Best Customer Data Platform (CDP) Software 2024

Customer Data Platforms help businesses direct the customer journey, eventually converting leads to customers. This is possible thanks to the platform’s ability to analyse large amounts of consumer data and create a customer profile that provides useful insights to the organisation.

These insights can be used to create and optimise operations to better guide customers through the customer journey, which is a series of steps that begins with brand awareness and eventually leads to a purchase and customer retention.


What Is Customer Data Platform (CDP) Software?


A customer data platform (or CDP for short) is a collection of software which creates a persistent, unified customer database that is accessible to other systems. Data is pulled from multiple sources, cleaned and combined to create a single customer profile. This structured data is then made available to other marketing systems.

CDPs can enable businesses to better manage their relationships with customers, helping to scale by optimising operations with audience in mind. While customer data platform software can undoubtedly be beneficial for a whole host of different businesses, with so many providers currently offering such services, it can be difficult to find the best provider for your specific requirements.


Why Should I Use Customer Data Platform (CDP) Software?


Businesses today are overwhelmed with data about their customers. Data about what customer have done on their website, what they have bought, how they have reacted to emails all come from different places and can often be too much for a company to handle.

By using CDP software, companies are able to collate all of this data into one place, this makes things much easier when it comes to future marketing campaigns or individualised advertising. Using a CDP software will help a company understand all of their customer’s data, allowing them to appeal to the needs of their individual customer quickly and more efficiently than they could before.

Not only providing operational efficiency and more effective customer marketing, CDP software allows you to remain flexible and keep up-to-date with customer’s behaviour which in this age is ever-changing.

Being agile with your customers allows you to drive better customer experience and using Customer Data Platform (CDP) software will aid you to do this at lightning speed and never be caught out by changing customer behaviour.


How Is Customer Data Platform (CDP) Software Different To Other Customer Relation Software?


CDP software will often overlap with other software that you might have at your company. This overlapping functionality can include Email software and Data warehouse software. However Customer Data Platform (CDP) software does a very different job to these software’s, often doing more and providing more clarity for your company.

CDP software is not the same as Customer Relation Management software (CRM) ; CRM software will collate Customer Transaction data, which can be very useful; however CDP software has a much larger integration system, taking data from many different parts of the business, including both offline and online behaviour, allowing you to understand your customer in even more detail.

Customer Data Platform (CDP) Software can help revitalise a business and help them engage with their customers in a new and personalised way. That is why TechRound has come up with a list of the best customer data platform software for 2024:


The Best Customer Data Platform (CDP) Software


1. Segment



Twilio Segment is the world’s top Customer Data Platform (CDP). Segment’s platform provides companies with the data foundation that they need to place their customers at the heart of every decision that can be made.

Using Segment, companies can collect, unify and route their customer data into any system which can help  better understand their customers and create seamless, compelling experiences in real-time.


2. Insider




Insider’s Multichannel Growth Management Platform (GMP) helps digital marketers drive growth. Leveraging real-time predictive segmentation powered by deep Artificial Intelligence and Machine Learning capabilities, Insider Growth Management Platform empowers marketers to deliver personalised journeys across the web, mobile web, mobile apps, messaging, email, and ad channels.

GMP is easy to implement and simple to use, avoiding the need for complex integrations and dependency on IT teams. Insider simplifies the life of digital marketers and helps them drive growth for their brands, with zero marketing waste.


3. Bloomreach




Bloomreach’s digital experience platform, brX, connects deep customer data with deep product data, enabling brands to drive engagement and optimal commerce experiences through the delivery of dynamic, and targeted content and product discovery across all digital touchpoints.


4. Emarsys




SAP Emarsys Customer Engagement is an multichannel marketing automation solution, part of the SAP Customer Experience portfolio.

Comprising a customer data platform with fully integrated multichannel campaign management, personalisation, segmentation and analytics dashboards, it is supported by dozens of additional features and add-ons.

The providers’ fully automated customer lifecycle workflows are crowdsourced from leading brands in your industry that accelerate time to value, deliver superior 1:1 experiences and produce measurable results.


5. Totango




Totango is the fastest growing, most trusted Customer Success company in the world.

Totango’s modern software platform helps businesses of all sizes run, orchestrate, and optimise their customer engagement across the entire customer journey, delivering experiences users crave and business results at scale.


6. Treasure Data




Treasure Data creates unified customer profiles by analysing the past interactions and real time behaviour of customers.

Treasure Data’s AI powered predictions empowers businesses to focus on the customer, with information such as where customers are in their journey, when they are ready to buy, and which products or services they may need in the future.


7. Tealium 


Tealium connects customer data around web, mobile, offline, and IoT, allowing businesses to better connect with their customers.

Tealium’s solutions include a customer data platform that utilises machine learning, tag management, an API hub, and data management tools to help extract actionable insights and value from observed behaviour.

Tealium is can be integrated with more than 1,300 built-in connections, which allows businesses to create solid customer data platforms.


8. Optimove




Optimove is a realtime Customer Data Platform that combines both scientific data and marketing expertise to help marketers deliver customised and accurate customer interactions to effectively drive conversions and retain customers.

Optimove allows you to choose and optimise KPI’s that are most important to the business to maximise results.


9. Lytics




Lytics is Lytics is a Customer Data Platform for Google Cloud customers, and it is also the only 100% Google Cloud-native CDP. It can report on many aspects, including audience, users, content, goals, and lookalike models.

Lytics allows you to measure and track the metrics that move customers through their lifecycle, so that you can drive them towards conversion more easily.


10. Klaviyo CDP




Klaviyo CDP allows its users to more effectively manage, analyse, and activate their data at scale, and enables more advanced data manipulation. It’s comprehensive suite of user-friendly tools provides actionable strategies that can be utilised across audiences and throughout the business.


What Is CDP Software?


Customer data platforms (CDPs) are used to merge customer data into one complete database. These tools offer marketing teams  with the helpful insights needed to run campaigns.

A CDP can grab information from online and offline sources such as websites, mobile apps, and email platforms to offer a complete view of your customer. After retrieving this data, a CDP can then help organisations predict the next best move with a particular customer. This allows businesses to learn what needs to be done to retain specific customers.

A CDP can also be used by customer service teams to cater their support to each individual. Email software, data warehouse software, and other platforms that store data can typically integrate with a CDP.

In order to be included in the CDP software category there are certain conditions that must be met, a product must:

  • Provide a 360-degree view of the customer
  • Gather data from multiple sources into one platform, including first-party, second-party, and third-party data from online and offline sources
  • Unify customer profiles across systems
  • Connect with other systems to allow marketers to execute campaigns
  • Improve targeting for marketing campaigns


Do I Need CDP Software For My Business?


CDPs build customer profiles in such a way that it helps your organisation to get acquainted with every individual. As a result, CDPs can equip you to manage your customer relationships and market with your audience in mind, accurately and effectively.

A good CDP platform will help you collect accurate data from your audience.  A CDP will help you achieve a Single Customer View with a customer data Platform, as a result, you can add insights to the data and make it more useful for your company and earn revenues.

The most effective way to foster customer loyalty is to give your customers exactly what they’re looking for: a consistent, high-quality, and personalised experience. Customer data platforms make it possible to deliver these experiences at scale, personalising the journey of each customer.

CDPs enable loyalty-building strategies by solving the problem of fragmented, siloed data. They arrange customer data in a way that makes personalisation at scale possible.


Can I Get A Free Trial?


Yes, most CDP Platforms offer free trials. Free trials can be a great way for users to explore a CDP software, seeing if features included meet their needs and requirements before committing to a paid service. The length of a free trial can vary from provider to provider.

Some CDP platforms might even offer a “Free Forever” version of their services. It’s important to note that with certain free forever services, the features offered can be limited compared to the providers other, paid-for plans. However, for those wanting access to basic features, free forever plans may be just what they need.

The best plan for you will depend upon the type and amount of features you’ll need from a CDP software service. It’s important to explore all of the features available in the plans you’re looking at, and pick one that best accommodates to what you need, before going forward with one.


How Much Does CDP Software Cost? 


CDP Software can cost anywhere between £0 and £500 per month. The cost of CDP software can vary depending on the service provider and the level/plan you opt for with them. Many CDP software providers offer free versions, or free trials, however, as previously mentioned most of these free options will offer limited features.

It can be common for providers to not detail the cost of their services on their website, and instead discuss pricing options with prospective users who get in touch.