Beyond CRM: Why CDPs are the Next Big Thing in Marketing Tech

1. Segment

Segment is a leading CDP that focuses on collecting, cleaning, and unifying customer data from various touchpoints into a centralized database. It allows businesses to gain a 360-degree view of their customers and send that data to various tools, including marketing, analytics, and customer service platforms.

• Key Features:
• • Cross-channel data collection from websites, mobile apps, and other digital touchpoints.
  • Integration with over 300 applications, allowing seamless data flow to marketing, analytics, and sales platforms.
  • Real-time customer profile creation and segmentation for personalized marketing campaigns.
  • Identity resolution, which merges user data across multiple devices and touchpoints to create a unified profile.
• Best For: Companies looking for an easy way to gather and route customer data across various platforms.

2. Treasure Data

Treasure Data is an enterprise-grade CDP that offers robust scalability and flexibility. It provides advanced data collection and analysis capabilities, suitable for large businesses with diverse datasets.

• Key Features:
  • Seamless data integration from over 150 data sources, including online and offline channels.
  • Advanced AI and machine learning tools for customer segmentation and predictive analytics.
  • Customizable data workflows to automate marketing and sales efforts.
  • Powerful identity resolution capabilities for managing complex customer data sets.
• Best For: Large enterprises needing flexible, AI-driven insights with complex data processing requirements.

3. Tealium AudienceStream

Tealium AudienceStream is a leading CDP known for its robust real-time data management and audience segmentation. It integrates with numerous marketing and analytics platforms to provide a seamless, unified customer view.

• Key Features:
  • Real-time data integration from websites, apps, IoT devices, and offline channels.
  • Advanced customer journey orchestration, allowing marketers to deliver personalized experiences in real-time.
  • Machine learning capabilities for creating predictive models and behavior-based segmentation.
  • Extensive integration options with various analytics and marketing automation tools.
• Best For: Businesses seeking real-time, behavior-driven customer segmentation and personalized engagement.

4. Salesforce CDP

Salesforce CDP leverages Salesforce’s vast ecosystem to provide a customer-centric data management platform. It’s highly integrated with Salesforce CRM, making it a great option for businesses already using Salesforce products.

• Key Features:
  • Unified customer profiles that bring together data from Salesforce and non-Salesforce sources.
  • Real-time personalization and engagement based on customer behavior.
  • Advanced AI-driven recommendations and insights powered by Salesforce Einstein.
  • Cross-channel data integration and management, providing a 360-degree customer view.
• Best For: Companies already using Salesforce looking to enhance their CRM data with personalized marketing capabilities.

5. Adobe Experience Platform

Adobe Experience Platform (AEP) is a comprehensive CDP that allows marketers to unify, analyze, and activate customer data across channels in real-time. It’s highly integrated with Adobe’s suite of tools, such as Adobe Analytics, Adobe Target, and Adobe Campaign.

• Key Features:
  • Real-time data ingestion and processing from online and offline channels.
  • Centralized customer profiles with identity stitching and data governance features.
  • Integration with Adobe’s AI engine, Adobe Sensei, for predictive insights and personalization.
  • Robust audience segmentation and activation across various marketing channels.
• Best For: Enterprises using Adobe’s marketing suite, looking for advanced data management and analytics capabilities.

6. BlueConic

BlueConic is a flexible and intuitive CDP designed for marketers who want to collect, unify, and activate first-party data across different channels. Its ease of use and scalability make it an excellent option for businesses of all sizes.

• Key Features:
  • Easy data collection and integration from various touchpoints like websites, apps, email, and more.
  • Centralized customer profiles with cross-channel identity resolution.
  • Real-time customer segmentation and activation based on behavior and demographics.
  • Integration with popular marketing and advertising platforms to deliver personalized campaigns.
• Best For: Mid-sized companies looking for a user-friendly CDP to drive personalized marketing efforts.

7. Optimove

Optimove is a specialized CDP and customer relationship management (CRM) solution that focuses on personalized marketing and retention. It’s ideal for marketers who want to drive loyalty through data-driven insights.

• Key Features:
  • Multi-channel data integration from websites, mobile apps, CRMs, and email platforms.
  • AI-driven segmentation and campaign orchestration for personalized customer engagement.
  • Predictive modeling tools that analyze customer lifetime value (CLV) and churn rates.
  • Advanced reporting and analytics to measure the effectiveness of marketing campaigns.
• Best For: Companies focused on customer retention, loyalty, and optimizing long-term relationships.

8. Lytics

Lytics is a data-centric CDP that uses machine learning to deliver personalized customer experiences across digital touchpoints. It excels in real-time segmentation and predictive analytics, making it a great option for businesses focused on advanced personalization.

• Key Features:
  • Real-time data ingestion and customer segmentation based on behavior, engagement, and intent.
  • AI-driven insights and predictive analytics for customer journey mapping.
  • Integration with marketing and analytics platforms to trigger personalized experiences across channels.
  • Unified customer profiles and identity resolution capabilities.
• Best For: Marketers looking to leverage machine learning and AI to improve customer engagement and personalization.

9. mParticle

mParticle is a highly flexible CDP that excels in collecting, managing, and activating customer data from multiple sources. It’s ideal for businesses needing a customizable platform to handle large amounts of data in real time.

• Key Features:
  • Real-time data unification from multiple channels, including mobile, web, and IoT devices.
  • Strong data governance tools that help ensure data compliance and privacy.
  • Seamless integration with various marketing, analytics, and data warehousing tools.
  • Advanced audience segmentation and real-time personalization capabilities.
• Best For: Large enterprises or businesses with complex, high-volume data requirements and a focus on real-time data management.

10. Zaius (now Optimizely)

Zaius is a CDP that focuses on eCommerce and B2C businesses, helping them create personalized marketing campaigns based on deep customer insights. It provides a complete picture of the customer journey, making it easier to target the right audience at the right time.

• Key Features:
  • Unified customer profiles with cross-channel data integration.
  • AI-driven predictive analytics and segmentation tools for personalized marketing.
  • Integration with popular marketing platforms to deliver highly personalized campaigns.
  • Tools designed specifically for eCommerce and retail use cases, including behavior-based triggers.
• Best For: ECommerce and B2C businesses focused on optimizing customer acquisition, engagement, and retention strategies.