Nowadays, it can take from twenty-five to thirty touch points to make a sale because prospects are bombarded with messages, and it’s harder and harder to cut through the noise. However, catching the attention of the lead is not the only problem salespeople face. With loads of channels, messages, and workers involved, we could actually miss a buying signal or a valuable data point along the way.
Keeping track of dozens of tools can get messy, so to prevent that, you should invest in customer data platform software. A customer data platform (CDP) is a data management tool that collects relevant data about your clients and unifies it in one place to create constantly evolving and accurate customer profiles.
Solutions like that keep track of behavior patterns and buying signals and gather all kinds of available information from the web. This allows you to understand your current and potential clients better, craft personalized buyer experiences, and get a better return on investment (ROI) from your data.
If that's exactly what you want from your data, then check out this list of the top fifteen customer data platforms with tips to find the one best suited for your business.
A customer data platform (CDP) by definition is an interactive database that is used for collecting relevant sales and behavioral data of your customers, creating extensive and constantly evolving individual data profiles.
Such software can gather data from channels like websites, apps, digital assistants, and marketing clouds. It collects data including demographics, psychographics, behavioral, firmographics, transactional, and more. Most importantly, all of the data is collected in a legal way and can be constantly updated.
A customer data platform provides a better understanding of your existing and potential customers, allows the crafting of hyper-personalized sales and marketing campaigns, ties new data together with the ones you already have, and is usually compatible with your existing tools.
Being able to understand your customers' needs across every platform where your interaction happens is a critical first step in aligning your marketing efforts and truly becoming a customer-oriented service provider.
A CDP gathers data from every channel (no matter what format it comes in), compiles it into one extensive customer profile, and helps marketers activate it. It provides the business intelligence you need to tailor messaging and create real relationships that last.
A CDP data model powers on when a customer interacts with your business. This can be through an email, ad, website, chatbot, landing page, or social media. At that moment, special pixels used in a CDP start gathering information.
Data points can vary from basic contact info to specific customer behavior. The most significant thing about CDP is that all of the data is compliant with data collection rules, is gathered directly from the source, and gets updated if the variables change.
The customer data management platform collects the data (online or offline), creates personal profiles for each customer, and compiles an extensive database for your marketers to use. It is crucial for a better customer experience (CX), better targeting, and better results.
Since CDP is a relatively new term in the industry, some might get it confused with other related products: data management platform (DMP) or customer relationship management (CRM) software. While these platforms share some similarities with CDPs, they have distinct purposes, functionalities, and use cases. Let’s dig into their main differences to avoid any confusion between those terms.
A DMP mainly focuses on anonymous users and third-party data. Its primary source of information is cookies, and it’s mostly used to support web display advertisements.
On the other hand, the CDP tracks both identifiable and anonymous users and mainly focuses on first-party data accordingly. Rather than tracking just a few parameters, it finds all available information for creating highly personalized marketing campaigns.
Although both the CDP and CRM software are absolutely vital for any marketer, they perform different functions in the field.
Marketing automation systems, or CRMs, are used both in sales and marketing for tracking every prospect and customer interaction, managing customer data, automating routine tasks like email send-outs or contact segmentation, or even scheduling social media posts.
CRMs are perfect for storing data, tracking customer relationships, and crafting outreach campaigns across different channels. However, CRMs are more like storage rooms that need to be constantly updated with new information while CDPs constantly evolve like the internet.
While we’ve established the difference between CDP, DMP, and CRM and their importance for marketing, let's talk about the unique value that a customer data platform can bring to your business. Here are three main benefits of using a CDP:
According to Statista, 90% of consumers in the U.S. find the idea of personalization appealing. When you know who your customers are and what they need, it sharpens your targeting and outreach efforts and therefore creates a hyper-personalized customer experience.
CDP collects and aggregates big amounts of data from all over the place, unites it, and makes a picture of your potential customer much clearer. It helps you to relate to them on a deeper, individual level, which will lead to better communication.
Most customers are ready to share some of their information to get a personalized experience. But what about the security of that data? If sensitive information goes public, at least 71% of customers say they will walk away from your company. Plus, because a CDP is programmed to gather data from every possible resource, it creates a 360-degree view of the customer. And if any of the data components change, the data in the CDP will evolve as well. However, experts also recommend adding an additional layer of security and implement the most secure VPNs.
A CDP only seeks out customer information that is allowed to be gathered (GDPR compliant) and it is only available to you.
Plus, because a CDP is programmed to gather data from every possible resource, it creates a 360-degree view of the customer. And if any of the data components change, the data in the CDP will evolve as well.
The biggest benefit of a CDP over other solutions is that you get one place for all data. Now, all the teams that usually work separately (IT, sales, marketing, copy, and designers) get to see a unified database and customer data integration with the tools they already use. This way, no matter what channel a customer uses, a CDP creates a seamless experience across all platforms.
Besides these three biggest benefits, CDP implementation requires minimal effort in terms of setup, provides real-time data, and is more cost-effective than any lead list you could purchase. If any of these needs are relevant to you, a CDP is on your horizon, but first, you'll have to go through the process of choosing one.
To select the best CDP solution for your business, consider the following questions:
Besides C-level management that greenlights such important decisions, you should also consider the right decision-makers who will be using a CDP directly. If you have a CRM, some data is there already, so you’ll need a representative from that side. Plus, you should include stakeholders from sales, customer success, and marketing.
We know that having a CDP is beneficial; however, it’s easy to get caught up and forget the actual tasks you want it to solve. Here are some questions to ask:
Whatever the reason is, you should brainstorm ideas and come up with several use cases.
When you start comparing vendors, there are a few ways you can classify them:
You should make a list of questions about how their CDP works, the tools it can be integrated with, the data sources it uses, its compliance with GDPR and CCPA, what analytics it offers, and if it includes any bonus services.
Today, the competition between CDP vendors is high, which is good for you because you’ll have plenty to choose from. However, there is also the chance you can get lost in the number of options. To help you out, we’ve created a list of the fifteen most popular customer database platforms.
Pricing: By request
Free Trial: Not available
CRM Integration: Available
Browser Extension: Not available
The CIENCE combines multiple elements of a great, modern CDP:
CIENCE teams use a sales intelligence platform that offers over 140 million accurate records applicable for any industry, paired with a custom approach to provide a 360-degree view of prospects. The records are verified daily and perfectly match the ideal customer profile (ICP).
CIENCE's advanced technology captures event data from any website and harnesses that information in a 360-degree view of all interactions.
Together, these features offer robust CDP use and data flexibility.In addition to a comprehensive data plan, our teams employ various strategies, such as (real-time ID of data), reporting and analytics, data licensing and validation, audience activation, custom research, data enrichment, deep profiling and micro-segmentation, and professional outreach support.
Pricing: By request
Free Trial: Not available
CRM Integration: Available
Browser Extension: Not available
Real-Time CDP collects B2B data from across systems and unifies it into real-time profiles ready for activation across any channel. The tool provides hundreds of prebuilt and customizable connections to build complete profiles and activate audiences. It also delivers a flexible and configurable data governance framework that keeps data safe while giving teams the access they need.
Pricing: By request
Free Trial: Available
CRM Integration: Available
Browser Extension: Not available
Oracle Marketing is a CDP solution that converts data from multiple channels into a single profile for a better understanding of a customer perspective. Its key features include data quality management, A/B testing, launch of marketing campaigns, real-time data, lead nurturing, marketing automation, and various app integrations. It is meant to show a greater ROI on digital marketing and build customer loyalty through excellent campaign performance.
Pricing: From $120 per month
Free Trial: Available
CRM Integration: Available
Browser Extension: Not available
Segment is a CDP software that offers collecting, controlling, and cleansing data for better audience engagement. It’s perfect for data collection and integration, data centralization, audience management, and omnichannel messaging. Segment monitors every signal that comes from every channel you use and transforms it into smart personalization tips that allow your engagement to feel individually crafted.
Pricing: By request
Free Trial: Not available
CRM Integration: Not available
Browser Extension: Not available
Emarsys is an omnichannel CDP tool that streamlines data from multiple platforms for the benefit of your business. It is most suitable for e-commerce, retail, and travel businesses. It provides AI-optimized data collection, real-time analytics, A/B testing, and third-party tools integration. It also offers marketing automation, customer lifecycle management, sales intelligence, and analytics.
Pricing: By request
Free Trial: Not available
CRM Integration: Available
Browser Extension: Not available
Bloomreach is a CDP software that focuses on delivering extra personalized customer journeys through data collection. This commerce experience cloud offers AI-driven search, customer engagement, marketing automation, merchandising, and a content management system. It offers solutions for businesses in any industry to create client experiences with a personal touch.
Pricing: By request
Free Trial: Not available
CRM Integration: Available
Browser Extension: Not available
CaliberMind is a CDP software that analyzes, cleans out, organizes, and activates the data you have. It helps to see where your funnel is leaking, what is your perfect client like, how to shorten the sales cycle, and what prospecting techniques are working for you. CaliberMind’s philosophy is that no lead or investment should ever go to waste.
Pricing: By request
Free Trial: Not available
CRM Integration: Not available
Browser Extension: Not available
Insider is one of the top-rated CDP companies that enables marketers to gather data from all the channels for a united, highly individualized customer experience. This CDP has three main offerings: to connect (using unified profiles and segmentation), to predict (analyzing online customer interactions), and to individualize (using built-in AI and machine learning).
Pricing: By request
Free Trial: Not available
CRM Integration: Not available
Browser Extension: Not available
mParticle is an AI-powered customer data platform designed to increase customer loyalty and retention through the proper use of data. It creates comprehensive customer profiles that gather, unify, and synchronize data. It gathers the data through secure APIs and connects it with the tools you use. The data that’s gathered is then transformed into a data audience that evolves along with your needs.
Pricing: By request
Free Trial: Not available
CRM Integration: Available
Browser Extension: Not available
Listrak is one of the customer data platform companies that can do it all: behavioral triggers monitoring, cross-channel orchestration, predictive personalization, customer behavior analytics, segmentation and personalization, foundational marketing, and gathering all the collected data in one place. You can track your customers’ journeys, send relevant messages in any channel, and use AI insights and behavioral triggers to maximize customer engagement and revenue.
Pricing: By request
Free Trial: Not available
CRM Integration: Available
Browser Extension: Not available
ActionIQ is a CDP platform vendor that transforms customer data into meaningful experiences by managing data governance, costs, and performance. It gathers data from any source you use, unifies it to create a full-view profile, carefully segments it, implements it in the multichannel outreach, and monitors it live. It serves both B2B and B2C industries and brings the work of various departments into one place.
Pricing: By request
Free Trial: Not available
CRM Integration: Available
Browser Extension: Not available
With the customer data platform from SAP, you can gather data from across your enterprise to make informed business decisions, strengthen customer relationships, and gain new revenue. SAP allows you to combine customer data with back-office data and get a 360-degree view of your lead. It is only collecting permission-based data to comply with the data production rules and build client trust. It also provides insight activation so you can promptly act and react during the decision-making process.
Pricing: By request
Free Trial: Not available
CRM Integration: Available
Browser Extension: Not available
Treasure Data is one of the top CDP platforms that unites your teams around a single data platform, provides real-time data analytics, and offers expert support to fuel your growth. Among the special features are more than 180 out-of-the-box connectors that unify all your data and an enterprise-grade security and privacy system that keeps your data protected.
Pricing: From $249 per month
Free Trial: Available
CRM Integration: Available
Browser Extension: Not available
Totango is an intelligent customer data platform that connects the dots on customer information and keeps a handle on customer health changes so you can take needed sales actions at the right time. It offers a 360-degree view of the financial data from the tools like Salesforce and Netsuite, product usage data, survey responses, satisfaction scores, behavioral data, and every interaction with a customer.
Pricing: By request
Free Trial: Available
CRM Integration: Not available
Browser Extension: Not available
Lytics is one of the best CDP platforms for digital marketers that want to build personalized experiences quickly, easily, and affordably. It unifies your customer data in one complete profile, sets up real-time tracking of buying signals, and automates your workflows. Its solutions can be tailored to your buyer persona, industry, or prospecting needs.
The best salespeople know how to hit the right spot when prospecting: what pain points are the companies facing right now, how ready they are to buy, where they come from, and what is important to them. While one or two people may have a gift to guess those things, the majority have a lot of actionable data to back up their techniques.
CDP companies are responsible for finding that data for you—whether it’s already tangled in your archives or has to be researched from scratch. A good CDP platform would research, track, and organize all of the information you need to provide better customer service, strengthen customer relationships, and bring in better sales results.