Customer Data Platforms (CDP) Resources

Articles, Glossary Terms, Discussions, Topics, and Reports to expand your knowledge on Customer Data Platforms (CDP)

Resource pages are designed to give you a cross-section of information we have on specific categories. You'll find articles from our experts, feature definitions, discussions from users like you, topics to contrast viewpoints, and reports from industry data.

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Customer Data Platforms (CDP) Articles

Simplifying Customer Data Platforms and Introducing Its Attributes on G2

Imagine you want to buy a new car. While looking through site after site, comparing prices, and researching which brand is best, you are likely exposed to many tailored ads and relevant content. Since the experience was so personalized, you might even think you have made the best choice for purchase. The reason behind such experiences may be due to a business using a customer data platform (CDP).

by Victoria Blackwell

50+ Customer Data Statistics for Successful Marketing Plans

Collecting customer data is crucial to any marketing strategy.

by Shruti Nair

Retail Media Advertising Trends in 2022

This post is part of G2's 2022 digital trends series. Read more about G2’s perspective on digital transformation trends in an introduction from Tom Pringle, VP, market research, and additional coverage on trends identified by G2’s analysts.

EMG

by Emily Malis Greathouse

Customer Data Platforms (CDP) Glossary Terms

Outbound Marketing

Outbound marketing is a proactive approach where businesses reach leads via ads, cold outreach, and promotion. Explore its benefits and best practices.

by Kelly Fiorini

Customer Data Platform

Customer data platforms (CDP) are systems that gather customer data from multiple sources into a single software tool. Learn the types and benefits.

by Holly Landis

Customer Data Platforms (CDP) Discussions

Question on: Insider One

Why did your team choose Insider One over other engagement platforms?

We’re currently looking at a few engagement platforms and have a couple of options in mind. Just wanted to check with others who chose Insider One, what made you go with it over the alternatives? Would love to hear your experience.

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Since I was involved in the process of evaluating engagement platforms for our team, I can share why we decided on Insider One. One of the main reasons was how it balances powerful features with ease of use. As a single platform, it lets us activate campaigns across multiple channels, consolidate data, and capture actionable insights, all without overcomplicating the process. This made adoption smoother for our team and allowed us to focus more on strategy rather than setup. Another key reason was how easily it lets us see customer behavior across multiple channels. Having that visibility helped us understand which campaigns and content were resonating with customers and which weren’t. It made planning and adjusting campaigns much more straightforward because decisions were based on real insights rather than assumptions. We also valued how simple it is to create personalized experiences. Features like automated journeys and product or content recommendations make it possible to reach customers with messages that actually feel relevant. Before Insider One, some other platforms we looked at either lacked this flexibility or required a lot of technical effort to set up similar campaigns. Overall, Insider One felt like the right fit for our team’s goals.

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Answered: Oanh Nguyen on March 19, 2026

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Question on: Insider One

Which Insider One features do you find most useful for improving customer engagement?

Which Insider One features have you found most useful in improving customer engagement, and why? Are there particular tools or strategies within the platform that have made a measurable difference in your campaigns?

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Based on my experience with Insider One, a few features have significantly enhanced customer engagement. I utilise behavioural analytics to understand how customers engage with campaigns and content. This helps me understand what works and what doesn’t. For example, tracking which pages or emails get the most attention lets me adjust campaigns to better match customer behavior. I also rely on personalized recommendations. Showing content or products based on what a customer has looked at or purchased in the past gets a better response than sending the same message to everyone. On top of that, Eureka search recommendations help surface relevant products or content directly when customers search, making discovery faster and more engaging. Similarly, Instory’s Insta-style recommendations present content in a visual, scrollable format that feels intuitive and fun, which has boosted engagement on campaigns and product feeds. Automated omnichannel customer journeys are helpful too. I can set triggers for things like abandoned carts or repeated page visits. This lets me reach customers on their favorite channels at the ideal moment without having to do it manually every time. Using these features together has made it easier for me to keep customers engaged and make interactions feel relevant. How do others use these features to improve engagement?

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Answered: Tu Oanh Tran on February 16, 2026

Architect (journey orchestration): The drag and drop journeys + AI powered segmentation let us react to behavior in real time across web, app, email, SMS, and push, which cut “missed” triggers and lifted engagement on key journeys. Predictive segmentation & personalization: Using Insider’s AI intent and predictive models to target likely buyers or churn risks made our campaigns feel a lot more like hyper personalization, not batch blasts, and we saw clear uplifts in conversion, AOV, and repeat visits in case studies and our own tests. Onsite / in app experiences: Things like personalized banners, recommendations, and gamified widgets (wheel of fortune, stories, etc.) consistently boosted engagement and lead capture. PUMA and Lenovo style results (double digit conversion and AOV lifts) are pretty representative of what you can get if you use it well. Insights Agent & analytics: Being able to ask questions in plain language and get insights, plus anomaly and opportunity detection, helped the team spot segments and campaigns worth doubling down on, without a separate BI tool. In terms of measurable difference, the main wins have been higher conversion rates, more engaged email / web traffic, and faster time to value vs stitching point tools together, which lines up with how enterprise brands talk about Insider One in case studies and reviews.

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Answered: Kuhan Rajeswaran on April 9, 2026

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What are the Best CDP Apps for SaaS Businesses?

I want to start a discussion focused on customer data platforms (CDPs) that work well for SaaS companies. With customer behaviour happening across so many channels, it’s important to have a CDP that doesn’t just collect data, but helps activate it meaningfully across the funnel.

These are some of the top-rated CDP solutions listed on G2’s Customer Data Platform category:

Insider: Designed for personalized customer journeys across channels like web, app, email, and push. How intuitive is the segmentation engine when used by non-technical teams?
Bloomreach: Combines CDP with marketing automation and product discovery. Does it offer enough flexibility for scaling personalization without complex setup?
WebEngage: Popular among B2C and SaaS brands for lifecycle marketing. Curious if the journey builder is robust enough for SaaS-specific use cases like trial-to-paid conversions.
Dotdigital: Known for marketing automation rooted in CDP features. Anyone using this in a multi-brand SaaS environment—does it support layered audience strategies?
FullStory: Geared more toward behavioral insights and session analytics. Can it function as a standalone CDP or does it work best when paired with another data platform?

If you’ve used any of these to power customer insights or drive engagement in a SaaS business, I’d love to hear how they perform at scale and where they shine (or fall short).

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The challenge with CDPs in SaaS is balancing deep segmentation with speed. Curious which platforms actually help you move fast without sacrificing granularit

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Answered: Jaya Bordoloi on June 11, 2025

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