After several months of beta testing in November 2019 Adobe officially launched its Adobe Real-time Customer Data Platform product. 

Rather than creating a new product they leveraged their existing Adobe Experience platform which is  part of their Adobe Experience Cloud suite which includes various marketing offerings such as analytics and advertising customer data. Adobe’s CDP product combines customer data in real time from various sources into one place for marketers to easily access and use. 

They also have  built-in AI tools specifically tailored for marketing teams as well as dashboards for easier visualization of analytics. In addition they have built-in features to help with compliance as it relates to handling customer data and privacy. 

In 2018 they launched Oracle CX Unity. It’s described as an “Intelligence Platform for Real Time Customer experience” meaning it combines data from a variety of sources such as offline, online as well as 3rd party data sources for both B2B and B2C customers.This is a part of their Oracle Customer Experience Cloud product suite.

It enables the deeper understanding of the customers who purchase the most, their response to the different branding and what else they are most likely to want to purchase. These insights are possible due to employing a variety of machine learning tools to gather and integrate all this data onto one platform.

They also provide digital assistants for a variety of users such as sales, marketing and customer services. Industries such as financial services, some public sectors and various media are using Oracle to compile their data. 

It’s not entirely surprising to see Salesforce enter this space especially because they are the CRM industry leader. In the Fall of  2019 launched Customer 360.According to Martin Kihn a Selesforce Marketing VP stated that the company discovered:

“that the average customer uses 15 significant sources of data to build a much more comprehensive picture of their customer.”

They begin with a comprehensive understanding of the customer’s identity in as much detail as possible including the marketing channels they used.Once this is established then it’s time to build their profile within the CDP.

For Salesforce security is a high priority as they have a keen awareness of the disastrous effects of a data breach so they have taken this into account when building a CDP. 

In February 2020 the acquisition of Evergage (a CDP company) strengthened their position in the market as a CDP vendor.

Founded in 2014, Blueshift is headquartered in San Francisco,CA but also has offices in Charlotte, NC, London, UK and Pune, India.

Their AI-centric platform is ideal for marketing across all channels. By using AI, Blueshift customers are able to increase the speeds at which marketing campaigns are created and executed which ultimately leads to a higher degree of a personalized customer experience. 

Medium to large companies who use Blueshift describe how using their Customer Data Activation Platform (CDAP) has enabled them to bring a clear message that is timely and relevant to the customer. It has also helped companies with meeting some very aggressive targets with some reporting a 700% increase in ROI.

They have helped over 2500 clients and to date have processed billions of data points including personalizing on a monthly basis over 10 billion customer interactions. 

Their omnichannel marketing offerings are ideal for the following industries: Retail, ecommerce and travel.

If you’re an online retailer and in ecommerce then Exponea is the industry leader for a CDP. They were founded in 2015, and headquartered in London, UK. Businesses are able to seamlessly create, segment, execute marketing campaigns and use their robust options for custom analytics and reporting all on one platform.

Their Customer Data and Experience Platform (CDXP) was recently ranked #1 by G2 Crowd. They pride themselves on being hands on and working very closely with their customers to ensure success. Exponea customers are given the tools to have deeper insights into their own customers in order to create programs that ultimately lead to greater numbers of customer retention.

With over two decades in the marketing space, Listrak was founded in 1999 and has its headquarters in Lititz, PA and an additional office in Newport Beach, CA.

They are passionate about helping their customers exceed their marketing goals. Over 1,000 customers have also experienced the benefits of using Listrak’s automation of loyalty programs, product alerts and abandonment campaigns. They also leverage historical customer data and integrate into existing campaigns to enhance the customer experience.

They were founded in 1996 and are headquartered in Fort Lauderdale, FL.

OneCount is unique because their CDP offering also combines DMP (Data Management Platform) capabilities.  Another differentiating factor is their ability to account for and capture all website visitors which results in better segmentation. Within a few short months, customers have reported a 40%+ increase of identifying users as a result of implementing Onecount. This ultimately translates to greater revenue which is one of Onecount’s main goals for customers who use their system.

They are the CDP choice for many media companies who utilize the various custom dashboard tools for easier tracking of marketing campaigns. This allows easier visibility and accountability to all teams as well as potential advertisers. Understanding every aspect of the customer journey is key in creating highly personalized programs. Onecount also provides robust tools to understand and track the customer journey.

Founded in 2009, Optimove is headquartered in Tel Aviv-Yafo, Israel but also has offices in New York, NY and London, UK. 

Over 500 brands credit Optimove with providing them with an approach which employs a high EQ as a key component necessary in fully understanding the customer. This is important because having deeper insights into the customer means the ability to create more effective marketing programs. In addition, Optimove prioritizes using automation as part of their “Science-first” philosophy to deliver messages and campaigns through the right channel, at the right time, to the ideal customer.

The stats are impressive. Tens of thousands of companies have used Pimcore. They have international impact with customers in over 50+ countries using their platform. In 2018 Gartner even named them the “Cool Vendor”.

Founded in 2012 and headquartered in San Francisco, CA, Segment has multiple locations throughout the world.

More than 20,000 organizations have chosen to use Segment because they have many options and choices with access to over 300 different marketing and data analytics tools to manage their marketing campaigns. With a very strong customer focus as a driving force, their platform enables users to build a robust unified customer view by gathering data from all sources and channels. Segment users also have the option to create and execute campaigns in real time.

Founded in 2008, Tealium is headquartered in San Diego. They distinguish themselves with a unique approach of helping their customers to provide the “Single of Source of Truth” to their customers. This is a universal approach to compiling customer data from many sources including offline, mobile, web and even data from Internet of Things devices. It allows Tealium users to deliver the best solutions across multiple channels and multiple devices in real-time.

Data privacy and security is so important that they offer their customers the Tealium Private Cloud which enables users to remain compliant with various regulatory requirements such as HIPPA. Customers can have peace of mind knowing that their data is stored without any data sources being shared.