Nov 10, 2023
Nov 10, 2023
Customer data platforms (CDPs) let brands unify their customer data from various sources into a single database and get a clear view of their customers’ journeys. These capabilities are important for most online businesses but especially for enterprises that use a plethora of solutions to store and analyze customer data.
However, not all CDPs are created equal.
As we explained in our guide to the 7 best CDPs, we can differentiate between Actionable (or Campaign) CDPs and Data CDPs based on their native activation channels, personalization capabilities, and advanced technical features.
Enterprise CDPs are also very different from CDPs built mainly for smaller businesses. Their differences span across a wide range of key areas, like customer support, data retention, security, scalability, and more.
In this guide, you’ll learn about the essential enterprise CDP capabilities and how they cater to large businesses. We’ll also cover the five best enterprise CDPs, including:
We’ll also discuss each CDP’s category and use cases, so you get a better understanding of whether they’re a right fit for your business.
Insider’s Actionable CDP helps you bring all your customer data from online and offline sources into one place and create connected customer experiences that drive conversions, revenue, and retention. Request a demo or see how it works for yourself.
The essential capabilities of enterprise CDPs
5 Best enterprise CDPs to consider (by category)
Insider
Treasure Data
Tealium
Segment
Unify your data and personalize all customer touchpoints with Insider
Like all other CDPs, enterprise CDPs can aggregate data from various sources, create 360-degree customer views via omnichannel identity resolution, and build detailed customer segments.
However, they’re also quite different from regular CDPs because they’re built to resolve pain points that larger businesses experience. Here are seven key CDP capabilities that are vital to enterprise organizations:
In this section, we’ll look at the 5 top CDP vendors for enterprise businesses — Insider, Bloomreach, Treasure Data, Tealium, and Segment.
The first two are Campaign (or Actionable) CDPs. They’re a better fit for marketing teams looking to aggregate their data and activate it across channels like on-site, email, push notifications, SMS, and WhatsApp without needing third-party tools. This makes them a great choice if you’re looking to unify your marketing stack, overcome data silos, and personalize all customer touchpoints.
The final three are Data and Analytics CDPs. They’re more suitable for technical teams (e.g., developers or data scientists) and use cases, like data governance, standardization, cleansing, and complex visualizations. They mostly rely on passing their data to downstream platforms for activation after it’s been aggregated and segmented.
Type: Campaign (Actionable) CDP.
Insider brings together the most extensive set of personalization capabilities for websites and mobile apps, as well as for channels like email, SMS, WhatsApp, push notifications, and more.
Our Actionable CDP is ranked as the best CDP for enterprises by customers on G2:
1200+ enterprise brands in industries like fashion (Adidas), finance (Allianz), media (CNN), automotive (Lexus), cosmetics (AVON), telco (Vodafone), and more use Insider to:
In the next section, you’ll learn exactly how Insider helps enterprise teams unify their data and use it to create personalized customer experiences.
As an enterprise-grade solution provider, Insider has over 1000 employees in 26 offices across six continents.
This enables us to consistently deliver fast, high-quality support to customers all across the globe, without relying on third-party agencies or system integrators.
Our expert support team can:
Thanks to our focus on high-quality service, customers consistently rank Insider as the best CDP in terms of ease of setup, ease of use, quality of support, and time to value.
Our vast template library is another reason why Insider customers see a return on their investment very quickly. These fully customizable templates cover all sorts of channels and use cases, like:
Our templates have enabled many customers to quickly launch campaigns and boost key metrics like conversion rates and revenue:
“Insider also offered us extensive support for various campaign types, including promotional, triggered, and transactional campaigns, and provided us with a range of templates that align with our specific campaign objectives. Among these templates, we particularly favor the CTA template and conversational template, as they enable us to deliver a more engaging and interactive onsite experience to our target audience. The result of this was a 15% boost in conversion rates.
Insider’s Campaign CDP can aggregate data from any online or offline source, including:
You can find a complete list of our 100+ integrations in our website’s Integration Hub
Our solution can also ingest all types of relevant information including:
This allows our platform to create accurate, 360-degree profiles of all your customers.
For example, the screenshot below shows such a profile. As you can see, the profile contains essential insights for data-driven marketers, like the customer’s name, contact information, channel reachability, purchase history, and even predicted behaviors.
By default, Insider stores this unified customer data for five years.
As an added bonus, Insider’s CDP creates unified profiles for anonymous visitors. This enables you to personalize their website experience in real-time and send them relevant web push notifications, resulting in higher conversion rates and lower acquisition costs.
Insider also offers tons of audience segmentation options. For example, our platform creates predefined audiences of people who abandoned their carts, abandoned a product page, interacted with your brand on a specific channel, and more shown below.
You can narrow down your segments by specifying users’ devices, operating systems (or specific versions), locations, demographics, and lots of other characteristics. Lastly, our AI-powered predictive audiences enable you to put the finishing touches on your segments by targeting customers based on their:
In short, Insider’s CDP can power your marketing campaigns with reliable customer data, while its segmentation capabilities help you easily home in on the right audiences.
Traditional Data and Analytics CDPs are all about data unification, identity resolution, segmentation, and governance.
Despite being very useful for different teams, these CDPs are limited in the sense that they don’t have built-in activation channels. That’s why they have to pass their data to downstream systems like email marketing platforms, push notification software, and personalization tools for activation. This process works but at the price of creating new data silos and adding complexity to marketing workflows.
Insider’s broad channel support, advanced personalization features, and customer journey builder help you avoid that issue.
After your data is unified in Insider’s CDP, you can immediately start activating it across your website or mobile app. Our platform lets you personalize every element of your site or app — including content, messaging, and product recommendations — based on each customer’s behaviors and preferences.
For example, you can easily start delivering personalized product recommendations on:
You can choose between a wide variety of recommendations, which can be organized into two broad categories:
These tactics can help you boost conversion rates, which is crucial for making the most out of your marketing budget. For example, Dover Saddlery used Insider’s personalization suite to increase conversion rates by 5%, drive $2 million in incremental revenue, and achieve a 29x ROI.
Thanks to Insider’s broad channel support, you can also scale your personalization efforts and drive customer engagement across all touchpoints, including:
Finally, you can also use Architect — our cross-channel journey builder and marketing automation solution — to bring all these touchpoints together into a consistent customer journey.
Architect lets you build, automate, and personalize cross-channel campaigns using a simple drag-and-drop editor and plenty of proven journey templates.
Plus, Insider’s AI algorithms ensure that each journey message is:
For a real-life example of Insider’s cross-channel personalization capabilities, check out our case study with Slazenger. They used Architect to:
This helped them generate a 700% increase in customer acquisition and a 49x ROI after just eight weeks of using Insider.
For more details on how Insider can help you unify customer data, segment your audiences, and drive revenue, book a live demo with our team.
Type: Campaign (Actionable) CDP.
Bloomreach is an eCommerce personalization platform. It offers a Customer Data Engine that can ingest data from sources like other CDPs, CRMs, data lakes, data warehouses, and more. Bloomreach also natively supports activation channels like email, push notifications, and SMS and offers headless CMS capabilities for building landing pages, managing content, and integrating with eCommerce platforms.
Learn more: 11 Top Bloomreach competitors and alternatives (by category).
Type: Data and Analytics CDP.
Treasure Data is a Customer Data Cloud that unifies data and ensures compliance and security. As an enterprise solution, Treasure Data’s CDP is versatile and can be useful for marketing, sales, customer support, and technical teams. It’s also a pure CDP in the sense that it supports technical use cases like data hygiene and advanced analytics but doesn’t have built-in activation channels (instead, it relies on integrations with Campaign CDPs or channel-specific solutions).
Type: Data and Analytics CDP.
Tealium is a platform that combines a few key products:
Type: Data and Analytics CDP.
Segment is a pioneer in the CDP world as it popularized the category as a whole. Although the company was acquired by Twilio in 2020, Segment still exists as a standalone product. As a classic CDP, Segment supports plenty of technical data management features and use cases, like cleaning, transforming, and loading customer data, customizing data pipelines, reverse ETL, and more. Segment is also among the few enterprise customer data platforms that has pricing plans for small businesses.
Insider is a perfect enterprise CDP and marketing platform if you’re looking to:
Thanks to our platform’s versatility, Insider is highly ranked by G2, IDC, and Gartner across a plethora of categories (besides CDP), such as:
Lastly, Insider is a great choice for marketers looking to tap into the full potential of AI. Our suite of AI tools and features (called Sirius AI) can build segments, craft and optimize customer journeys, write subject lines and body copy, engage in two-way conversations across WhatsApp and chatbots, and much more.
Click here to book a demo with our team and learn how Insider can help you reach your business goals.
Written by
Katie Morley
Katie is an award-winning content marketer with over eight years of experience in content strategy, development, and copywriting. As Global Content Director at Insider, she currently oversees content strategy across 26 regions. Fun fact: Katie read 64 books last year (for which she owes a long commute and two week-long holidays where she spent approximately six hours a day with her nose in a book).