What is a Customer Data Platform?


Basically, a customer data platform is a collection of software that pulls data from a number of different sources and combines them into a single customer profile. This single database is then accessible to other systems for marketing purposes.


Optimove is a customer data platform that processes customer data from multiple portals and formats and delivers actionable insights to marketing teams. Its suite of AI-based optimization technologies helps businesses to maximize their commitment and spending, as well as improve customer retention.

Optimove offers a number of services, including predictive analytics, automated web surfing, and a one-click recommendation engine. In addition to this, it also provides a user-friendly interface and support.

Optimove isn’t the only customer data platform out there. For example, Segment, QuanticMind, and BlueConic also offer solutions that are more or less equivalent. However, Optimove stands out as a unique platform that helps businesses streamline and optimize their data. It offers a 360-degree single-customer view that includes data from sources such as email, social media, and mobile apps. It’s also been shown to deliver the best results in a variety of industries, including healthcare, retail, and travel.

While Optimove’s product list doesn’t include pricing, it does provide a demo. The software company claims that the Optimove system can unify, analyze, and visualize data from third-party and internal sources. In addition, it has a feature that can automatically detect the most important information to make sense of your marketing campaigns.

Twilio Segment

Whether you are looking to enhance your own customer engagement platform or you are a developer, Twilio Segment has all of the tools you need to collect and manage your customer data. It helps you deliver world-class experiences at the right time, with the right message.

For example, Twilio Segment allows Typeform to collect first-party data from multiple sources. This allows the Product team to optimize the logic map feature and surface the most popular templates to increase engagement. It also allows Typeform to diagnose data issues before they pollute the data warehouse. This means that they are able to deliver personalized experiences across channels.

The Growth Marketing team uses Twilio Segment to monitor and analyze customer experience data in real time. This helps them increase software adoption and drive subscriptions. The company also used Twilio Segment to monetize its freemium video conferencing service. By personalizing the web experience, they were able to convert free trials to paid subscriptions.

In December 2019, Twilio Segment processed close to 500 billion API calls. This allowed the company to maintain its position as the top customer data platform. In 2020, the Twilio Segment will process close to 1 trillion API calls per month.


Designed to meet the needs of the retail industry, the SAP Emarsys customer data platform is built to enable businesses to directly engage customers. Using a unique combination of a real-time decision engine, deep insights across strategic analytics, and industry-specific best practices, Emarsys provides marketers with the ability to deliver personalized, omnichannel experiences.

The Emarsys platform unifies and analyzes customer, sales, and product data. This allows marketers to drive revenue and create customer lifetime value with highly personalized experiences. This is achieved through the use of omnichannel personalization tokens. These can be used for simple CRM attributes, complex business rule-driven data, and transactional data.

The Emarsys Customer Engagement Platform has a highly intuitive user interface. It also offers customization and partner integrations. The platform can be expanded to higher editions to include more features and capabilities.

The Emarsys platform has been designed to make it easy for marketers to work with all of their data. This includes customer, product, sales, and transactional data. Whether it’s historical data or real-time online behavior, it’s all unified.

Identity management strategy

Identifying, collecting, and leveraging valuable data is the heart of effective customer identity management. It enables your company to create a more personalized experience and deliver value. You can improve your ability to reach new customers, increase the acquisition of existing ones, and improve your retention rates.

A customer data platform (CDP) unifies customer data from on- and offline channels. The goal is to have a single holistic view of your customers. However, it is only as good as the data it collects and processes. CDPs should also be complemented by a robust data management solution to help ensure the quality of the data.

It is critical to have a corporate strategy to get data in sync. This is because every company wants to be more secure, faster, and smarter. But adding security can compromise user experiences and hamper marketing efforts.

The first principle of good customer data management is data governance. This helps your organization determine which data collection methods are appropriate, which ones are unnecessary, and how to enforce the data collected. Developing a data governance strategy will also help your employees understand how to keep their personal information secure.