A fragmented market

Navigating the CDP market is complex for several reasons.

1. With over 100 players and new entrants joining regularly, the market is seeing consolidation, typical of maturing sectors.

2. The CDP landscape is highly fragmented, with the term "CDP" covering a wide range of solutions with varying functionalities.

While all CDPs aim to connect, unify, and activate customer data, their approaches differ, leading to different types of CDPs.

We're here to provide clarity and help you navigate this complex landscape to make the right choice.

Two types of CDPs

In our view, a CDP aims to integrate fundamental customer intimacy by excelling in two key areas: 1. Compatibility across all organizational systems: Break down data silos for personalized touchpoints and comprehensive customer insights. A CDP should connect seamlessly to both online and offline systems. 2. Creating a unified customer view: Organize data collected from various systems into dynamic customer profiles and segments, serving as input for analysis, automation, and personalization. For these reasons, we categorize CDPs into two main types.
Three Types Cdps@2X
Data Management Cdps@2X

Operational CDPs

These CDP providers emphasize the technical aspects of data management. Their functionalities revolve around processing data, unifying profiles, cleansing data, management, identification solutions, and other tasks in the field of data management. Examples in this category include Nominow, Octolis, NG Data, Treasure Data, and others.

Engagement CDPs

These CDP vendors primarily focus on activation and engagement, providing features such as self-service segmentation, journey orchestration, personalization, and targeted marketing campaigns. Notable examples include Segment, Tealium, BlueConic, CrossEngage, and others.
Engagement Cdps@2X

More about Operational CDPs

These CDPs prioritize the collection, unification, and transformation of data, offering advanced data management capabilities. They are designed to establish a robust foundation for delivering data to other systems and tools.

These CDPs are frequently highly flexible and can be tailored to the specific needs of an organization. They provide extensive functionality in data unification, enrichment, and transformation.

While their emphasis may not be as pronounced in terms of activation and engagement, they can seamlessly integrate with other tools and systems to deliver a comprehensive customer-centric solution.

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Which CDP is right for me?

Understanding which type of CDP best suits your organization's needs is crucial. If your primary focus is on marketing engagement and activation, a CDP tailored for engagement may be the optimal choice.

If you wish to underscore data management and flexibility, a CDP specialized in data management may be a better fit. This is particularly true if you intend to leverage your first-party data for developing Machine Learning models and algorithms—an operational CDP is an excellent fit due to its core functionalities.

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