# Best Customer Data Platforms (CDP) - Page 18

## How Many Customer Data Platforms (CDP) Products Does G2 Track?

**Total Products under this Category:** 296

### Category Stats (Aug 2026)

- **Average Rating:** 4.46/5 (↑0.01 vs Jul 2026) The average rating of products in this category, based on all submitted ratings
- **Top Trending Product:** Stibo Systems MDM (+1.38%) - Among all products in this category, Stibo Systems MDM recorded the largest rating increase compared to last month

_Last updated: August 01, 2026_

## How Does G2 Rank Customer Data Platforms (CDP) Products?

**Why You Can Trust G2's Software Rankings:**

- 30 Analysts and Data Experts
- 26,900+ Authentic Reviews
- 296+ Products
- Unbiased Rankings

G2's software rankings are built on verified user reviews, rigorous moderation, and a consistent research methodology maintained by a team of analysts and data experts. Each product is measured using the same transparent criteria, with no paid placement or vendor influence. While reviews reflect real user experiences, which can be subjective, they offer valuable insight into how software performs in the hands of professionals. Together, these inputs power the G2 Score, a standardized way to compare tools within every category.

## G2 Grid® for Customer Data Platforms (CDP)
 ![G2 Grid® for Customer Data Platforms (CDP) plotting products by satisfaction and market presence](https://www.g2.com/categories/customer-data-platform-cdp/grids.png?focus%5B%5D=1173013&focus%5B%5D=43119&focus%5B%5D=18316&focus%5B%5D=19103&focus%5B%5D=54136&focus%5B%5D=1393260&focus%5B%5D=22329&focus%5B%5D=1759)

Highlighted products: Salesforce Data 360 (formerly Data Cloud), Insider One, Customer.io, Bloomreach, Tealium, Adobe Real-Time CDP, Klaviyo, and Dotdigital.

Underlying data: [Grid® JSON](https://www.g2.com/categories/customer-data-platform-cdp/grids.json?focus%5B%5D=salesforce-data-360-formerly-data-cloud&focus%5B%5D=insider-one&focus%5B%5D=customer-io&focus%5B%5D=bloomreach-bloomreach&focus%5B%5D=tealium-2026-07-21&focus%5B%5D=adobe-real-time-cdp&focus%5B%5D=klaviyo&focus%5B%5D=dotdigital)

**Sponsored**

### Qminder

Qminder is the leading in-person service platform that helps brick-and-mortar organizations manage appointments, walk-ins, and queues with structure, clarity, and data-driven insights. Built for public sector agencies, healthcare providers, and retail teams, Qminder modernizes front-desk operations while improving the visitor experience. From self-check-in to post-visit feedback, Qminder delivers full visibility into every in-person interaction. With Service Intelligence tools, teams can track live service data - like wait times, volumes, and staff activity - while two-way communication and real-time alerts help reduce confusion and no-shows. Why Qminder? \* Quick onboarding - launch in under a week \* Flexible setup - tailored workflows and APIs \* Better visibility - monitor and optimize in real time \* Reduced manual tasks - eliminate paper, spreadsheets, and guesswork \* Loved by teams - easy to use, easy to scale Built for brick-and-mortar industries Qminder powers service operations for: \* Government offices and public agencies \* Hospitals and healthcare networks \* Retail chains and customer service centers \* Banks and financial institutions \* Universities and student service departments Key features to support every part of the in-person service experience For your visitors - make every visit feel smooth, informed, and frustration-free: \* Visitor website with branded UX \* Appointment scheduling \* Virtual and physical check-in for visitors \* Two-way messaging and visitor notifications \* Feedback collection and satisfaction tracking For your service teams - equip staff with the right tools to stay organized and in control: \* Walk-in and queue management \* Real-time dashboards and role-based clerk tools \* Custom fields and segmentation for tailored workflows For your organization - gain visibility and control across all locations and services: \* Real-time insights and analytics across verticals \* Smart filters by location, staff, service line, and time range \* Seamless integrations with CRM and BI tools \* Exportable data and service KPI analytics \* Full audit logs and data export for compliance Qminder is fully compliant with HIPAA, TX-RAMP, SOC 2 Type II, and GDPR, meeting the highest security standards for public and enterprise use. No setup fees. Transparent pricing. And 1+ billion in-person service interactions (and counting). Whether you’re a city hall, hospital, or retail chain - Qminder brings calm to the chaos of the front desk.

[Visit website](https://www.g2.com/external_clickthroughs/record?secure%5Bad_program%5D=ppc&secure%5Bad_slot%5D=category_product_list_llm&secure%5Bcategory_id%5D=1202&secure%5Bchosen_at%5D=2026-08-03T07%3A11%3A31Z&secure%5Bdisplayable_resource_id%5D=2367&secure%5Bdisplayable_resource_type%5D=Category&secure%5Bmedium%5D=sponsored&secure%5Bplacement_reason%5D=retargeted_product&secure%5Bplacement_resource_ids%5D%5B%5D=26029&secure%5Bprioritized%5D=false&secure%5Bproduct_id%5D=26029&secure%5Bresource_id%5D=1202&secure%5Bresource_type%5D=Category&secure%5Bsource_type%5D=category_page&secure%5Bsource_url%5D=https%3A%2F%2Fwww.g2.com%2Fcategories%2Fcustomer-data-platform-cdp%3Fcountry%3D188%26page%3D18&secure%5Btoken%5D=37b00eebbd1d539a0a28b87284d49d6183db0c40490bac668a554b6e4bf1b088&secure%5Burl%5D=https%3A%2F%2Fwww.qminder.com&secure%5Burl_type%5D=company_website)

### [Oyster CDP](https://www.g2.com/products/oyster-cdp/reviews)

Oyster CDP - An Engine that drives customer intelligence. Oyster is not just a customer data platform (CDP). It is the world’s first customer insights platform (CIP). Why? At its core is your customer. Oyster is a “data unifying software”. When added to the top of an enterprise’s Martech stack, it helps manage your customer experience across every touchpoint – marketing, customer service, and product. Oyster adds agility to an enterprise’s analytics. The AI-infused Oyster CDP (customer data platform) is packed with automation capabilities that make day-to-day marketing tasks highly effective. Unlike other CDPs, the Oyster CIP goes beyond just merely integrating various sources of data and provides actionable intelligence obtained from various data points that can be integrated across all the business cells. Oyster’s CDP algorithm auto-checks incoming data quality. Then, the identity resolution CDP algorithm is deployed to identify customers. On an ongoing basis the addresses, emails, phone numbers, and other aspects of a customer profile are updated Oyster’s recommendation engine provides suggestions to your marketing team at every step of the way.

#### Who Is the Company Behind Oyster CDP?

- **Seller:** [Express Analytics](https://www.g2.com/sellers/express-analytics)
- **Year Founded:** 2005
- **HQ Location:** Irvine, US
- **LinkedIn® Page:** [www.linkedin.com](https://www.g2.com/external_clickthroughs/record?secure%5Bsource_type%5D=product_profile&secure%5Btoken%5D=b05dd3042b01cec459c1623c321fc77cc134996af728984db7f40c6163eb3373&secure%5Burl%5D=https%3A%2F%2Fwww.linkedin.com%2Fcompany%2Fexpress-analytics&secure%5Burl_type%5D=linkedin_company_website)  
35 employees on LinkedIn®

### [Pano](https://www.g2.com/products/pano/reviews)

Pano surfaces key customer data across your existing platforms and brings it together into a simple, personalized snapshot. While keeping the customer data tools you already use, Pano is able to identify relevant information for a full-spectrum view of a customer, unique to you. No more tab-switching and digging for data. With Pano, everyone can find what they’re looking for.

#### Who Is the Company Behind Pano?

- **Seller:** [Plain Sight Ventures](https://www.g2.com/sellers/plain-sight-ventures)
- **HQ Location:** N/A
- **LinkedIn® Page:** [www.linkedin.com](https://www.g2.com/external_clickthroughs/record?secure%5Bsource_type%5D=product_profile&secure%5Btoken%5D=7886df2ed926834e5eb248c77dcfa8e5c815d3ab1f0fe3132ced0dba45868834&secure%5Burl%5D=https%3A%2F%2Fwww.linkedin.com%2Fcompany%2FNo-Linkedin-Presence-Added-Intentionally-By-DataOps&secure%5Burl_type%5D=linkedin_company_website)  
1 employees on LinkedIn®

### [Passenger Experience Platform](https://www.g2.com/products/passenger-experience-platform/reviews)

The Home Button for Your Airport The FetchyFox AI Passenger Experience Platform (PEP) empowers airports to deliver a unified, predictable journey for every traveler - without requiring an app download. PEP is a real-time, AI-powered platform that personalizes the airport experience across the entire journey, from Home to Gate. Designed to integrate effortlessly with existing airport infrastructure, it gives passengers the information, access, and confidence they need - while giving airports the data, insight, and control they’ve never had before.

#### Who Is the Company Behind Passenger Experience Platform?

- **Seller:** [FetchyFox AI](https://www.g2.com/sellers/fetchyfox-ai)
- **Year Founded:** 2019
- **HQ Location:** Sunnyvale , US
- **LinkedIn® Page:** [www.linkedin.com](https://www.g2.com/external_clickthroughs/record?secure%5Bsource_type%5D=product_profile&secure%5Btoken%5D=ab57cc157d17aebbbb60bfea584cd07a7085372e7b1c5002d36b8a2d291fa7d1&secure%5Burl%5D=https%3A%2F%2Fwww.linkedin.com%2Fcompany%2Ffetchyfox&secure%5Burl_type%5D=linkedin_company_website)  
6 employees on LinkedIn®

### [Personalisation](https://www.g2.com/products/personalisation/reviews)

Finshape Personalisation & AI Financial Intelligence is a banking personalisation platform that enables financial institutions to transform transaction data into personalised customer insights, AI-driven interactions, and contextual financial experiences. The solution is designed to help banks deliver relevant customer engagement through digital banking channels by combining transaction enrichment, behavioural analytics, and artificial intelligence. The platform builds a personalisation layer on top of Finshape's Digital Bank Operating System (DBOS), using customer transaction data to generate financial insights, event-triggered notifications, personalised widgets, and conversational AI experiences. It supports real-time transaction enrichment, customer profiling, and AI-powered financial assistance, allowing customers to explore their finances through natural language conversations and contextual recommendations. Key capabilities include: - Real-time transaction enrichment and customer profiling - Personalised financial insights and behavioural analytics - AI Financial Assistant with conversational interactions - Event-triggered notifications and personalised widgets - Next-best-offer and next-best-action decisioning - ESG and carbon footprint insights - API-based integration with digital banking platforms and banking data infrastructure - Multi-language user interface with localization support Finshape Personalisation & AI Financial Intelligence is part of the Finshape digital banking portfolio and is intended for financial institutions that want to deliver data-driven customer experiences within their digital banking applications. The solution integrates with existing banking environments while enabling banks to provide personalised financial guidance and AI-powered customer interactions.

#### Who Is the Company Behind Personalisation?

- **Seller:** [Finshape](https://www.g2.com/sellers/finshape-126bed2e-ec28-4f5d-b270-ce7ca43562cd)
- **Year Founded:** 2021
- **HQ Location:** Prague, Prague, Czechia
- **LinkedIn® Page:** [www.linkedin.com](https://www.g2.com/external_clickthroughs/record?secure%5Bsource_type%5D=product_profile&secure%5Btoken%5D=12e96d90511d9cd94161d0dc12b94e68e21035d26cfda4ec3a97d33e10246c4b&secure%5Burl%5D=https%3A%2F%2Fwww.linkedin.com%2Fcompany%2Ffinshapegroup&secure%5Burl_type%5D=linkedin_company_website)  
371 employees on LinkedIn®

### [Platform X by Commanders Act](https://www.g2.com/products/platform-x-by-commanders-act/reviews)

With the Cookieless Marketing Data Platform (aka Platform X), Commanders Act is the only European company to provide a unique set of tools helping digital teams to operate in a cookieless environment. From performance measurement to campaign optimization, from tag management to first-party user data activation, Commanders Act guarantees its customers with a full data ownership in the absolute respect of increasingly tightened regulatory constraints. Founded at the dawn of the 2010s under the name TagCommander to help advertisers better manage their customer tracking systems, the company has maintained its technological leadership by integrating a unique Customer Data Platform feature and a Cookie Consent Management System. In 2022, Commanders Act Platform X took a major step forward in anticipating the inevitable death of cookies by setting up a fully server-side tracking, compliant with increasingly demanding regulations of internet users' privacy. This leading-edge technological expertise ensures the trust of more than 500 customers and 10,000 users worldwide and is recognized by Gartner and Forrester among the leading Customer Data Platforms. With the acquisition, in October 2023, of the marketing analytics platform Adloop, Commanders Act is strengthening its ability to help advertisers improve the performance of their campaigns in a context of shrinking advertising budgets.

**Average Rating:** 3.5/5.0

**Total Reviews:** 1

#### Who Is the Company Behind Platform X by Commanders Act?

- **Seller:** [Commanders Act](https://www.g2.com/sellers/commanders-act-64b0e7d1-5772-44a4-8174-5e9394b1c1cb)
- **Year Founded:** 2010
- **HQ Location:** Paris, FR
- **Twitter:** @CommandersAct  
1,473 Twitter followers
- **LinkedIn® Page:** [www.linkedin.com](https://www.g2.com/external_clickthroughs/record?secure%5Bsource_type%5D=product_profile&secure%5Btoken%5D=48cb866367fb197e89555ab77eb04c53ae86dd34cd875ef68ed7c062fc838e47&secure%5Burl%5D=https%3A%2F%2Fwww.linkedin.com%2Fcompany%2Fcommandersact%2F&secure%5Burl_type%5D=linkedin_company_website)  
60 employees on LinkedIn®

#### Who Uses This Product?

- **Company Size:** 100% Small

#### What Are G2 Users Discussing About Platform X by Commanders Act?

- [What is Mix Commander used for?](https://www.g2.com/discussions/what-is-mix-commander-used-for)

### [Predictable Media](https://www.g2.com/products/predictable-media/reviews)

Predictable Media is a Customer Data Platform (CDP) that democratizes data infrastructure, allowing you to build and sync audiences across multiple marketing tools. Codeless, Simple & for Everyone

#### Who Is the Company Behind Predictable Media?

- **Seller:** [Predictable Media](https://www.g2.com/sellers/predictable-media)
- **Year Founded:** 2018
- **HQ Location:** San Francisco, US
- **LinkedIn® Page:** [www.linkedin.com](https://www.g2.com/external_clickthroughs/record?secure%5Bsource_type%5D=product_profile&secure%5Btoken%5D=d0a45d8f39513c47f5b55c04ab45b33c7ab87ee57d4481641a945ba68e13df5e&secure%5Burl%5D=http%3A%2F%2Fwww.linkedin.com%2Fcompany%2Fpredictablemedia&secure%5Burl_type%5D=linkedin_company_website)  
3 employees on LinkedIn®

### [Quintessence](https://www.g2.com/products/quintessence/reviews)

Quintessence is a Customer Data Platform to unify all personal data (On and Offline, contact information, consent, transactions, navigation / cookies, return campaigns, calculated indicators ....) Describing your customers and prospects. Quintessence is powered by your business systems: eCommerce, SAV, CRM, DMP ... to create a 360 ° vision of each individual and allow to create complex and predictive segments that will then be used in your Marketing tools Automation, reporting / BI, customization and A / B testing, etc.

#### Who Is the Company Behind Quintessence?

- **Seller:** [Jellyfish Group](https://www.g2.com/sellers/jellyfish-group)
- **Year Founded:** 2005
- **HQ Location:** London, GB
- **Twitter:** @jellyfishglobal  
6,513 Twitter followers
- **LinkedIn® Page:** [www.linkedin.com](https://www.g2.com/external_clickthroughs/record?secure%5Bsource_type%5D=product_profile&secure%5Btoken%5D=54f1fd5c70e73fb4931a23ecb68f8dbbab5b87f4612cb7404e3d55588fd84c5c&secure%5Burl%5D=https%3A%2F%2Fwww.linkedin.com%2Fcompany%2Fjellyfish-online-marketing%2F&secure%5Burl_type%5D=linkedin_company_website)  
2,317 employees on LinkedIn®

### [Reach](https://www.g2.com/products/octopi-reach/reviews)

Octopi Commerce has been awarded the following... - \* “Top Ten Best Artificial Intelligence Solution Providers for 2020.” - \* “Top Twenty Best Retail Technology Solution Providers for 2020.” - \* “Top Ten Customer Data Platform (CDP) Solution Provider of 2019.” - \* “Top Ten Customer Relationship Management (CRM) Platforms for 2019.” - \* “Company of the Year for 2019.” Octopi Commerce is a SaaS and AI technology leader providing smart scheduling and offer personalization at scale. It’s flagship platform is the “REACH” CDP, uniquely integrated into the POS. Key features such as AutoFill, Client Connect and Reputation Radar are Powered by Leading- Edge Artificial Intelligence and Machine Learning Systems. REACH automatically fills last minute appointments and cancellations with a 400% ROI guarantee. By correlating client data and preferences to optimize marketing outcomes, REACH provides highly personalized client experiences for appointment-based businesses. In addition, the platform delivers measurable results while streamlining merchant communications via conversational commerce with the right offer to the right person in the right place at the right time. REACH solves merchant attraction, acquisition, retention and engagement challenges in partnership with POS Developers and allows the POS to share in downline profitability. Octopi and POS Developers are now able to bring cutting edge Enterprise Level SaaS technology powered by Artificial Intelligence and Machine Learning (AI & ML) to small and medium size businesses around the world. Octopi is a conglomerate, with offices in Scottsdale, Arizona, Silicon Valley, California and India, having made several acquisitions with decades of industry and channel expertise. “It’s ALL within REACH!” Simple. Automated. Intelligent... Octopi.

#### Who Is the Company Behind Reach?

- **Seller:** [Octopi](https://www.g2.com/sellers/octopi)
- **HQ Location:** N/A
- **LinkedIn® Page:** [www.linkedin.com](https://www.g2.com/external_clickthroughs/record?secure%5Bsource_type%5D=product_profile&secure%5Btoken%5D=7886df2ed926834e5eb248c77dcfa8e5c815d3ab1f0fe3132ced0dba45868834&secure%5Burl%5D=https%3A%2F%2Fwww.linkedin.com%2Fcompany%2FNo-Linkedin-Presence-Added-Intentionally-By-DataOps&secure%5Burl_type%5D=linkedin_company_website)  
1 employees on LinkedIn®

### [ReBid CDP](https://www.g2.com/products/rebid-cdp/reviews)

ReBid is an Advertisers’ Customer Data Platform (CDP) built specifically for the advanced data-driven marketer to thrive in the cookieless world. It's the world's only CDP with 100+ Ad platform integrations that bridges the gap between the pre-click customer journey and business outcomes, offering a truly end-to-end, Ad-to-Acquisition solution. We've tailored our platform to go beyond the usual post-click analysis, illuminating the entire funnel, providing unparalleled visibility from initial ad engagement right through to final transaction. We enable you to stitch together complex omni-channel customer journeys, offering real-time insights that empower critical data-driven decision-making. Our full stack platform empowers you to make optimal decisions powered by harmonised omni-channel customer data, 360 customer view, advanced segmentation, hyper-personalisation along side Ad-to-Acquisition and storytelling visualisations.

#### Who Is the Company Behind ReBid CDP?

- **Seller:** [ReBid](https://www.g2.com/sellers/rebid)
- **Year Founded:** 2020
- **HQ Location:** Mumbai, IN
- **LinkedIn® Page:** [www.linkedin.com](https://www.g2.com/external_clickthroughs/record?secure%5Bsource_type%5D=product_profile&secure%5Btoken%5D=123dffefe67f96079560afd6b6c91de0d6a16c779448fc738f230d69acc3e2ea&secure%5Burl%5D=https%3A%2F%2Fwww.linkedin.com%2Fcompany%2F3533446&secure%5Burl_type%5D=linkedin_company_website)  
48 employees on LinkedIn®

### [RecordSure](https://www.g2.com/products/recordsure/reviews)

Recordsure provides game-changing speech and document analytics for regulated industries. We turn your customer conversations and documentation into valuable insights which drive performance and culture. Our cutting-edge technology combines human-level intelligence with machine-powered capability to support compliance, customer care, risk management and sales at scale. Whether it’s for everyday monitoring or past business reviews, our tools unlock valuable insights for driving performance, culture and risk management. Recordsure doesn’t replace the human decision maker. But by taking them straight to the needle in the haystack they can invest all their time on valuable activity rather than administrative chores. In practice, they should never have to listen to a recording from end to end or read a case file cover to cover ever again.

#### Who Is the Company Behind RecordSure?

- **Seller:** [RecordSure](https://www.g2.com/sellers/recordsure)
- **Year Founded:** 2012
- **HQ Location:** London, GB
- **Twitter:** @recordsure  
722 Twitter followers
- **LinkedIn® Page:** [www.linkedin.com](https://www.g2.com/external_clickthroughs/record?secure%5Bsource_type%5D=product_profile&secure%5Btoken%5D=becb37a92b2f5b9a5162d5792540a2c97b83bbdd730a6285da6dc67281ada03e&secure%5Burl%5D=https%3A%2F%2Fwww.linkedin.com%2Fcompany%2Frecordsure&secure%5Burl_type%5D=linkedin_company_website)  
38 employees on LinkedIn®

### [RedLotus CDP](https://www.g2.com/products/redlotus-cdp/reviews)

Customer Data Platform (CDP) is an enterprise software that aggregates and organizes customer data across a variety of touchpoints and is used by other software, systems, and marketing efforts. It collects and structures real-time data into individual, centralized customer profiles.

#### Who Is the Company Behind RedLotus CDP?

- **Seller:** [VeerOne](https://www.g2.com/sellers/veerone)
- **Year Founded:** 2020
- **HQ Location:** Kwun Tong, Hong Kong
- **LinkedIn® Page:** [www.linkedin.com](https://www.g2.com/external_clickthroughs/record?secure%5Bsource_type%5D=product_profile&secure%5Btoken%5D=6c8b9ce28111cda1a63d0fe25adc0a644b1c92efe138a7136c3a34f8b5f5b5d0&secure%5Burl%5D=https%3A%2F%2Fwww.linkedin.com%2Fcompany%2Fveerone%2F&secure%5Burl_type%5D=linkedin_company_website)  
65 employees on LinkedIn®

### [refive](https://www.g2.com/products/refive/reviews)

refive provides digital receipts and smart touchpoint solutions to retailers to enhance their in-store operations and experience. This empowers retailers to know, engage and retain their in-store customers. Retailers such as Puma, Sostrene Grene, Gusti Leather and many more use refive to: - Identify in-store customers and capture zero-party purchase, personal, behavioural and interaction data anonymously and frictionlessly using thoughtful touchpoints - Combine captured in-store and online data to create granular customer profiles and derive actionable AI-powered insights and predictions into customer behaviour that power marketing and operational decisions - Engage digitally with customers in-store and post-purchase in a personalised way using a range of interactions from digital receipts through wallet passes, Whatsapp and more We achieve this without the overheads of apps, loyalty programs or complex hardware. By finally having a 360-degree view of customers’ behaviour across channels, retailers have increased customer retention, purchase frequency and basket sizes.

#### Who Is the Company Behind refive?

- **Seller:** [refive](https://www.g2.com/sellers/refive)
- **Year Founded:** 2019
- **HQ Location:** Berlin, DE
- **LinkedIn® Page:** [www.linkedin.com](https://www.g2.com/external_clickthroughs/record?secure%5Bsource_type%5D=product_profile&secure%5Btoken%5D=5cdbb0122f2fd853a2a5d33d5b5d78a3072b5015e14ffe65f694b46013b40c29&secure%5Burl%5D=https%3A%2F%2Fwww.linkedin.com%2Fcompany%2Frefiveio%2F&secure%5Burl_type%5D=linkedin_company_website)  
12 employees on LinkedIn®

### [Related Marketing Cloud (RMC) Customer Data Platform](https://www.g2.com/products/related-marketing-cloud-rmc-customer-data-platform/reviews)

Related Marketing Cloud (RMC) is a personalisation and marketing automation tool for data-driven Omni-channel marketing. One-to-one consumer relationships powered by all in one platform to drive higher revenue, improve customer lifetime value, grow audience, and boost performance. We are proud to provide you the following services: Customer Data Platform, Email Marketing, Mobile Marketing, Web Targeting, Product Recommendation, Customer Journey Manager

#### Who Is the Company Behind Related Marketing Cloud (RMC) Customer Data Platform?

- **Seller:** [Related Digital](https://www.g2.com/sellers/related-digital)
- **Year Founded:** 2002
- **HQ Location:** Istanbul, TR
- **Twitter:** @RelatedDigital  
259 Twitter followers
- **LinkedIn® Page:** [www.linkedin.com](https://www.g2.com/external_clickthroughs/record?secure%5Bsource_type%5D=product_profile&secure%5Btoken%5D=029faa6a4748aa839b47a5df67e097d14b10f03a5b2f2dda04cb515272b86196&secure%5Burl%5D=https%3A%2F%2Fwww.linkedin.com%2Fcompany%2Frelated-digital%2F&secure%5Burl_type%5D=linkedin_company_website)  
90 employees on LinkedIn®

### [Retain.ai](https://www.g2.com/products/retain-ai/reviews)

Retain is the first Customer Insights Engine (CIE) that enables everyone responsible for delighting customers to be customer-obsessed.

#### Who Is the Company Behind Retain.ai?

- **Seller:** [Retain.ai](https://www.g2.com/sellers/retain-ai)
- **Year Founded:** 2018
- **HQ Location:** San Francisco, US
- **LinkedIn® Page:** [www.linkedin.com](https://www.g2.com/external_clickthroughs/record?secure%5Bsource_type%5D=product_profile&secure%5Btoken%5D=a5b7090dc7f4ae8fdad112483775ba6d56e70f56de33bdd5f116b0b6846e30ad&secure%5Burl%5D=https%3A%2F%2Fwww.linkedin.com%2Fcompany%2Fdagsterlabs%2F&secure%5Burl_type%5D=linkedin_company_website)  
94 employees on LinkedIn®

### [Retina.ai](https://www.g2.com/products/retina-ai/reviews)

Retina uses next-gen algorithms and the data you already collect to pinpoint your highest-value customers and deliver the insights you need to reach more just like them.

#### Who Is the Company Behind Retina.ai?

- **Seller:** [Retina.ai](https://www.g2.com/sellers/retina-ai)
- **Year Founded:** 2017
- **HQ Location:** Santa Monica, US
- **Twitter:** @retinaai  
375 Twitter followers
- **LinkedIn® Page:** [www.linkedin.com](https://www.g2.com/external_clickthroughs/record?secure%5Bsource_type%5D=product_profile&secure%5Btoken%5D=a01133c1ac35ffcca287a13e86613489069baf77d0c42252b8bc85412b669442&secure%5Burl%5D=https%3A%2F%2Fwww.linkedin.com%2Fcompany%2F17954999%2F&secure%5Burl_type%5D=linkedin_company_website)  
11 employees on LinkedIn®

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[Browse Customer Data Platform (CDP) Themes](/categories/customer-data-platform-cdp/themes)

 ![Alanna Iwuh](/assets/transparent-ad5be28fbcd25b7b08d2cebe1d957125437fb5407d75ee717965ad22c8808791.gif "Alanna Iwuh")
A

Researched and written by [Alanna Iwuh](https://research.g2.com/insights/author/alanna-iwuh)

Updated October 3, 2024

Customer data platforms (CDPs) are used to consolidate and integrate customer data into one single database. These tools offer marketing teams relevant 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 the customer. After retrieving this data, a CDP can then help organizations predict the optimal next 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. [Marketing automation software](https://www.g2.com/categories/marketing-automation), [data warehouse software](https://www.g2.com/categories/data-warehouse), and other platforms that store data can typically integrate with a CDP.

There are a few different types of CDPs to help businesses with varying use cases. A data CDP is the most common system of unified customer data to create a single consumer profile. A campaign CDP is used for campaign management, cross-channel, and multichannel marketing hubs. And an analytics CDP is strictly for the analysis of the type of data it holds.

To qualify for inclusion in the Customer Data Platforms (CDP) category, 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

Show More

* * *

## How Do You Choose the Right Customer Data Platforms (CDP)?

### What You Should Know About Customer Data Platform (CDP) Software

### Customer data platforms buying insights at a glance

[Customer data platforms (CDPs)](https://www.g2.com/categories/customer-data-platform-cdp) help businesses collect, unify, and activate customer data across marketing, sales, service, and analytics functions. CDPs enable centralized customer data management, audience segmentation, real-time engagement, and analytics-driven personalization.

Organizations primarily use customer data platforms to create unified customer profiles, break down data silos, automate customer journeys, and deliver personalized marketing experiences across channels like email, SMS, digital ads, and ecommerce platforms.

Most cdp software follows tiered pricing models based on data volume, number of customer profiles, or usage. Entry-level CDPs typically start at $1,000 to $3,000 per month for core functionality, while mid-market to enterprise solutions range from $5,000 to $20,000 or more per month depending on advanced features, scalability, and support.

If you’re evaluating CDP software, consider your organization’s data complexity, integration needs, pricing flexibility, feature depth, ease of use, and vendor support quality. Essential questions include:

- What is included in your pricing tiers, and how does pricing scale with data growth?
- What onboarding, training, and customer success resources do you provide?
- What pre-built integrations and API capabilities are available?
- How responsive is the vendor’s customer support and technical assistance?
- Does the CDP offer real-time engagement, personalization, or AI-driven recommendations?

G2's top-rated Customer data platforms currently include Insider, Bloomreach, WebEngage, Fullstory, and Planhat.

According to G2’s Customer Data Statistics, 94% of business leaders say understanding customer needs is essential to delivering personalized experiences, and 78% of organizations say data silos are a major challenge—further validating the need for CDPs with specialized capabilities. ([_Source 1_](https://www.g2.com/articles/customer-data-statistics))

### What are customer data platforms?

G2 defines a [customer data platform](https://www.g2.com/categories/customer-data-platform-cdp) as a software system that collects, unifies, and organizes customer data from various sources into a single, centralized database. Its core purpose is to create a real-time, comprehensive view of each customer to help businesses deliver personalized marketing experiences and make data-driven decisions. Unlike traditional databases or marketing tools, CDP software automatically integrates both online and offline data, including first-party data such as website activity, mobile interactions, email engagement, transaction history, and sometimes third-party data from external sources.

Customer data platforms are designed to be used primarily by marketing teams, requiring minimal technical support, and offer the ability to segment customers, track behavior over time, and trigger automated actions based on that behavior. What makes a CDP unique is its ability to continuously update customer profiles as new data becomes available, structuring that information in a way that is actionable, whether for targeting ads, personalizing communications, or analyzing campaign performance.

A CDP is different from a CRM, data warehouse, or [DMP](https://www.g2.com/categories/data-management-platform-dmp). CRMs are generally focused on sales workflows and rely heavily on manual data entry, while CDPs automatically gather and maintain a broader range of behavioral and demographic data. Data warehouses are typically IT-managed systems for storing and querying historical data, lacking the real-time agility and marketing focus defining CDPs. DMPs, on the other hand, are built for advertising and primarily use anonymous third-party data to improve targeting, whereas CDPs focus on identifiable individuals and long-term relationship building.

By pulling together fragmented data from across platforms such as websites, mobile apps, social channels, and offline sources, a CDP empowers marketers to better understand customer journeys, personalize experiences, and drive long-term customer value.

The global customer data platform market is experiencing rapid growth as businesses prioritize unified customer data management and personalized marketing strategies. According to Fortune Business Insights, the CDP market was valued at USD 2.65 billion in 2024 and is projected to grow from USD 3.28 billion in 2025 to USD 12.96 billion by 2032, reflecting a compound annual growth rate (CAGR) of 21.7% during the forecast period. ([_Source 3_](https://www.fortunebusinessinsights.com/industry-reports/customer-data-platform-market-100633))

G2 currently covers 263 CDP products, with 1,521 reviews published in the last 12 months, making it one of the most reviewed and comprehensive software categories on our platform. ([_Source 2_](https://documentation.g2.com/docs/research-scoring-methodologies))

### What are the top reviewed customer data platforms on G2?

Here are the five highest-reviewed CDP products on G2 in this category:

#### 1. [Insider](https://www.g2.com/products/insider/reviews)

- Number of Reviews: 765
- Satisfaction: 100
- Market Presence: 99
- G2 Score: 100

#### 2. [Bloomreach](https://www.g2.com/products/bloomreach-bloomreach/reviews)

- Number of Reviews: 463
- Satisfaction: 76
- Market Presence: 93
- G2 Score: 85

#### 3. [WebEngage](https://www.g2.com/products/webengage/reviews)

- Number of Reviews: 174
- Satisfaction: 84
- Market Presence: 70
- G2 Score: 77

#### 4. [Fullstory](https://www.g2.com/products/fullstory/reviews)

- Number of Reviews: 179
- Satisfaction: 74
- Market Presence: 77
- G2 Score: 75

#### 5. [Planhat](https://www.g2.com/products/planhat/reviews)

- Number of Reviews: 312
- Satisfaction: 79
- Market Presence: 64
- G2 Score: 71

These rankings are determined by combining verified user ratings and publicly available web search popularity data:

- The **Satisfaction Score** measures user satisfaction with software products based on user feedback, review quality, quantity, and recency. It helps buyers easily understand how well a product meets user expectations. ([_Source 2_](https://documentation.g2.com/docs/research-scoring-methodologies))
- The **Market Presence Score** measures a product's prominence in its market. It combines data from G2 user reviews and external sources, focusing primarily on product-specific factors to reflect real-world popularity and vendor influence. ([_Source 2_](https://documentation.g2.com/docs/research-scoring-methodologies))
- G2 ranks products using a unique scoring system called the **G2 Score** , calculated from real user reviews, online data, and social signals. This score makes it easy to compare and evaluate different software products within each G2 category. ([_Source 2_](https://documentation.g2.com/docs/research-scoring-methodologies))

### Customer data platform pricing and cost considerations

Customer Data Platform (CDP) pricing can vary widely based on vendor offerings, business size, data volume, and the required features. Most CDPs follow a tiered pricing model, with costs typically scaling based on the number of customer profiles, data processed, or additional features like real-time personalization, advanced analytics, or integrations.

According to G2 data, the average annual price per license for CDPs is approximately _$1,294.70_. Pricing generally ranges from a minimum annual price of _$598.80_ per license to a maximum of _$4,272.00_ per license, depending on the product edition and feature set.

Entry-level CDPs for small to mid-sized businesses often start around _$600 to $1,200 per year_ per license. These plans typically include core features such as data collection, customer segmentation, and basic integrations with marketing tools.

Pricing can increase significantly for mid-market and enterprise-grade organizations, with advanced plans reaching _$4,000 or more per year_ per license. Higher pricing reflects support for larger data volumes, additional users, enhanced privacy and compliance features, AI-powered recommendations, and extensive customization options.

Beyond subscription costs, businesses should consider additional fees such as:

- Data storage overages
- Access to premium analytics or reporting modules
- API usage beyond included limits
- Implementation and onboarding services (which may range from several thousand to tens of thousands of dollars)

When evaluating CDP pricing, it’s important to factor in not only the base subscription fees but also the total cost of ownership. This includes internal resource requirements, training, integration complexity, and potential cost savings from replacing multiple disconnected systems with a unified customer data platform.

### Types of customer data providers on G2

The customer data platform market has matured, leading to the emergence of different types of platforms built for specific use cases. While all CDPs collect and unify customer data, they vary in how much functionality they provide beyond data management. Most fall into one of three categories:

- [Multiple Devices CDPs](https://www.g2.com/categories/customer-data-platform-cdp/f/multiple-devices): Multiple Devices CDPs are built to deliver consistent and personalized customer experiences across any device or channel. They help businesses track customer interactions across smartphones, tablets, desktops, and other connected devices to maintain a unified customer view. This type of CDP is best suited for organizations aiming to create seamless cross-device engagement, ensuring customers receive relevant messaging and experiences no matter how or where they interact with the brand.
- [Marketing Metrics-Focused CDPs](https://www.g2.com/categories/customer-data-platform-cdp/f/marketing-metrics): Marketing Metrics-focused CDPs provide advanced analytics and reporting capabilities that help businesses measure marketing performance and ROI. They enable organizations to track customer engagement, campaign effectiveness, and revenue attribution across multiple channels. This type of CDP is ideal for companies looking to gain deeper insights into their marketing efforts, optimize strategies, and make data-driven decisions while managing customer data in a centralized platform.
- [Recommendation Engine CDPs](https://www.g2.com/categories/customer-data-platform-cdp/f/recommendation-engine): Recommendation Engine CDPs use artificial intelligence and machine learning to deliver personalized content, product recommendations, and next-best actions across customer touchpoints. By analyzing customer behavior, preferences, and purchase history, they help businesses increase engagement and drive conversions. This type of CDP is well-suited for organizations aiming to enhance personalization strategies, improve product discovery, and deliver relevant experiences in real time across marketing channels.
- [Content Marketing CDPs](https://www.g2.com/categories/customer-data-platform-cdp/f/content-marketing): Content Marketing CDPs combine customer data management with content delivery tools to support personalized marketing at scale. They enable businesses to create, manage, and distribute content tailored to customer profiles, behaviors, and preferences. This type of CDP is ideal for organizations focused on automating content-driven campaigns, delivering targeted messaging across multiple channels, and driving customer engagement with personalized, data-informed content experiences.
- **Integration with AI Assistants** : As businesses adopt AI-powered customer service tools, CDPs provide accurate customer profiles and history. This integration enables AI assistants to offer more relevant, efficient, personalized interactions, enhancing overall customer satisfaction.

### Top customer data companies on G2 features rated by G2 reviewers

There is no single best customer data platform for every business. Different CDP features offer unique benefits depending on the organization’s goals, data complexity, and marketing maturity. These features can support users in several ways:

- Data enrichment: Use external data sources to enhance and complete customer profiles.
- Expandability: Add new data sources and adapt to changing data requirements over time.
- Content marketing: Manage and deliver content as part of personalized customer journeys.
- Multiple devices: Deliver consistent, personalized experiences across all customer devices.
- Marketing metrics: Measure the performance and ROI of marketing programs and campaigns.
- Predictive modeling: Forecast customer behaviors and outcomes using statistical models.
- Recommendation engine: Suggest next-best actions or products based on customer data and AI.

### Top CDP benefits identified by G2 reviewers

Effective customer data platform implementation can deliver a range of strategic business benefits, including:

**Ease of Use** : Users often highlight that these CDPs are intuitive and user-friendly, reducing the learning curve.

_“A customer data platform is a very potent, all-in-one platform that functions smoothly like clockwork. It has proven highly capable and effective for us, and we have witnessed consistent growth in CTR using their Smart Recommender.”_ - [Hung Ho, Digital Transformation Executive](https://www.g2.com/products/insider/reviews/insider-review-6920189)

**Data Management** : The ability to collect, unify, and manage customer data efficiently is a standout feature.

_“A customer data platform provides analytics and insights to help businesses understand user behavior, measure the performance of their digital experiences, and make data-driven decisions for optimization and personalization.”_ - [Hlengi Khanyile](https://www.g2.com/products/bloomreach-bloomreach/reviews/bloomreach-review-9184260)

**Personalization Capabilities:** Many users mention strong functionality around segmentation and delivering personalized customer experiences.

_“We send personalized notifications and messages that match each user’s interests and activity. This helps us keep users returning to the app by offering them exactly what they’re looking for. Personalization has made our connection with users stronger and more meaningful.”_ - [Sanjeev Arora, SDE - 1](https://www.g2.com/products/webengage/reviews/webengage-review-10487589)

**Automation** : Automating campaigns and data flows is frequently seen as a time-saver and a key value driver.

_“The customer portals are invaluable for tracking onboarding objectives with customers, keeping everyone aligned. Its robust automation capabilities allow us to create a wide range of alerts based on real-time data, ensuring we never miss critical updates.”_ - [Rocky Radu, Sr. Operations Engineer](http://ws/planhat-review-10533063)

**Customer Support** : Reviewers appreciate responsive and helpful support teams.

_“While the application is intuitive, there are a lot of hidden tricks and tips. Whenever I go to my support team with the question I'm trying to answer, they do everything they can to help me answer that question.”_ - [Tim Oliver, Product Director - Analytics & Data Science](https://www.g2.com/products/fullstory/reviews/fullstory-review-9719408)

### Top customer data platform challenges identified by G2 reviewers

Implementing a customer data software can drive significant marketing and operational value, but G2 user reviews highlight several common challenges that organizations may encounter. These challenges often relate to pricing, complexity, data integration, feature limitations, and support quality. Below are the most frequently reported hurdles, along with key questions to ask vendors and practical advice to address them:

**1. Pricing and cost complexity:** Reviewers frequently mention that CDP software can involve high costs, especially for advanced features, data volume, or enterprise-level use cases. Unclear pricing models or additional costs for integrations and support can be a barrier.

- **Essential questions to ask your CDP vendor** : What is included in your pricing tiers? Are there extra costs for data storage, API access, or integrations? How do costs scale with increasing customer profiles or data usage?
- **How to overcome the challenge** : Look for transparent pricing models that clearly outline what is included. Choose vendors that offer flexible, scalable pricing options aligned with your data needs and growth plans.

**2. Data complexity and steep learning curve:** Customer data platforms often require technical expertise to implement and operate effectively. Users report challenges managing data integration, identity resolution, and advanced segmentation features, especially without dedicated support.

- **Essential questions to ask your CDP vendor** : What onboarding, training, and documentation do you provide? Is your platform designed for marketers, or will technical teams need to be heavily involved? What customer success resources are available?
- **How to overcome the challenge** : Select CDPs that emphasize ease of use, intuitive interfaces, and strong customer enablement programs. Ensure that adequate training resources are available for both technical and non-technical users.

**3. Limited or underdeveloped features:** Many users cite missing features, lack of customization, or limitations in reporting and analytics tools as pain points that hinder their ability to fully leverage the CDP.

- **Essential questions to ask your CDP vendor** : What are your platform’s current core features, and how mature are they? Can you provide a product roadmap or outline of upcoming features? Are there limitations or known gaps in key areas like reporting, integrations, or personalization?
- **How to overcome the challenge** : Select a CDP vendor that is transparent about its product capabilities and development roadmap. During evaluation, prioritize platforms that actively engage with customer feedback and release regular feature updates. Consider whether the available features align with your highest-priority use cases, and avoid over-investing in platforms that require long wait times for critical functionality.

**4. Customer support quality:** Reviewers frequently note slow response times or inadequate assistance when solving technical issues, which negatively impacts their experience with the product.

- **Essential questions to ask your CDP vendor** : What support channels do you offer, such as email, live chat, phone, or dedicated account managers? What is your average response time for support inquiries? Do you provide guaranteed service levels through Service Level Agreements (SLAs)? What resources do you offer for onboarding, training, and ongoing customer success support?
- **How to overcome the challenge** : Evaluate CDP vendors based on proven customer support performance. Look for platforms with responsive, multi-channel support and clearly defined SLAs. Prioritize vendors that offer proactive customer success programs, training resources, and dedicated support contacts to ensure your team receives guidance during implementation and ongoing use.

**5. Data integration complexity:** Many users report difficulties integrating their CDP with existing tools, systems, and data sources. Challenges include limited pre-built connectors, complex API configurations, custom integration requirements, and inconsistent data formatting across platforms. Without seamless integration, a CDP’s ability to unify customer data and deliver insights is significantly reduced.

- **Essential questions to ask your CDP vendor** : What pre-built integrations do you offer with common tools like CRMs, marketing automation platforms, e-commerce systems, and analytics tools? How flexible is your API, and what technical resources are required for custom integrations? Do you provide support or services to help with integration setup and troubleshooting? How do you ensure data accuracy and consistency across connected systems?
- **How to overcome the challenge** : Prioritize CDPs that offer a wide range of pre-built integrations with your existing tools. Confirm that the platform provides clear API documentation, integration support, and technical resources to streamline setup. Engage internal IT teams early in the evaluation process to assess technical compatibility and avoid unexpected complexity during implementation.

### What are customer data platforms used for?

Customer Data Platforms (CDPs) are primarily used to unify customer data, improve marketing performance, and deliver personalized customer experiences. According to G2 reviewers, businesses rely on CDPs to collect and manage customer data from multiple sources and create a single, comprehensive customer view.

Common use cases include improving customer engagement, enabling personalized marketing campaigns, and optimizing customer journeys across channels. Many businesses use CDPs to track customer behavior, automate campaign delivery, and segment audiences for targeted messaging. CDPs also support reporting, real-time analytics, and help teams make data-driven decisions.

Reviewers frequently mention that CDPs help break down data silos, connect online and offline customer interactions, and increase operational efficiency in marketing, sales, and customer service teams.

### Who uses customer data platforms?

Customer data platform solutions are used by businesses to unify customer data, personalize marketing, and improve customer engagement across teams and channels.

- **Marketing teams** : Use CDPs to unify customer data, segment audiences, and personalize campaigns across channels.
- **Sales teams** : Access real-time customer profiles to identify leads, track activity, and deliver personalized outreach.
- **Customer experience teams** : Leverage CDPs to track customer interactions and provide consistent, personalized support.
- **Data and analytics teams** : Use CDPs to collect, analyze, and report on customer data from multiple sources.
- **Ecommerce and retail businesses** : Rely on CDPs to power personalized product recommendations and optimize customer journeys.
- **B2B and B2C companies** : Use CDPs to understand customer behavior, drive engagement, and improve marketing performance.

### Common customer data platform integrations

Customer data platforms integrate with a wide range of tools to collect, unify, and activate customer data across systems. Common integrations include:

- [CRM systems](https://www.g2.com/categories/crm): Connect customer relationship management tools to sync contact data, sales activity, and customer interactions.
- [Marketing automation platforms](https://www.g2.com/categories/marketing-automation): Integrate with email marketing, SMS, and campaign tools to deliver personalized messaging.
- [E-Commerce platforms](https://www.g2.com/categories/e-commerce-platforms): Sync product data, purchase history, and customer behavior from online stores.
- **Advertising platforms** : Connect with ad networks and social media channels to optimize audience targeting and ad personalization.
- [Analytics](https://www.g2.com/categories/analytics-platforms) **and** [BI tools](https://www.g2.com/categories/embedded-business-intelligence): Feed unified customer data into reporting platforms for deeper analysis and insights.
- [Data warehouses](https://www.g2.com/categories/data-warehouse) **and** [cloud storage](https://www.g2.com/categories/cloud-file-storage): Integrate with cloud data systems to centralize large volumes of structured and unstructured data.
- **Customer support tools** : Connect customer service platforms to provide personalized support based on complete customer profiles.

### **Software and services related to customer data platforms**

1. [Data warehouses](https://www.g2.com/categories/data-warehouse) store large volumes of integrated business data for reporting and analytics. Managed by IT teams, they focus on cross-departmental data rather than marketing-specific customer profiles.
2. [Data Management Platforms (DMP)](https://www.g2.com/categories/data-management-platform-dmp) collect third-party, cookie-based data for audience targeting and digital advertising. Unlike CDPs, DMPs focus on anonymous data and short-term storage for ad campaigns.
3. [CRM software](https://www.g2.com/categories/crm) store customer contact details, sales activity, and interaction history. While CRMs manage known customer records, CDPs unify data from all channels to create a complete customer view for marketing personalization.

### Future of customer data platforms

The future of customer data platforms will focus on deeper AI-driven personalization, stronger real-time data processing, expanded privacy and compliance features, and increased integration with emerging technologies to help businesses deliver more connected, predictive, and privacy-first customer experiences.

1. **AI-Powered Personalization** : CDPs are increasingly integrating artificial intelligence and machine learning to deliver hyper-personalized customer experiences in real time. By analyzing behavioral signals and customer preferences, businesses can tailor content, offers, and journeys dynamically. ​
2. **Real-Time Data Activation** : The growing demand for agility and responsiveness is driving CDPs to process and activate customer data instantly. Real-time decision-making helps brands respond to customer behavior as it happens, enhancing engagement and satisfaction. ​
3. **Privacy-First Data Collaboration** : With increasing data privacy regulations, CDPs are adopting technologies like data clean rooms that allow companies to analyze shared data sets without exposing personally identifiable information. This approach protects user privacy while maintaining valuable insights. ​
4. **Cross-Channel Customer Engagement** : CDPs are expanding beyond traditional marketing use cases, enabling personalized engagement across a growing number of touchpoints, including mobile apps, social media, e-commerce, and customer service platforms. This holistic approach ensures consistent messaging and experiences across all customer interactions. ​
5. **Integration with AI Assistants** : As businesses adopt AI-powered customer service tools, CDPs play a crucial role in providing accurate customer profiles and history. This integration enables AI assistants to offer more relevant, efficient, and personalized interactions, enhancing overall customer satisfaction. ([_Source 4_](https://www.cdpinstitute.org/news/customer-data-platform-growth-shifts-to-new-markets-cdp-institute-report/))

### Customer Data Platform (CDP) FAQs

#### What are customer data platforms?

A customer data platform, or CDP, is software that collects customer data from multiple sources such as websites, mobile apps, CRMs, email tools, and advertising platforms, then unifies it into a single, centralized customer profile. The goal of a CDP is to create a complete view of each customer by connecting identity and behavior across channels, even when data is fragmented. 

CDPs help teams segment audiences, personalize experiences, and activate customer data in other systems, such as [marketing automation](https://www.g2.com/categories/marketing-automation), [analytics](https://www.g2.com/categories/analytics-platforms), and [ad platforms](https://www.g2.com/categories/digital-advertising-tech), making them a foundational tool for customer-centric marketing and engagement.

#### CDP vs CRM: what are the differences?

The main difference between a CDP and a CRM is the type of data they manage and how that data is used. A [CRM](https://www.g2.com/categories/crm) is designed mainly for sales and customer service teams to manage relationships with known contacts by tracking communication history, storing contact and account details, and supporting pipeline workflows. 

A CDP is designed to unify both known and anonymous data across many systems, including real-time behavioral signals, and turn it into continuously updated customer profiles. While CRMs focus on relationship management and revenue workflows, CDPs focus on data unification, identity resolution, audience building, and activation for personalization and marketing performance. Many companies use both together, with CDPs enriching the CRM and improving targeting and customer engagement.

#### What is the best customer data platform?

There is no single best customer data platform for every business because the right choice depends on your goals, data complexity, customer journey, and existing tech stack. The best CDPs typically excel at unifying customer data across channels, accurately resolving customer identities, enabling real-time segmentation and activation, integrating smoothly with other tools, and supporting both privacy and governance requirements. 

A reliable way to evaluate the best CDP for your needs is to compare platforms based on verified user reviews, feature fit, and performance for companies of a similar size and industry. On G2, the leading CDPs are identified using verified customer feedback and satisfaction signals, which helps buyers see which tools perform best in real-world use cases.

The best CDP software are [Salesforce Data 360 (formerly Data Cloud)](https://www.g2.com/products/salesforce-data-360-formerly-data-cloud/reviews), [Insider One](https://www.g2.com/products/insider-one/reviews), and [Bloomreach](https://www.g2.com/products/bloomreach-bloomreach/reviews).

### Sources

1. [50+ Customer Data Statistics for Successful Marketing Plans](https://www.g2.com/articles/customer-data-statistics), G2
2. G2 reviews data: G2 reviews are sourced from verified software users and factor in satisfaction ratings, market presence, and real-time popularity data. Rankings in this guide are based on an analysis of G2 user reviews published within the last 12 months. For more details, read [G2’s full scoring methodology](https://documentation.g2.com/docs/research-scoring-methodologies).
3. [Customer Data Platform Market Size, Share & Industry Analysis](https://www.fortunebusinessinsights.com/industry-reports/customer-data-platform-market-100633), Fortune Business Insights
4. [Customer Data Platform Growth Shifts to New Markets](https://www.cdpinstitute.org/news/customer-data-platform-growth-shifts-to-new-markets-cdp-institute-report/), CDP Institute