In the field of digital marketing, customer data platforms (CDPs) are getting more and more well-liked. Businesses can gather, store, and analyze customer data from many sources with the aid of CDPs. This information can be utilized to build a thorough picture of the customer journey and generate individualized experiences.
We shall examine the top 5 customer data platforms available today in this article. We’ll check their capabilities and features, talk about their use cases, and give instances of how they can help your company by the time this article is over.
#1: Klaviyo
With the use of the software application Klaviyo, businesses can quickly connect client data from numerous sources and build a single repository for all of their customer data.
Top Klaviyo features
Customer Data Platforms
What this is
Klaviyo’s #1 feature is their “Customer Data Platforms” software tool.
With the help of this application, businesses can quickly connect customer data from numerous sources and build a single repository for all their customer data.
Additionally, the Customer Data Platforms tool offers capabilities that make it simple for businesses to segment their clientele, run email marketing campaigns automatically, and evaluate the results of such efforts.
Why this matters
The Customer Data Platforms tool is important because it allows companies to collect customer data from multiple sources, segment that data, and then use that data to create targeted marketing campaigns.
The ability to track the success of those campaigns is also valuable, as it allows companies to see which is working and what isn’t.
Our experience
We used the Customer Data Platforms tool when we were setting up our e-commerce store. We found it very easy to use, and it allowed us to quickly connect our customer data from various sources. We were able to easily segment our customers and create automated email marketing campaigns using this tool.
The only difficulty we had was with the reporting features, as it was difficult to understand some of the terms and options. However, we were able to find a helpful support article that explained everything we needed to know.
Segmentation and filtering
What this is
Segmentation and filtering options for email marketing campaigns.
Why this matters
The ability to segment your customer base and target them with specific emails based on their behavior is essential for any company that wants to do email marketing effectively.
Klaviyo’s segmentation and filtering options are some of the best in the business, and they make it easy to target your customers with the right message at the right time.
Our experience
We’ve used Klaviyo’s segmentation and filtering options extensively in our work, and they’ve been incredibly helpful in making sure we’re reaching our customers with the right message.
One difficulty we had was finding a way to filter out unengaged subscribers from our list, but Klaviyo’s support team helped us figure out a solution that worked well for us.
A/B Testing
What this is
This method compared two versions of a marketing asset, such as an email subject line, to see which version performs better.
Why this matters
A/B testing allows you to test different versions of your marketing assets to see which ones perform better with your audience. This can help you improve the effectiveness of your marketing campaigns and make sure that you are using the best possible version of each asset.
Our experience
We have used A/B testing to test different versions of our email subject lines and found that it is a very effective way to improve the performance of our emails. We have also used it to test different versions of our landing pages and found that it can be helpful in improving conversion rates.
Pros and cons of Klaviyo
Pros
- The Customer Data Platforms tool is easy to use and connects customer data from various sources
- Segmentation and filtering options are some of the best in the business
- A/B testing helps improve marketing campaign effectiveness
- Klaviyo’s support team is helpful and responsive
- Generates reports that are easy to understand
Cons
- It Can be difficult to understand some of the terms and options in reports
- Unengaged subscribers can’t be filtered out easily
- A/B testing can take some time to set up
Pricing
Klaviyo offers a 14-day free trial, and pricing starts at $30/month. For full pricing details, you will need to get a quote from Klaviyo.
In comparison to other customer data platforms available on the market, Klaviyo’s cost is high. However, the best-in-class nature of their features and functionality justifies the asking price. They also provide a 14-day free trial, so you may try the platform before signing up for it.
Conclusion
Due to their strong customer data platform tool, comprehensive segmentation and filtering capabilities, and capability to A/B test various marketing assets. Klaviyo takes the top spot on our list.
However, Klaviyo’s pricing is more expensive than some of its rivals. The features and functionality it offers make up for the difference.
#2: Totango
Totango is a piece of software that aids businesses in managing and keeping track of the health of their clients. Users of the software can access information on their customers, such as contact details, account histories, support issues, etc.
The way that this data is arranged makes it easier to access the most crucial information fast.
Totango’s ease of use and ability to interface with many technologies without issue set it apart from other customer success systems. Successbloc trips are also built out in Totango’s marketplace to be readily implemented and customized as necessary.
Finally, Totango gives users access to a multitude of resources, including tutorials, a knowledge base, and the recently launched creator campus.
Top Totango features
Totango Path
What this is
Totango Path is a customer success platform that helps companies manage and monitor their customer’s health. The software provides users with data about their customers, including contact information, account history, support tickets, and more.
This information is organized in an easy-to-use interface that makes it simple to find the most important data quickly.
Why this matters
The ability to see all of your customer’s data in one place is essential for providing excellent customer service. With Totango Path, you can be sure that you are always up-to-date on the latest information about your customers so that you can provide them with the best possible service.
Additionally, Totango’s reporting features make it easy to track progress over time and identify areas where improvement is needed.
“Customer Data Platforms”
What this is
The #2 feature for Totango is their “Customer Data Platforms” software tool. This tool allows companies to manage customer data across multiple platforms, including Salesforce, Google Analytics, and HubSpot. The tool also provides a way to merge data from these different sources into a single platform.
Why this matters
This feature is important because it allows companies to have one central place to view and manage all of their customer data. This can be useful for understanding customer behavior, identifying trends, and making decisions about marketing and sales strategies.
Additionally, this feature can help save time by eliminating the need to manually export and import data from different platforms.
Our experience
We used this feature when we were trying to understand our customer’s purchase journey better. By merging data from multiple sources (e.g., Salesforce, and Google Analytics), we were able to get a complete picture of how our customers interact with our product or service.
Additionally, we were able to identify some areas where our customer’s journey was breaking down and make changes accordingly.
Pros and cons of Totango
Pros
- Customer data is organized in an easy-to-use interface.
- The software provides a wealth of materials, including tutorials, a knowledge base, and a brand-new creator campus.
- Setting up campaigns and ensuring that they reach your target audience is very simple.
- Totango helps standardize our process and playbooks to deliver a similar experience across our accounts. We can also measure the # days in the customer lifecycle it takes for the account to realize the value of their software licenses. Additionally, we are able to pool team resources and send non-time-sensitive tasks accordingly.
- Totango is user-friendly and easy to use
Cons
- Some features are still in development and not yet available
- The reporting is pretty limited in Totango
- There is no centralized admin area to see the attribute usage, performance, etc
Pricing
Totango offers a free trial. After the free trial, pricing starts at $39 per month. There is no need to get a quote for pricing.
Pricing:$39/month
Commentary: The price is affordable in the market for a tool that does Customer Data Platforms
Conclusion
Totango is cheaper and provides a longer free trial than competing products. Totango differs from other customer success systems in two ways, namely, its ease of use and its effortless ability to integrate with various technologies.
Finally, Totango gives users access to a multitude of resources, including tutorials, a knowledge base, and the recently launched creator campus.
Totango ranks #2 on our list because it is more affordable than alternatives and offers a free trial. Additionally, the software is simple to use and provides users with access to valuable resources such as tutorials, a knowledge base, and the brand-new creator campus.
#3: Dotdigital
Dotdigital is a piece of software that aids businesses in managing their client data. Numerous features are available, such as a simple drag-and-drop interface, robust automation options, and the capacity to quickly link with other software products.
Some of the biggest organizations in the world have used Dotdigital, one of the most well-liked consumer data platform technologies available.
Top Dotdigital features
EasyEditor
The WYSIWYG mail editor, EasyEditor, si perhaps the crown jewel. Campaigns can be easily edited by users; a technical lead can build up templates so that others can make text, image, and layout changes without having to dig deeply into the code.
This is a great helpful tool for my organization, which has roughly 35 users of varied skill levels. They can be trained quickly, and any issues they encounter can be resolved with ease. The platform’s automation is fairly broad and becoming better every year.
What this is
The jewel in the crown refers to Dotdigital’s email editor which allows campaign editing through a drag-and-drop interface or HTML coding for more advanced edits. This feature also includes automation capabilities that improve over time.
Why this matters
This feature is important for companies because it makes email creation and editing easy for users of all skill levels, which can save time and money. Additionally, the automation capabilities provide a way to improve efficiency over time.
Our experience
We have used this feature to create and edit both simple and complex emails. We found that the drag-and-drop interface was intuitive and easy to use for those with no HTML coding experience.
The automation features saved us a lot of time by automatically making changes that we would have otherwise had to do manually.
The WYSIWYG mail editor
What this is
The WYSIWYG mail editor is a feature that allows you to create and edit email campaigns using a graphical interface. This is opposed to having to code the emails yourself or use a separate email design tool.
Why this matters
This feature is important because it makes it much easier to create and edit email campaigns, for those who are not familiar with coding. Additionally, it can help you save time by allowing you to make changes directly in the editor without having to go back and forth between different tools.”
Our experience
We found this feature to be very helpful in creating our email campaigns. It was easy to use and allowed us to make changes quickly without having to switch between different tools. The only difficulty we had was that the interface could be a bit confusing at times, but overall it was a very useful tool.”
Dotdigital’s Customer Data Platforms
The “Automation Studio,” a WYSIWYG drag-and-drop editor that enables users to construct and automate complex email journeys, is the next crucial component of Dotdigital’s Customer Data Platforms software suite.
What this is
The Automation Studio is a visual drag-and-drop editor that allows users to create and automate sophisticated email journeys. With this tool, you can easily add triggers, conditions, actions, and delays to your journey without having to write any code.
Why this matters
This feature is useful for companies that want to build customer data platforms because it allows them to easily create automated email journeys that are personalized and relevant to each individual customer.
Our experience
We used this feature to create an automated email journey for our customers. We found it relatively easy to use, although we did have some difficulty understanding how to add conditions and actions. However, after watching a few tutorials, we were able to figure it out and create a successful email journey.
Pros and cons of Dotdigital
Pros
- Easy to use drag and drop interface
- Extensive automation capabilities
- Easily integrate with other software tools
- Popular customer data platform tool
- Wide range of features
Cons
- Automation can be difficult to understand
- Some features are geared more toward retail businesses
- monthly fees can be steep compared to other platforms
Pricing
Dotdigital has a range of pricing options depending on your business size and needs. The entry-level price is $2000/month, but you may need to contact us for a quote if you need more than 500,000 contacts.
$2000/month is considered expensive in the market for a tool that does Customer Data Platforms. Dotdigital offers a free trial, but you have to get a quote for pricing.
Conclusion
The pricing at Dotdigital is more expensive. Dotdigital, however, provides a free trial and more features than its rivals. In general, we think Dotdigital is the ideal choice for businesses in need of a complete customer data platform solution.
#4: Insider
Insider is a piece of software that aids businesses in providing users with individualized internet experiences. It has elements like banner overlays, recommendations, and online push notifications.
Because it enables businesses to meet the demands of each unique user, the ability to personalize the online experience for each user is crucial. This may result in better client loyalty and higher conversion rates.
Top Insider features
In-depth analysis
What this is
The “In-depth analysis” feature allows you to see detailed information about how people interact with your website or app. This includes what pages they visit, how long they stay on each page, and what actions they take.
Why this matter
This information is crucial for understanding what parts of your website or app are working well and which parts need improvement. Without this data, it would be very difficult to know where to focus your efforts in order to improve conversions and engagement.
Our experience
We used the “in-depth analysis” feature to understand how people were using our website. We found that many people were leaving our site after just a few seconds, which told us that we needed to improve the user experience on our site.
We also saw that people were not engaging with our product recommendations, so we made some changes to those recommendations and saw a significant increase in engagement.
The In-App display
With the help of the in-app display tool, you may alter how each user experiences your app. It can be used to quickly customize the user experience.
What this is
With the help of the in-app display tool, you may alter how each user experiences your app. By focusing on particular user groups and sending tailored messages in response, you may utilize it to personalize the user experience. Additionally, the app’s appearance and feel can be adjusted for various consumer groups.
Why this matters
The In-App display is a crucial feature for businesses that want to create personalized website experiences for their customers. By targeting specific user segments and sending personalized messages, businesses can increase conversion rates, reduce bounce rates, and improve Engagement.
Our experience
We used the In-App display to target specific user segments and send them personalized messages accordingly. We found it to be an effective way to increase conversion rates and reduce bounce rates.
However, we did encounter some difficulty when trying to change the look and vibe of the app for different customer segments. But thanks to Insider’s excellent support team, we were able to resolve the issue quickly and easily.
The Web Suite
What this is
The Web Suite is a set of tools that helps companies create personalized website experiences for their users. It includes features such as web push notifications, banner overlays, and recommendations.
Why this matters
The ability to personalize the website experience for each user is important because it allows companies to cater to the needs of each user. This can lead to improved conversion rates and customer loyalty.
Our experience
We used the Web Suite to create a personalized website experience for our users. We found it to be very user-friendly and easy to use. The only difficulty we had was with the initial integration, but the team at Insider was quick to resolve the issue.
Thanks to the Web Suite, we were able to increase conversion rates and improve customer loyalty.
Pros and cons of Insider
Pros
- The in-depth analysis provides crucial data for understanding what parts of your website or app need improvement.
- The ability to personalize the website experience for each user can lead to increased conversion rates and improved customer loyalty.
- The Web Suite is very user-friendly and easy to use.
- The team at Insider is quick to resolve any issues you may have with the software.
- Insider’s products are reasonably priced.
Cons
- There is a bit of a learning curve when using the software, so it takes some time to get used to it.
- The initial integration can be tricky, but the team at Insider will help you through it.
- Some of Insider’s features are only available on the paid version of the software.
Pricing
We paid $1,200 for Insider. This price is high in the market for a tool that does Customer Data Platforms. They offer a free trial, but you have to get a quote for pricing.
Conclusion
It costs more to be an insider. It does, however, provide many features that the other options do not. For instance, Insider’s online suite and In-App display both serve as differentiators.
Insider ranks #4 on our list because it offers some unique features that other customer data platforms do not have. While it is more expensive than some of the other options, the extra cost may be worth it for businesses that want to create personalized website experiences for their users.
#5: Segment
Utilizing the software application Segment, you may gather, organize, and route customer data. Its ability to mix data from several sources, such as APIs, SQL databases, and Excel spreadsheets, makes it special.
The segment also provides a “Functions” capability that enables you to run code on your data while it is being gathered in order to modify or improve that data before it is sent to its destination.
Top Segment features
Personas
What this is
The Personas feature is a tool that allows you to track and follow a user’s customer journey. This can be used to create audiences and send data to downstream tools like Facebook or Google Ads, or connect to a data warehouse for further analysis.
Why this matters
This feature is important because it allows you to get a view of the customer journey. This can be extremely helpful in understanding where customers are getting stuck and how to improve the overall customer experience.
Our experience
We have found the Personas feature to be very helpful in tracking our users’ customer journeys. We have been able to use this data to create audiences and send them to downstream tools like Facebook or Google Ads. We have also been able to connect to a data warehouse for further analysis.
One difficulty we have had is that the Personas feature is not part of the Connections feature in Segment, so it requires an additional purchase/plan if you want the single view of a customer.
Functions
What this is
Function is a feature that allows you to run code on your data as it’s being collected by Segment in order to manipulate or enhance that data before it’s sent to its destination.
Why this matter
This is useful for companies because it allows them more control over their data, and also means that they can use Segment as a kind of ‘translator’ between different systems – for example, if one system uses a slightly different format for dates than another.
Our experience
We used this feature when we wanted to send some data from our website to our CRM, but the CRM required the date format to be in a specific format that was different from what our website was using.
By using Functions, we were able to manipulate the date data so that it would be in the correct format when it reached the CRM. We didn’t have any difficulty using this feature, and we found it very helpful.
Segment’s Protocols
What this is
Protocols are a feature of Segment that allows you to track events and send data to multiple destinations simultaneously. This is useful for companies who want to track customer behavior across different platforms and devices.
Why this matters
Having the ability to track events in real-time across different platforms provides valuable insights into customer behavior. Additionally, it allows you to take action quickly if there are any issues with your product or service.”
Our experience
We used Segment’s Protocols feature to track user signups on our website. We were able to see how many people signed up, where they came from, and what device they were using. Additionally, we were able to segment our users by location and target them with specific marketing campaigns.
Pros and cons of Segment
Pros
- Easily collect and manage customer data from multiple sources.
- Route data to different destinations using the Protocols feature.
- Use the Functions feature to manipulate or enhance data before it’s sent to its destination.
- The Personas feature allows you to track and follow a user’s customer journey.
- Segment has many integrations out of the box, so it’s easy to set up and use
Cons
- The Personas feature is not part of the Connections feature, so it requires an additional purchase/plan.
- Some plugins are only available for certain programming languages or frameworks.
- Segment is a bit expensive compared to its competitors
Pricing
$120 Per month. This price is high compared to other customer data platforms on the market. Segment does have a free trial available. You will need to get a quote from Segment in order to determine to price for your specific needs.
Conclusion
Segment costs more money. It does, however, provide a special set of capabilities that can make the cost worthwhile for some businesses. For tracking client journeys and comprehending consumer behavior, the Personas feature and the capacity to run code on your data with Functions can be especially beneficial.
Final Words
Businesses of all kinds are increasingly utilizing customer data platforms (CDPs). They assist businesses in better understanding their clients and offering them individualized experiences. Companies can also gather, store, analyze, and use customer data from multiple sources thanks to CDPs.
Using a centralized customer data platform, unleash the potential of customer data. To obtain insight. Strengthen consumer connections, enhance marketing strategies, connect several data sources, and consolidate them in one location. Get the information you require to make more informed decisions.
Utilized data’s power to improve client experiences. With the help of our customer data platforms, you can get an integrated, 36-degree perspective of your consumers, allowing you to gain knowledge, customize interactions, and raise customer satisfaction. Maximize the potential of your client.
