analysis. Tamr combines disparate data sources across the enterprise and maps differing data schemas to create a unified view of highly variable data sets. Tamr has open API based architecture to integrate organization's data eco-system. It provides data categorization through human guided machine learning platform through active learning. It analyses data sources by applying advanced algorithms and machine learning to connect and curate attributes and records.

Tamr Icon
Highlights
Top Processes : Workflow management,Sending & publishing communications,Communication management
Top Features : Recording,Personalization,Capture information

Vendor: Tamr

Company Size: 101-250

HQ Location: Cambridge, MA

Financials: SERIES B

Twilio Engage

Build data-driven, personalized customer experiences that grow lifetime value

4.49

Read Reviews
Twilio Engage Icon

Twilio Engage

22.47
★★★★★
★★★★★
Build data-driven, personalized customer experiences that grow lifetime value

Twilio Engage is the marketing solution that combines the power of a native customer data platform (CDP) and native multichannel in order to enable businesses to deliver data-driven personalization and promote efficient growth.

Testimonials



Rasmus Nilsson

Paid Marketing Manager

Veo Technologies

Twilio Engage Icon
Highlights
Top Processes : Engagement management,Advertisement,Communication management
Top Features : Personalization,Micro customer segmenting,Ticketing

Vendor: Twilio

Founded: 2008

Company Size: 1001-5000

HQ Location: 375 Beale Street, Suite 300, San Francisco, CA 94105

Financials: IPO

Show More

What is Customer Data Platform (CDP)?

Customer Data Platform

Customer data is the information that any potential consumer offers up in their exploration and interaction with digital entities. This could be as simple as demographic data such as names, emails, and age, transactional data when they shopped online or in-store, or as complicated as behavioral data which covers what they browse online, like and share on social media and over other digital channels.

Knowing and collecting data on customers as they use the internet and interact with a business online through websites, blogs, e-commerce portals, and in-store interactions can bring together a valuable picture of the customer's intent.

A Customer Data Platform (CDP) is a pre-built system that brings together and organizes customer data from various sources. The objective is to create a unified customer database, by pulling in and aggregating raw data on the customer from various touchpoints and making this information available to other systems and departments including marketing, customer service, and customer relationship. This centralized data can be used to integrate applications and analyze data.

In most Customer Data Platforms, data is pulled in a raw form and structured, cleaned and combined to create a more coherent customer picture. The platform then empowers businesses with the ability to search and micro-target with a defined set of audience parameters. And some CDPs are powerful enough to offer this capability in real-time.

This means that as customers continue to interact with brands and browse the internet, more data on their activities are being added and updated every second.

Types of Data Collected by CDP

There are four main kinds of customer data that Customer Data Platforms can collect and work with.

Types of Data Collected by CDP
Identity Data

A unique identity number plus data such as name, demographics, location and contact information, social handles and professional details come under identity data.

Descriptive Data

Descriptive data gives a fuller picture of the customer background and interests, and the data collected depends on the type of company/industry that the business is in. Descriptive data can include career and lifestyle information, family size and marital status, and hobby or activity interests that are relevant to the business.

Behavioral Data

Behavioral data allows businesses to understand how a customer engages with their organization and can include transaction information, recency, frequency, monetary value, email usage data, online activity information, product views, and social media engagement.

Attitudinal Data

Attitudinal Data is driven by customers’ feelings and emotions. This is also referred to as qualitative and it helps provide context for customer profiles. This includes things like motivations, opinions, preferences, sentiments, product desirability and customer satisfaction.

Types of Data Collected by CDP

Source: MarTech Advisor

CDP vs DMP

A commonly asked question is what is the difference between CDP and DMP as they both seem to have very similar underlying technology components. The key difference lies in their usage.

CDP is primarily focused on managing company owned data i.e first party data. DMP focuses on 3rd party data. Very often they integrate with each other. One of the main differences between a CDP and DMP is a CDP is all about managing an individual customer with a single profile, while a DMP is about managing segments of customers with anonymous profiles. DMP can not store Personally Identifiable Information as they are more about sharing audiences.

DMP is primarily used for ad targeting and its primary users include advertisers and marketing agencies. CDP is used by marketers for various marketing activities including campaigns, customer communication, and smarter engagement.

4 Key Benefits of Customer Data Platform

All Customer Data in a Single Place

Customer data in a company can reside in multiple applications and can come from multiple sources - first party, second party or third party. Customer Data Platforms are built to collect data from a wide range of sources and bring it together to give businesses a comprehensive view of the customer. This data is cleansed, normalized and reliable making it easier for marketers to consume.

A Unified View of Customer

CDP makes it possible to have a unified 360-degree view of customers by bringing data from all aspects - identity, behavioral, qualitative. This makes it possible for marketers to run effective campaigns to deliver the right content at the right time to customers. Also, this helps to run targeted marketing, personalized marketing which in turn improves conversion rate.

Operational Efficiency

The task of integrating point solutions and setting up new technologies and tools used to be resource-intensive, while also not being very reliable, as custom solutions are hard to maintain. Customer Data Platforms centralize customer data with maintained turnkey integrations saving hours of integration work.

Effective Customer Marketing

With a Customer Data Platform in place, marketers gain a complete view of customer behavior that can be used to drive the most comprehensive customer experience in their campaigns without blind spots. This helps to optimize campaigns which inturn optimizes marketing spend.

What are the industries that benefit from a Customer Data Platform?

Most businesses that engage with end customers across channels or in a personalized manner will find a Customer Data Platform very useful. This is especially critical for those that depend on long term continuous engagement and repeat visits to drive revenue - such as businesses in BFSI, insurance, grocery, fashion, departmental stores, food & beverage, entertainment, and telecom.

one of the few fundamental changes in marketing technology in the past decade, because it shifts control of the customer database from IT to marketers

D R

David Raab

Founder, CDP Institute

Why CDP Platforms are Important?

Personalized Engagement throughout Customer Journey

There is a critical need for businesses to interact with their buyers through a highly personalized engagement. This requires that customers be engaged in a seamless fashion across all channels to provide appropriate product recommendations/information tailored to their immediate needs. When businesses have access to customer data in a fragmented fashion, it is very difficult to deliver a unified customer experience. CDP helps marketers to solve this problem.

Access to reliable customer data

Brands are constantly playing a game of “catch up” when it comes to meeting their customer needs at the right time. Even though businesses have access to more data than ever before, the sheer overload of information can be a staggering superset that provides little to no guidance to the fundamental question “What do customers want?”

According to a Gartner study, 52% of marketing leaders responsible for data and analytics cite data management, data integration and formatting as some of their most time-consuming activities. CDP solves this problem for marketers.

Overcome Data Silos

A Customer Data Platform is the first step towards solving the problem of fragmented, siloed data. It arranges customer data in a way that provides a complete 360-degree view of a customer. A Customer Data Platform provides a centralized data hub that enables teams the ability to provide omnichannel experiences that are always up-to-date with the latest customer interactions.

Unify Cross-Channel Communication

Customers need to be engaged through their preferred choice of channels. Also, across all these channels, consolidated and accurate data needs to be delivered and the experience has to be seamless. This can become more complicated when different departments drive different marketing campaigns targeting the same set of customers. This problem is solved by CDP as it can help to unify marketing efforts across multiple cross channels.

Better Understanding of Customers

By leveraging the information obtained in a Customer Data Platform, businesses can build customer profiles that enable them to truly understand their customers’ wants. Supported by customer behavior analysis, marketers can then formulate effective loyalty-building strategies and make personalization at scale possible

Ensure Data Privacy and Compliance

Additionally, Customer Data Platforms help companies comply with data privacy regulations like the GDPR. With privacy law compliance becoming a priority in the wake of serious lawsuits hitting data powerhouses like Facebook and Google, having a consistent, reliable and secure way of protecting consumer data is important. CDP helps companies to achieve this goal.

7 Key Features of Customer Data Platform

Data Management

Data Management involves the ability to collect, integrate, cleanse and organize complex data to a form that is usable. CDP should have the ability to ingest raw data from multiple sources - online, offline, historical, first/second/third party data, multiple devices. The data should be unified to create individual customer profiles.

Products like Arm's Treasure Data Enterprise CDP collect data from different sources and reduce the need for data cleaning and preparation. The platform integrates customer attribute and behavioral data in a single system, including PoS, IoT, web, SaaS, mobile and offline – in batch and streaming – for multi-channel marketing.

CDP should necessarily have the ability to deal with large scale data and deliver the right level of performance in providing trends, analysis, and reports out of this data.

Visitor Stitching

Visitor Stitching is the ability to combine multiple visits of a single person across multiple devices into a single profile. This capability is crucial to understand the customer journey across multiple channels and gain insight into customer behavior. Many of the CDP platforms incorporate AI and ML technologies to implement visitor stitching.

Customer Segmentation

CDP provides data analysis capabilities to create and define new customer segments which help to create personalized campaigns. CDP helps to build segments based on various attributes including behavioral attributes. For e.g. customers who visited the website in the last month, customers from the west coast region, customers in the age group of 25-38, etc. CDP helps to keep the customer data up to date with automated updates so that segmentation stays relevant. Segmentation helps in running targeted and personalized marketing campaigns.

Our old friend segmentation is not going away in this new CDP-led world, in fact, segmentation becomes more powerful and more important with any CDP

G L

Gary Lee

Digital Strategist

Dashboards and Reporting

Most CDP software provide native reporting and dashboards for visualization. Custom reports provide drill-down abilities to get deeper insight. Dashboards help visualize customer profile trends and help to create, maintain and update audience groups. Dashboards also provide the interface to review and analyze customer profiles and segments. Dashboards also provide visual representation 360-degree view of Customers.

Integrations

Most Customer Data Platforms are designed to enable the data to be made accessible to marketing and sales tools for campaign management, analysis, and business intelligence.

A truly unified customer experience requires integration across your entire marketing technology stack - including analytics platforms, customer data management solutions, and customer experience channels.

Products like Tealium, Amperity and Treasure Data provide out-of-the-box integrations with leading marketing tools across email, display, site personalization, clienteling, customer care, and more enable you to clone predictive individual-level insights throughout your marketing stack – ensuring that personalization tools are delivering the most consistent and relevant experiences to every customer.

Predictive Analytics

Many Customer Data Platforms are also beginning to offer AI-based analytical tools to insightfully interpret customer behavior and offer predictive analytics to anticipated customer activity. Predictive Analytics helps to make sense of the attribute data of the customer profile and also predict trends in the customer journey. These predictions can be based on historical data, customer behavior, and even consolidated customer data across channels. Predictive analytics takes the guesswork out of marketers about when and how to reach the customers - provide accurate and reliable information and triggers to run effective campaigns.

Security and Data Privacy

CDP needs to store a large volume of customer data from multiple sources and this could include personal data. Companies are responsible for ensuring data privacy. Security is the foundation of data privacy. Rigorous security protocols are necessary in order to safeguard the privacy of sensitive customer data. CDP needs to provide a mechanism to secure private data and support compliance mechanisms like GDPR in accordance with local regulations.

AI and Customer Data Platforms

AI brings in advanced data analytics capabilities such as automated insights, anomaly detection, and contribution/driver analysis in order to quickly uncover more insights from their customer data.

Identity Resolution

Resolving customer identities from data collected from multiple sources is a complex task. The traditional rule-based approach will not scale as it needs ongoing upkeep and maintenance. This is where AI and ML technologies help. Companies like Amperity use patented ML technology to unify customer records from every system accurately and comprehensively, even when records lack an email address, phone number, loyalty number, or other traditional identity markers.

Predictive Modeling

AI in CDP helps to build predictive modeling that provides insights into customer behaviors.. Using key attributes and behaviors, AI technology helps to build models that help to create right-sized customer segments.

How to Choose the Right CDP

According to Forbes, 93% of executives expect that using more customer data in their campaigns will “create a noticeable shift in their ability to meet disruptive and competitive challenges.”

B2B or B2C

The choice of CDP can depend on the type of your industry and there are CDP tailored for B2C and e-commerce.

Industry Vertical

There are CDPs that are tailor-made for specific verticals like BFSI, healthcare, e-commerce.

Omni-Channel support

It is important to analyze your omnichannel strategy while choosing CDP. Some CDPs can be strong in providing orchestration with specific channels like email and website and not so much with social media. If your strategy is leaning towards social media, then you have to choose CDP which is strong in all these channels.

Time to Value

CDP deployment can be complex as it needs integration with several other tools like data collection sources on one side and marketing stack tools for data activation. So it is important to understand integration capabilities and time to set up and run and the complexities involved. Also, it is important to analyze how compatible CDP is with your company’s tech stack.

Scale and Performance

CDP, by its very nature, needs to deal with a large volume of data and the platform should provide necessary scale and performance.

Choice of Technology

The underlying technology in CDP can be complex and it is important to understand the capabilities of the underlying data engine and data integration abilities. Also, AI plays a key role in analytics and building a 360-degree customer view.

Data Privacy and Compliance

Since CDP very often involves storing and managing private data of customers, CDP should have support to maintain data privacy and provide compliance as per local regulations.

In sectors such as banking, finance, and insurance;, healthcare, legal, etc, it is crucial to maintain prospect and customer privacy, as well as have the most real-time, up to date customer data available to communicate with them accurately and securely. So CDP should provide a robust and secure data management stack to facilitate this.

Budget

CDP is a great tool for marketers. But they can come at a cost, not just in the cost of the software, but also with additional professional services cost and ongoing support. It is good to understand the total cost implications to deploy CDP fully. However, ROI over a period of time could fully justify this investment.

Challenges in Deploying CDP

Deploying a Customer Data Platform can be complex. Every business is different and comes with its own unique legacy data, which needs to be sifted through and incorporated. Added to that are the business / industry-specific requirements and the marketing objectives, which can further complicate implementation.

Here are some of the common challenges faced by businesses when implementing a Customer Data Platform.

Lag in collecting threshold level data

For a Customer Data Platform to become fully operational in a company, there could be a lag due to time taken for new data to arrive. It could take a considerable time for new data to be gathered and ready for loading to the platform.

Training and Support

For organizations not used to CDP, there would be training and skill-building needed to effectively use CDP. Though CDP is meant for marketers, they could be challenged if they are first time users.

Scalability and Extensibility

Customer data can grow exponentially over a period of time and specifically if it is multi-channel and in a B2C environment. The Customer Data Platform also needs to be future-proof to company growth, else it can become obsolete in no time. A scalable architecture that can handle expected types of integration and sources is important.

Time to Value

Implementation can be easy or hard depending on the current state of data within the business. Also, every business will have different requirements, goals, and tools – so very often, it would be difficult to predict deterministically how long the implementation process will actually take.

ROI of CDP

Research from McKinsey shows companies deliver five to eight times the RoI on marketing spend, and boost sales by 10 percent or more when they leverage data-driven personalization.

But in addition to serving customers and prospects in a meaningful way, a Customer Data Platform can also impact your RoI through:

Operational Savings

With sales, marketing, and service automation getting more advanced, a Customer Data Platform will provide a firm foundation for future operational changes.

GDPR Compliance

Customer Data Platforms play an important role in both compliance and administration, saving on both associated costs and penalties.

Media Savings

Better data enables marketing teams to optimize targeting and save dollars on wasted clicks and impressions.

Data Monetization

Understanding customers also implies the ability to serve them with content or services that they need. Customer Data Platforms can, therefore, enable more paths to monetization through targeted advertising of your products and services as well as your advertisers or partners.

Customer Retention

It costs a business more money to find a new customer than to retain an existing one. A Customer Data Platform helps improve your communication and response with existing customers and delivers a positive impact on your bottom line.

Which of these 112 Customer Data Platform software fit your needs?

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112 Customer Data Platform Software

Optimove

Relationship Marketing Hub that help marketers drive growth by transforming customer data into actionable insights

4.28

Read Reviews
Optimove Icon

Optimove

4.28
★★★★★
★★★★★
Relationship Marketing Hub that help marketers drive growth by transforming customer data into actionable insights

Optimove is a Relationship Marketing Software as a service platform that drives measurable growth through targeted campaigns, measurement and optimization. It is suited for enterprises looking to use intelligent communications to understand and impact customer behavior.

Highlights
Top Business Usecases : Engagement management,Lifetime value management,Engaging and following up
Top Features : Personalization,Micro customer segmenting,Dashboard
Optimove Icon

Vendor: Optimove

Company Size: 101-250

HQ Location: 217 West 21st St., 2nd Floor, New York, New York 10011, US

Financials: SERIES A

SessionM

Customer Data & Engagement Platform to increase customer loyalty

4.31

Read Reviews
SessionM Icon

SessionM

4.31
★★★★★
★★★★★
Customer Data & Engagement Platform to increase customer loyalty

SessionM is a customer loyalty and engagement platform. It is purpose-built to increase customer loyalty through delivering superior personalized experiences leveraging customer data. Each element of the platform is designed to enhance the loyalty, profitability, and satisfaction of customers.

Highlights
Top Business Usecases : Loyalty management,Engagement management,Engaging and following up
Top Features : Gamification,Personalization,Rewards
SessionM Icon

Vendor: SessionM

HQ Location: 2 Seaport Lane, Boston, MA 02210, US

Treasure Data

Customer Data Platform to drive outstanding customer experiences

4.39

Read Reviews
Treasure Data Icon

Treasure Data

4.39
★★★★★
★★★★★
Customer Data Platform to drive outstanding customer experiences

Treasure Data a Customer Data Platform that brings together various customer data through online, offline, and even from IoT devices – to create individual customer profiles. It helps to increase ROI, sales & revenue.

Highlights
Top Business Usecases : Engagement management,Engaging and following up,Workflow management
Top Features : Personalization,Dashboard,Recording
Treasure Data Icon

Vendor: arm limited

Company Size: 5001-10000

HQ Location: 110 Fulbourn Road, Cambridge, Cambs CB1 9NJ, GB

Financials: IPO

Blueshift

Customer Data Platform that activates data across the entire omnichannel customer journey

4.25

Read Reviews
Blueshift Icon

Blueshift

4.25
★★★★★
★★★★★
Customer Data Platform that activates data across the entire omnichannel customer journey

Blueshift is a Customer Data Platform including Multi Channel activation. Emails, Mobile Push, SMS, Personalized web experiences, Conversational marketing and Audience Ad targeting are some of the channels used for customer conversion campaigns.

Highlights
Top Business Usecases : Engagement management,Engaging and following up,Campaign management
Top Features : Personalization,Templates,Alerts: popups & Notifications
Blueshift Icon

Vendor: Blueshift

Founded: 2014

Company Size: 11-50

HQ Location: San Francisco, CA

Financials: SERIES B

MarkLogic Data Hub Platform

MarkLogic | Data Integration and NoSQL Databases for Your Business

4.44

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MarkLogic Data Hub Platform

4.44
★★★★★
★★★★★
MarkLogic | Data Integration and NoSQL Databases for Your Business

Marklogic Data Hub Platform is a Data Integration platform for Enterprises . It is used in the Financial Services, Healthcare, Insurance and other Manufacturing Industries and Media

Highlights
Top Business Usecases : Communication management,Sending & publishing communications,Collaboration
Top Features : Recording,Personalization,Templates
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Vendor: Marklogic

Founded: 2001

Company Size: 501-1000

HQ Location: 999 Skyway Boulevard, Suite 200 San Carlos, CA 94070

Financials: PRIVATE

Hull

Customer data platform that help brands shape meaningful relationships with their customers

4.53

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Hull

4.53
★★★★★
★★★★★
Customer data platform that help brands shape meaningful relationships with their customers

Hull is a customer data platform that collects, unifies and enriches your product, marketing and sales data and synchronizes it to all your tools. It is suited for businesses looking to handle customer data in a unified location and engage loyal customers at scale.

Highlights
Top Business Usecases : Campaign management,Campaign analytics,Segmentation and targeting
Top Features : Personalization,Capture information,Auto update
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Vendor: Hull

Company Size: 11-50

HQ Location: Hull and East Yorkshire UK

Financials: SEED

Hive Marketing Cloud

Customer Insight and Engagement Platform

4.41

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Hive Marketing Cloud

4.41
★★★★★
★★★★★
Customer Insight and Engagement Platform

Hive Marketing Cloud is a Customer Insight and Engagement Platform that enables marketers to increase the value of their customers through guided and personalised engagement across multiple channels and devices.

Highlights
Top Business Usecases : Collaboration,Engagement management,Engaging and following up
Top Features : Personalization,Alerts: popups & Notifications,Widgets
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Vendor: Hive Marketing Cloud

Company Size: 11-50

HQ Location: Unit 3 - North Court, The Courtyard, Bradley Stoke, Bristol, BS32 4NQ, GB

Financials: PRIVATE

Reltio

Customer Data Platform to Power Connected Customer Experiences

4.38

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Reltio

4.38
★★★★★
★★★★★
Customer Data Platform to Power Connected Customer Experiences

Reltio is a customer data platform that enables customer experience to drive hyper-personalization, accelerate real-time operations, and simplify compliance with consent and privacy laws. It helps to gain business agility, and bring big ideas to life.

Highlights
Top Business Usecases : Customer engagement,Segmentation and targeting,Customer experience management
Top Features : Personalization,Recording,Calculator
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Vendor: Reltio

Company Size: 101-250

HQ Location: 100 Marine Parkway, Redwood Shores, CA 94065, US

Financials: SERIES D

Tamr

Tamr Inc.: Tamr Agile Data Unification and Management ...

4.00

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Tamr

4.00
★★★★★
★★★★★
Tamr Inc.: Tamr Agile Data Unification and Management ...

Tamr is an Enterprise data mastering platform that combines machine learning-based models, rules, and human feedback to quickly and easily publish accurate, up-to-date enterprise data. It helps to improve visibility to organization's data operations and accelerates business outcomes through data-driven insights.

Highlights
Top Business Usecases : Workflow management,Sending & publishing communications,Communication management
Top Features : Recording,Personalization,Capture information
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Vendor: Tamr

Company Size: 101-250

HQ Location: Cambridge, MA

Financials: SERIES B

Twilio Engage

Build data-driven, personalized customer experiences that grow lifetime value

4.49

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Twilio Engage

4.49
★★★★★
★★★★★
Build data-driven, personalized customer experiences that grow lifetime value

Twilio Engage is the marketing solution that combines the power of a native customer data platform (CDP) and native multichannel in order to enable businesses to deliver data-driven personalization and promote efficient growth.

Highlights
Top Business Usecases : Engagement management,Advertisement,Communication management
Top Features : Personalization,Micro customer segmenting,Ticketing
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Vendor: Twilio

Founded: 2008

Company Size: 1001-5000

HQ Location: 375 Beale Street, Suite 300, San Francisco, CA 94105

Financials: IPO

Openprise RevOps Performance Platform

Customer Data Platform to improve the performance of every go-to-market initiative.

4.73

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Openprise RevOps Performance Platform

4.73
★★★★★
★★★★★
Customer Data Platform to improve the performance of every go-to-market initiative.

Openprise RevOps Performance Platform helps to automate critical data management processes so you can execute more effective campaigns and accelerate growth. It is suited for any business looking to scale up, simplify and auto-manage all key processes in marketing and sales.

Highlights
Top Business Usecases : Account management,Customer feedback management,Engagement management
Top Features : Feedback surveys,Recording,Personalization
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Vendor: Openprise

Company Size: 11-50

Financials: SERIES A

Leadspace Customer Data Platform

Customer Data Platform to drive personalized customer engagement with industry-leading data & AI

4.32

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Leadspace Customer Data Platform

4.32
★★★★★
★★★★★
Customer Data Platform to drive personalized customer engagement with industry-leading data & AI

Leadspace Customer Data Platform helps B2B sales and marketing team to drive personalized customer engagement with a focus on growing revenue. This CDP platform helps to manage customer data with AI backed technology.

Highlights
Top Business Usecases : ABM,Customer engagement,Engaging and following up
Top Features : Personalization,Recording,Predictive scoring
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Vendor: Leadspace

Founded: 2016

Company Size: 51-100

HQ Location: 445 Bush Street, Suite 900 San Francisco, CA 94108

Financials: SERIES C

Bloomreach

Bloomreach - Powering Enterprise CMS and Optimizing Commerce Experiences

4.66

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Bloomreach

4.66
★★★★★
★★★★★
Bloomreach - Powering Enterprise CMS and Optimizing Commerce Experiences

Bloomreach is the world’s #1 Commerce Experience Cloud, empowering brands to deliver customer journeys so personalized, they feel like magic. It offers a suite of products that drive true personalization and digital commerce growth, including Discovery, offering AI-driven search and merchandising; Content, offering a headless CMS; and Engagement, offering leading CDP and marketing automation solutions. Together, these solutions combine the power of unified customer and product data with the speed and scale of AI-optimization, enabling revenue-driving digital commerce experiences that convert on any channel and every journey.

Highlights
Top Business Usecases : Campaign management,Engagement management,Helpdesk management
Top Features : Personalization,Dashboard,Alerts: popups & Notifications
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Vendor: Bloomreach

Founded: 2009

Company Size: 251-500

HQ Location: BloomReach, Inc. 82 Pioneer Way Mountain View, CA 94041

Financials: SERIES F

Insider Platform

AI-powered Marketing Platform that help marketers drive growth

4.59

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Insider Platform

4.59
★★★★★
★★★★★
AI-powered Marketing Platform that help marketers drive growth

Insider platform is a growth management platform for digital marketers to drive growth across the funnel, from acquisition to activation, retention, and revenue.

Highlights
Top Business Usecases : Customer engagement,Ad management,Segmentation and targeting
Top Features : Personalization,Push Notification,Templates
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Vendor: Insider

Company Size: 1001-5000

HQ Location: 16192 Coastal Hwy, Lewes, DE 19958, USA

Financials: SERIES D

Funnel

Automated Data Collection & Marketing Reports

4.55

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Funnel

4.55
★★★★★
★★★★★
Automated Data Collection & Marketing Reports

Funnel is a marketing data intelligence platform for agencies, eCommerce, retail that supports data collection from any marketing or advertising data source and transforms marketing data into automated marketing reports. It helps to improve ROI and acquire customers.

Highlights
Top Business Usecases : Advertisement,Competitive intelligence,Campaign management
Top Features : Dashboard,SEM,Calculator
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Vendor: Funnel.io

Company Size: 201-500

HQ Location: Drottninggatan 89, Stockholm, SE

Financials: SERIES C

Calibermind

CaliberMind | B2B Customer Data Platform

4.54

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Calibermind

4.54
★★★★★
★★★★★
CaliberMind | B2B Customer Data Platform

Calibermind is a Customer Data Platform built for B2B Marketers, and Finance teams for growing revenue and optimizing pipeline using data, analytics and automation. It can be used in large enterprises and businesses of all sizes.

Highlights
Top Business Usecases : Account management,Engagement management,Engaging and following up
Top Features : Personalization,Dashboard
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Vendor: Calibermind

Founded: 2016

Company Size: 11-50

HQ Location: 2000 Central Ave., Boulder, CO 80301, US

Financials: SERIES A

adverity

Adverity | Data Intelligence Platform for Business Growth

4.48

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adverity

4.48
★★★★★
★★★★★
Adverity | Data Intelligence Platform for Business Growth

Adverity is a Marketing Analytics platform enabling data acquisition, visualizations, and augmented analytics to provide data based insights that can be used by agencies and brands for performance optimization and growth. It can be used across industries such as eCommerce, Telecom, Travel, Hospitality and more.

Highlights
Top Business Usecases : Helpdesk management,Campaign management,Advertisement
Top Features : Dashboard,Widgets,Calculator
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Vendor: Adverity

Company Size: 101-250

HQ Location: Rathausstrabe 1, 2nd Floor, Vienna, 1010, AT

Financials: SERIES B

SALESmanago

Customer data platform with omnichannel communication to improve conversion

4.48

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SALESmanago

4.48
★★★★★
★★★★★
Customer data platform with omnichannel communication to improve conversion

SALESmanago is the only no-code, AI-driven Customer Data, and Marketing Automation Platform, used by 3000+ midmarket and large Enterprises in 50 countries including Starbucks, Vodafone, BMW, Crocs, Victorias Secret and many other global brands. Financial Times ranks SALESmanago as the fastest-growing marketing automation platform in Europe with 2 months of free Proof of Concept.

Highlights
Top Business Usecases : Generation of new leads,Advertisement,Inbound marketing
Top Features : Personalization,Alerts: popups & Notifications,Dashboard
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Vendor: SALESmanago

Founded: 2011

Company Size: 101-250

HQ Location: Grzegórzecka 21, 31-532 Kraków

Financials: PRIVATE

ReSci

Email marketing automation with AI to deliver relevant experiences to the customers

4.46

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ReSci

4.46
★★★★★
★★★★★
Email marketing automation with AI to deliver relevant experiences to the customers

ReSci is email automation and customer data platform that empower innovative marketers with artificial intelligence to deliver relevant experiences to their customers. It helps to enhance customer relationships and increase customer lifetime value.

Highlights
Top Business Usecases : Engagement management,Engaging and following up,Advertisement
Top Features : Personalization,Templates,Micro customer segmenting
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Vendor: Retention Science

Company Size: 51-100

HQ Location: 2601 Ocean Park Blvd. Ste 104, Santa Monica, CA 90405, US

Financials: SERIES A

Selligent Marketing Cloud

Marketing Automation to engage customers across all critical channels.

4.40

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Selligent Marketing Cloud

4.40
★★★★★
★★★★★
Marketing Automation to engage customers across all critical channels.

Selligent Marketing Cloud is an AI-powered omnichannel marketing automation platform that enables B2C marketers to provide personalized customer experiences across all channels and devices.

Highlights
Top Business Usecases : Digital marketing,Engagement management,Campaign management
Top Features : Personalization,Templates,Feedback surveys
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Vendor: Selligent

Founded: 1988

Company Size: 501-1000

HQ Location: 550 S. Winchester Blvd Suite 250 San Jose CA – 95128

Financials: M&A

Ometria Platform

Customer marketing for retail | Ometria.com?

4.39

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Ometria Platform

4.39
★★★★★
★★★★★
Customer marketing for retail | Ometria.com?

Ometria Platform is a customer marketing platform for marketing teams for creating personalized experiences across the customer journey to increase customer engagement and revenue.

Highlights
Top Business Usecases : Channel marketing,Engagement management,Communication management
Top Features : Personalization
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Vendor: Ometria

Company Size: 101-250

HQ Location: The Tea Building, London, London E1 6JJ, GB

Financials: SERIES B

Maropost

Marketing Automation platform for multi-channel customer engagement

4.38

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Maropost

4.38
★★★★★
★★★★★
Marketing Automation platform for multi-channel customer engagement

Maropost is a unified customer engagement platform that connects companies with their customers at every step of their journey. It is designed for enterprises looking to engage the audience with personalized messages across every channel to boost engagement and revenue.

Highlights
Top Business Usecases : Engagement management,Engaging and following up,Campaign management
Top Features : Personalization,Dashboard,Landing page
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Vendor: Maropost

Founded: 2011

Company Size: 101-250

HQ Location: 155 University Ave. Suite 1900 Toronto Ontario M5H 3B7 Canada

Financials: SERIES B

BuyerGenomics

Database Marketing | BuyerGenomics

4.38

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BuyerGenomics

4.38
★★★★★
★★★★★
Database Marketing | BuyerGenomics

BuyerGenomics is a predictive marketing automation software that delivers the ability to target right message to the right person at the right time. It is suited for businesses looking to grow customer value and improve customer acquisition.

Highlights
Top Business Usecases : Database marketing,Engagement management,Lifetime value management
Top Features : Personalization,Recording,Micro customer segmenting
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Vendor: BuyerGenomics

Company Size: 11-50

Financials: NA

Listrak

Marketing automation platform that delivers seamless, personalized cross-channel interactions

4.38

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Listrak

4.38
★★★★★
★★★★★
Marketing automation platform that delivers seamless, personalized cross-channel interactions

Listrak is a marketing automation platform for retailers which provides seamless, personalized customer interactions to accelerate growth and engagement.

Highlights
Top Business Usecases : Engagement management,Engaging and following up,Lead analytics
Top Features : Personalization,Templates,Alerts: popups & Notifications
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Vendor: Listrak

Founded: 1999

Company Size: 251-500

HQ Location: Listrak, 100 West Millport Road, Lititz, PA 17543

Financials: PRIVATE