# Best Customer Data Platforms (CDP) - Page 10

  *By [Alanna Iwuh](https://research.g2.com/insights/author/alanna-iwuh)*

   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





## Best Customer Data Platforms (CDP) At A Glance

- **Leader:** [Insider One](https://www.g2.com/products/insider-one/reviews)
- **Highest Performer:** [GrowthLoop](https://www.g2.com/products/growthloop/reviews)
- **Easiest to Use:** [Insider One](https://www.g2.com/products/insider-one/reviews)
- **Top Trending:** [Maestra](https://www.g2.com/products/maestraplatform/reviews)
- **Best Free Software:** [Twilio Segment](https://www.g2.com/products/twilio-segment/reviews)


---

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---

## Top-Rated Products (Ranked by G2 Score)
  ### 1. [FLYDE](https://www.g2.com/products/flyde/reviews)
  Most businesses are not using the power of their data stack properly which can cause a revenue loss of 4-7% each year. We built FLYDE SaaS platform to help consumer brands and retailers that already have an advanced tech stack (CRM, e-commerce platform, marketing automation software, retail tracking technology, digital marketing campaigns, etc) but they still experience pain or tension in two situations: Data dispersion. Companies that have their data sources in silos and disconnected from each other. FLYDE is the easiest and most accessible customer data platform able to connect all your data sources and deliver a customer control panel with a 360 granular view of your customer base, on which you can act on in real time. Predictions through last century systems. In many cases even with a good connection between the data sources, businesses deploy predictive models sporadically and through systems of the last century. FLYDE has embedded its own AI/ML-driven predictive models into the platform that help increase customer retention and life time value by 20%, maximize lead to sale conversion and ultimately increase profits and ROAS by 43%. We are much more than a CDP (Customer Data Platform) and with 15+ years of experience in creating and implementing big data technology solutions, we have as distinctive assets: (1) the accessibility and accuracy of our AI, (2) the smart and actionable segmentations that drive customer activation with higher ROI and (3) a world-class customer success approach to serve our client organisations.




**Seller Details:**

- **Seller:** [FLYDE Innovation Iniciatives](https://www.g2.com/sellers/flyde-innovation-iniciatives)
- **Year Founded:** 2021
- **HQ Location:** Madrid, ES
- **LinkedIn® Page:** https://www.linkedin.com/company/flyde-io (11 employees on LinkedIn®)



  ### 2. [Global Insights](https://www.g2.com/products/global-insights/reviews)
  Global Insights is an AI-Powered predictive modeling solution that uses your customer data to predict customer behavior. Global Insights uses advanced AI demographic customer attributes and transactional data points to present the right offer at the right time to the right customer to prevent churn and increase renewal revenue.




**Seller Details:**

- **Seller:** [CDS Global](https://www.g2.com/sellers/cds-global-52b8b1e4-2d49-41a2-90ea-706e55f16cc4)
- **HQ Location:** Des Moines, US
- **LinkedIn® Page:** https://www.linkedin.com/company/cds-global (1,086 employees on LinkedIn®)



  ### 3. [Gravito](https://www.g2.com/products/gravito/reviews)
  Gravito is a customer data platform and a service that allows collection of observed data from various digital touchpoints, backend systems or offline sources and merging it with personal data secure way, resulting up-to-date single-point-view to customer. End users are in full control of consenting companies to collect, process and use their data or not. Gravito also provides marketing automation tools for omnichannel communication with consumers, within one tool or integrating data management and orchestration capabilities with systems businesses already have in their portfolio.




**Seller Details:**

- **Seller:** [Gravito Ltd](https://www.g2.com/sellers/gravito-ltd)
- **Year Founded:** 2018
- **HQ Location:** Helsinki, FI
- **Twitter:** @gravito_ltd (28 Twitter followers)
- **LinkedIn® Page:** https://fi.linkedin.com/company/gravitoltd (12 employees on LinkedIn®)



  ### 4. [Growhold](https://www.g2.com/products/growhold/reviews)
  Customer data platform that makes product teams drive conversion.




**Seller Details:**

- **Seller:** [Growhold](https://www.g2.com/sellers/growhold)
- **Year Founded:** 2023
- **HQ Location:** Dover, US
- **LinkedIn® Page:** http://www.linkedin.com/company/growhold (1 employees on LinkedIn®)



  ### 5. [Herogi](https://www.g2.com/products/herogi/reviews)
  Herogi is end to end solution for intelligent automated actions on fast-moving big data. Its seamless integration with third party services and builtin complex event processing capacity provide automated intelligence for technology based solutions. Herogi focus on event data as the events occur and then take actions in time. Its event based and stateful architecture ensures real-time operational responsiveness to customer.




**Seller Details:**

- **Seller:** [Herogi](https://www.g2.com/sellers/herogi)
- **HQ Location:** N/A
- **LinkedIn® Page:** https://www.linkedin.com/company/No-Linkedin-Presence-Added-Intentionally-By-DataOps (1 employees on LinkedIn®)



  ### 6. [Horizon powered by XCM](https://www.g2.com/products/horizon-powered-by-xcm/reviews)
  The Customer Data Platform that powers the future of Data Science, Visualisation and Activation




**Seller Details:**

- **Seller:** [X CHANNEL MARKETING LTD](https://www.g2.com/sellers/x-channel-marketing-ltd)
- **Year Founded:** 2009
- **HQ Location:** York, GB
- **LinkedIn® Page:** https://www.linkedin.com/company/cross-channel-marketing-xcm-ltd-/ (57 employees on LinkedIn®)



  ### 7. [idiCORE](https://www.g2.com/products/idicore/reviews)
  Through leading-edge, proprietary technology and a massive data repository, our data and analytical solutions harness the power of data fusion, uncovering the relevance of disparate data points and converting them into comprehensive and insightful views of people, businesses, assets and their interrelationships.




**Seller Details:**

- **Seller:** [IDI](https://www.g2.com/sellers/idi)
- **Year Founded:** 2014
- **HQ Location:** Boca Raton, US
- **LinkedIn® Page:** https://www.linkedin.com/company/interactive-data-llc (125 employees on LinkedIn®)



  ### 8. [Incentivio](https://www.g2.com/products/incentivio/reviews)
  Incentivio is an all-in-one customer engagement platform built specifically for restaurants. We help restaurant brands grow revenue and retention by combining a powerful restaurant loyalty program, CRM, and CDP (Customer Data Platform) into one seamless solution. The platform turns real-time customer data into personalized guest experiences. Restaurants can automate customer segmentation, launch targeted marketing campaigns, deliver rewards that drive loyalty, and capture valuable sentiment data across the entire guest journey. From online ordering and mobile apps to email, push, and SMS marketing, Incentivio gives you the tools to build stronger relationships with your guests—without needing a dedicated marketing team. Trusted by fast-casual, quick-service, and full-service restaurants, Incentivio helps brands unlock the full potential of their data with: - Smart, automated restaurant loyalty and rewards programs - A built-in restaurant CRM to manage and activate guest relationships - A centralized restaurant CDP for unified customer insights - Advanced customer segmenting for more effective marketing - Tools to collect and act on guest sentiment and feedback


  **Average Rating:** 4.5/5.0
  **Total Reviews:** 1

**User Satisfaction Scores:**

- **Has the product been a good partner in doing business?:** 10.0/10 (Category avg: 9.0/10)


**Seller Details:**

- **Seller:** [Incentivio](https://www.g2.com/sellers/incentivio)
- **Year Founded:** 2017
- **HQ Location:** Boston, US
- **LinkedIn® Page:** https://www.linkedin.com/company/incentivio (41 employees on LinkedIn®)

**Reviewer Demographics:**
  - **Company Size:** 100% Small-Business


#### Pros & Cons

**Pros:**

- Customer Engagement (1 reviews)
- Customer Support (1 reviews)
- Ease of Use (1 reviews)
- Engagement (1 reviews)
- Features (1 reviews)

**Cons:**

- Access Restrictions (1 reviews)
- Limited Customization (1 reviews)
- Limited Discounts (1 reviews)
- System Limitations (1 reviews)

  ### 9. [Interai](https://www.g2.com/products/interai/reviews)
  Interai is a Customer Omni Platform that uses no integration or APIs to consolidate all the admin & back-office systems onto one app, bringing all customer data to the right agent at the right time.




**Seller Details:**

- **Seller:** [Interai](https://www.g2.com/sellers/interai)
- **HQ Location:** Tel Aviv-Yafo, IL
- **LinkedIn® Page:** http://www.linkedin.com/company/interai (4 employees on LinkedIn®)



  ### 10. [Iteratively](https://www.g2.com/products/iteratively/reviews)
  Iteratively helps data teams, product managers and engineers come together around defining, instrumenting, and enforcing event tracking.




**Seller Details:**

- **Seller:** [Iteratively](https://www.g2.com/sellers/iteratively)
- **Year Founded:** 2019
- **HQ Location:** Seattle, US
- **LinkedIn® Page:** https://www.linkedin.com/company/iteratively/ (1 employees on LinkedIn®)



  ### 11. [Journify](https://www.g2.com/products/journify/reviews)
  Journify - The Composable Customer Data Platform that helps marketers collect and unify customer profiles, define dynamic audiences, and activate them in real-time.




**Seller Details:**

- **Seller:** [journify.io](https://www.g2.com/sellers/journify-io)
- **Year Founded:** 2023
- **HQ Location:** San Francisco, US
- **LinkedIn® Page:** https://www.linkedin.com/company/journifyio/ (18 employees on LinkedIn®)



  ### 12. [Lassoo](https://www.g2.com/products/lassoo/reviews)
  Lassoo is the easiest way to collect and prepare your first-party customer data for use cases like advanced analytics, AI/ML modeling, and composable CDP. Its auto-capture capabilities track every onsite user action, no complex tracking code is required. It then provides efficient ingestion, curation, reconciliation, and data enrichment. Data teams can use their preferred tools for reporting and activation, directly on the collected data, or after loading/streaming it to their data warehouse.




**Seller Details:**

- **Seller:** [Lassoo](https://www.g2.com/sellers/lassoo)
- **HQ Location:** N/A
- **LinkedIn® Page:** https://www.linkedin.com/company/No-Linkedin-Presence-Added-Intentionally-By-DataOps (1 employees on LinkedIn®)



  ### 13. [Mall Performance Cloud](https://www.g2.com/products/mall-performance-cloud/reviews)
  Mall Performance Cloud was developed to help retail centers effectively increase shopper engagement and drive foot traffic.




**Seller Details:**

- **Seller:** [Placewise](https://www.g2.com/sellers/placewise)
- **HQ Location:** Trondheim, Trøndelag, Norway
- **LinkedIn® Page:** https://www.linkedin.com/company/placewise-group (99 employees on LinkedIn®)



  ### 14. [mediarithmics](https://www.g2.com/products/mediarithmics/reviews)
  mediarithmics offers an open and integrated data marketing infrastructure, covering all CDP and DMP uses. The platform can also be used to create Data Alliances, guaranteeing the impermeability of data between partners and compliance with current and future regulations (GDPR, Pipeda, CCPA…). Our technology enables the collect of each customer and prospect data (hundreds of millions of offline & online data profiles) without compression, allowing segmentation and orchestration of multi-channel campaigns in real time. mediarithmics’ clients can add their own algorithms to personalize the platform's strategic points, whether it be on 360° marketing personalization or Data monetization use cases. We’re a Tech-first company, created in 2014, and opening international offices every year. Our customers include big retailers, media groups, ambitious scale-ups, and more generally companies that want to leverage their data like never before.




**Seller Details:**

- **Seller:** [mediarithmics](https://www.g2.com/sellers/mediarithmics)
- **HQ Location:** Paris, FR
- **LinkedIn® Page:** https://fr.linkedin.com/company/mediarithmics (71 employees on LinkedIn®)



  ### 15. [Mevo Data Platform](https://www.g2.com/products/mevo-data-platform/reviews)
  The Mevo Data Platform transforms fragmented, slow, and inconsistent marketing data into a unified source of truth. By consolidating paid, owned, earned, and audience data, it delivers clean, enriched, marketing-ready datasets that power instant reporting and advanced modeling. Purpose-built for marketing complexity—with consistent taxonomies, attribution logic, and privacy-safe enrichment—it maximizes the ROI of your existing tech stack while giving you full control of your data foundation, all accessible from our conversational UI.




**Seller Details:**

- **Seller:** [Marketing Evolution](https://www.g2.com/sellers/marketing-evolution)
- **Year Founded:** 2000
- **HQ Location:** New York, New York, United States
- **Twitter:** @MktgEvolution (1,057 Twitter followers)
- **LinkedIn® Page:** https://www.linkedin.com/company/marketing-evolution (321 employees on LinkedIn®)



  ### 16. [Mobio CDP & CEM Platform](https://www.g2.com/products/mobio-cdp-cem-platform/reviews)
  MOBIO is a CDP & CEM platform that provide technology solution for data management and operations in Marketing, Sales and Service for mid-size and large enterprises. MOBIO Solution is tailored for Corporations, Banks, Retail chains and receives positive feedbacks from customers.




**Seller Details:**

- **Seller:** [Mobio.io](https://www.g2.com/sellers/mobio-io)
- **Year Founded:** 2017
- **HQ Location:** Hanoi, VN
- **LinkedIn® Page:** https://www.linkedin.com/company/mobio-vietnam-jsc (51 employees on LinkedIn®)



  ### 17. [Nash360](https://www.g2.com/products/nash360/reviews)
  Nash360 is a Customer Data Platform that gives you access to all your data even from most inaccessible sources, at one place. It integrates predictive AI & machine learning to enable businesses to extract value from streaming data sources, take strategic decisions with real-time intelligence.




**Seller Details:**

- **Seller:** [Tuple Technologies](https://www.g2.com/sellers/tuple-technologies)
- **Year Founded:** 2016
- **HQ Location:** Singapore, SG
- **Twitter:** @DataTuple (49 Twitter followers)
- **LinkedIn® Page:** https://www.linkedin.com/company/10317697 (8 employees on LinkedIn®)



  ### 18. [Naviga Discover](https://www.g2.com/products/naviga-discover/reviews)
  Good data is imperative to making well informed decisions. Uncover actionable insight around both new and longtime subscribers to deliver impactful audience campaigns, and deepen the conversation across the full engagement lifecycle with Naviga Discover.




**Seller Details:**

- **Seller:** [Naviga](https://www.g2.com/sellers/naviga)
- **Year Founded:** 2013
- **HQ Location:** Bloomington, MN
- **Twitter:** @NavigaGlobal (743 Twitter followers)
- **LinkedIn® Page:** https://www.linkedin.com/company/navigaglobal/ (413 employees on LinkedIn®)



  ### 19. [NectarOM](https://www.g2.com/products/nectarom/reviews)
  The NectarOM platform was built to meet the needs of Enterprises looking to build, operate, and scale their personalization function end-to-end.




**Seller Details:**

- **Seller:** [NectarOM](https://www.g2.com/sellers/nectarom)
- **Year Founded:** 2014
- **HQ Location:** Dallas,
- **Twitter:** @nectarOM (707 Twitter followers)
- **LinkedIn® Page:** http://www.linkedin.com/company/nectar-online-media-inc (3 employees on LinkedIn®)



  ### 20. [Nessie](https://www.g2.com/products/nessie/reviews)
  Nessie bridges the gap between marketing and data science and helps companies make the most of their existing customer data. The solution supplements and enhances the complete marketing tool stack, addressing problems such as siloed teams, the lack of accessibility to valuable data held in multiple tools spread across the organization, the lack of technical knowledge to manage a Customer Data Platform and the difficulty to activate data in marketing campaigns. The technology enables a complete view of first-party data of every single customer, aggregated in once place. Its AI-based recommendation engine ensures each customer can be targeted with highly personal advertising, relevant to them, using the data they have shared. Nessie sets out to support the full customer journey with features dedicated to predict and prevent customer churn and optimize remarketing spend.




**Seller Details:**

- **Seller:** [Nessie](https://www.g2.com/sellers/nessie)
- **HQ Location:** N/A
- **LinkedIn® Page:** https://www.linkedin.com/company/No-Linkedin-Presence-Added-Intentionally-By-DataOps (1 employees on LinkedIn®)



  ### 21. [NetWise](https://www.g2.com/products/netwise-netwise/reviews)
  NetWise is the leading provider of B2B Audience Data to Brands, Agencies, Platforms, Sales & Marketing professionals, and Data Science teams. Our unique B2B Data Products enable true multi-channel marketing allowing you to target the same audience across all marketing channels in every platform you want to use. Our proprietary B2B-to-Consumer ID Graph means you reach the same person everywhere and every time. And, we provide the greatest audience reach in industry, period. Our customers regularly work with us to generate and activate custom segments and audiences. We are experts at extracting intelligence and making it useful for your specific business and audience needs. No other company has more unique business data readily available. NetWise uses world-class technology and non-traditional data sets to deliver unique B2B data products to its customers and partners, and we are one of the most experienced, trusted, and reliable data companies in the sales, marketing, and advertising industries.




**Seller Details:**

- **Seller:** [NetWise](https://www.g2.com/sellers/netwise-c6de0d17-2091-4ce0-925e-47e73933871e)
- **HQ Location:** N/A
- **LinkedIn® Page:** https://www.linkedin.com/company/No-Linkedin-Presence-Added-Intentionally-By-DataOps (1 employees on LinkedIn®)



  ### 22. [NP6 CM](https://www.g2.com/products/np6-cm/reviews)
  NP6 offers an activation marketing platform to more than 400 customers allowing them, thanks to a single customer repository, to simply activate their cross-channel marketing messages via various marketing scenarios, such as email retargeting by example.




**Seller Details:**

- **Seller:** [Chapsvison](https://www.g2.com/sellers/chapsvison)
- **Year Founded:** 2019
- **HQ Location:** Suresnes, FR
- **LinkedIn® Page:** https://www.linkedin.com/company/chapsvision (645 employees on LinkedIn®)



  ### 23. [OpenText Customer Data](https://www.g2.com/products/opentext-customer-data/reviews)
  OpenText™ Experience CDP unifies customer data to enable organizations to deliver the right interaction at the right time, in the right place and in the right context. Providing a common view of customer profile and audience data across various touchpoints, Experience CDP allows businesses to provide relevant and contextual customer experiences and communications.




**Seller Details:**

- **Seller:** [OpenText](https://www.g2.com/sellers/opentext)
- **Year Founded:** 1991
- **HQ Location:** Waterloo, ON
- **Twitter:** @OpenText (21,575 Twitter followers)
- **LinkedIn® Page:** https://www.linkedin.com/company/2709/ (23,339 employees on LinkedIn®)
- **Ownership:** NASDAQ:OTEX



  ### 24. [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.




**Seller Details:**

- **Seller:** [Express Analytics](https://www.g2.com/sellers/express-analytics)
- **Year Founded:** 2005
- **HQ Location:** Irvine, US
- **LinkedIn® Page:** https://www.linkedin.com/company/express-analytics (35 employees on LinkedIn®)



  ### 25. [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.




**Seller Details:**

- **Seller:** [Plain Sight Ventures](https://www.g2.com/sellers/plain-sight-ventures)
- **HQ Location:** N/A
- **LinkedIn® Page:** https://www.linkedin.com/company/No-Linkedin-Presence-Added-Intentionally-By-DataOps (1 employees on LinkedIn®)





## Parent Category

[Marketing Software](https://www.g2.com/categories/marketing)



## Related Categories

- [Marketing Automation Software](https://www.g2.com/categories/marketing-automation)
- [Customer Journey Analytics Software](https://www.g2.com/categories/customer-journey-analytics)
- [Personalization Software](https://www.g2.com/categories/personalization)



---

## Buyer Guide

### 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?

G2 scores the top-rated customer data platforms using a [proprietary algorithm](https://documentation.g2.com/docs/research-scoring-methodologies) that evaluates real-user satisfaction ratings and overall popularity based on review data. Here are the five highest-rated 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