Best customer data platforms in 2025

Customer data platforms, or CDPs, are crucial in today’s data-driven marketing and business landscape. They centralize the information about your customers from multiple sources into one place. But that’s not all. CDPs also enrich the data, clean it up, and update it in real time.

In this article, I’ve collaborated with the Cybernews research team to review and compare the best customer data platforms available in 2025. I've also explored their features, benefits, and how they stand out in the industry. You’ll also learn more about CDPs, their types, and how to choose the right platform.

Best customer data management platforms – shortlist

1. Pipedrive – overall best customer data platform
2. HoneyBook – top CDP for automation
3. Capsule – best solution for small businesses
4. Oracle Netsuite – AI-powered enterprise customer data platform
5. Insider – best CDP software for customer segmentation

The best customer data platforms compared

If you want to make a decision without spending a lot of time and going through each customer data platform separately, I’ve got your back. Below, you’ll see a comparison table of the best customer data platforms that summarizes their key features.

Customer data platform	Best for	Standout feature	Pricing
Pipedrive	Managing sales pipeline	Sales automation	$24/month
HoneyBook	Everyone who wants to grow	HoneyBook AI	$19/month
Capsule	Small businesses	Contact management	$21/month
Oracle Netsuite	Various businesses	Supply chain management	On request
Insider	Optimizing customer acquisitions	Predicting behavior	On request
Mixpanel	Acquiring and growing users	Session replay	$24/month
Bloomreach	AI-powered eCommerce personalization	Customer segmentation	On request
Hubspot	Businesses that want to grow	AI-powered data quality automation	$100/month
Adobe	Creating high-value audience segments	Profile enrichment	On request
Crayon	Making informed and timely decisions	Cost management	On request
Segment	Scaling your business	Audience segmentation	$120/month

11 best customer data platforms – our detailed list

Making the right choice can be tough, especially with so many CDP tools on the market. However, I reviewed a bunch of customer data platforms and their features to help you pick the right one. So, let’s have a look at my detailed list of customer data platforms.

1. Pipedrive – the best customer data platform for 2025

Best for:	Salespeople who want to manage their pipeline
Free trial:	Yes
Starting price:	From $24 per seat/month
Top features:	Customization, sales automation, leads optimization

Visit Pipedrive

Pipedrive was developed in 2010 by salespeople who were looking for a great CDP tool. Its primary purpose is to help small businesses grow. But what makes Pipedrive stand out is its sales automation. As a result, it’s great for salespeople who want to streamline the entire sales process. Nowadays, numerous industries can take advantage of Pipedrive’s key features.

Speaking of this, you’ll enjoy many perks. First, Pipedrive’s customization lets you adjust your pipelines to your sales process and move deals along as they progress. You can even customize your CRM to your business with custom fields.

On top of this, Pipedrive’s AI helps you automate your entire sales cycle. More precisely, you can set up workflow automations for your team or select from some of the ready-made templates.

Currently, Pipedrive starts at $24 per seat/month. But you can choose from a total of five pricing plans, each offering incredible features. There’s even a 14-day free trial that doesn’t require a credit card. Therefore, you can test this CDP and make a decision.

2. HoneyBook – best for streamlining payment processes

Best for:	Marketing, entrepreneur, business, and event providers who want to grow
Free trial:	Yes
Starting price:	From $19/month
Top features:	Automation, online proposals, HoneyBook AI

Visit Honeybook

HoneyBook was founded in 2013, and since then, it’s made it easier to run an independent business. Thanks to its numerous features, HoneyBook is perfect for those looking for growth, especially marketers and entrepreneurs. Among so many features, the online contracts feature is definitely worth mentioning.

Online contract management streamlines the process significantly. By utilizing templates and smart fields, creating contracts becomes faster and more efficient. Additionally, the ability to send and sign contracts via mobile devices enhances flexibility for both you and your clients.

What’s more, you shouldn’t forget that HoneyBook comes with an AI-powered assistant that helps you run your business more efficiently. That said, you can prepare for meetings, reply faster to emails, and automatically take notes.

If you want to try HoneyBook, you can get it for as low as $19/month. There are three pricing plans, but you can also benefit from the 7-day free trial. But even if you go all-in, you can get a refund due to HoneyBook’s 60-day money-back guarantee.

3. Capsule – best for building strong customer relationships

Best for:	Small businesses
Free trial:	Yes
Starting price:	From $21 per seat/month
Top features:	Contact management, sales pipeline, sales analytics

Visit Capsule

Since 2009, Capsule has been simplifying CRM. Today, it helps businesses stay organized, learn more about their customers, build strong relationships, and maximize sales opportunities while minimizing user input. One of the best things about Capsule is its sales pipeline.

Capsule’s sales pipeline summarizes all sales opportunities, including potential values, where they are in the pipeline, and what you should do next. You can also customize your sales cycle, obtaining a more accurate picture of your sales process. As a result, you can make a better sales forecast and close more deals.

In addition, every client interaction is available in a single view at Capsule. Therefore, you and your team can understand client status, plan engagements, and deliver top customer experiences without any issues.

Capsule currently offers four pricing plans. The initial one costs $21 per seat/month, but there’s also a 14-day free trial without a credit card.

4. Oracle Netsuite – best for reducing operational costs

Best for:	Wide range of businesses
Free trial:	No
Starting price:	On request
Top features:	Supply chain management, sales force automation

Visit Oracle Netsuite

Oracle purchased Netsuite in 2016, but both companies have much longer experience. This customer data platform is currently suitable for a wide range of businesses looking for sales force automation.

Netsuite’s supply chain management solution streamlines operations by integrating procurement, inventory, and production planning in one tool. The AI-powered solution allows you to forecast and optimize production, ensuring a smooth flow of goods from sourcing to delivery.

Aside from this, Oracle Netsuite’s CRM reveals everything you need to know about your customers. This 360-degree view helps your team understand customer needs better, personalize their approach, and close more deals.

Unfortunately, this CDP doesn’t transparently show its pricing. In fact, you need to contact them to receive a deal. Also, there’s no free trial or free plan.

5. Insider – best for personalizing experiences

Best for:	Businesses who want to optimize customer acquisition
Free trial:	No
Starting price:	On request
Top features:	Audience segmentation, predicting behavior, personalization

Visit Insider

Insider is another reliable CDP solutions tool on my list. Its main goal is to simplify marketers’ work by helping them connect their data, understand how their users think, and predict what they’ll do next with the help of AI. However, what makes it stand out from its competitors is its audience segmentation.

Thanks to Insider’s audience segmentation, you can easily personalize customer experiences. Basically, you can identify, define, and target your audience with 120+ attributes, including traits, behaviors, and preferences.

Another feature is the behavior prediction. More precisely, the predictive marketing engine analyzes each customer’s historical data and real-time actions to help you predict their future intent and actions.

When it comes to pricing, I couldn’t find any free trial or free plans. But you’ll also have to request the pricing, as it’s not available on the official website.

6. Mixpanel – best for analyzing in-app product engagement

Best for:	Acquiring and growing users
Free trial:	No
Starting price:	$24/month
Top features:	Session Replay, self-serve data

Visit Mixpanel

Mixpanel has been operating for more than a decade. Since it was launched in 2009, it started advancing. That’s why you can now use it for any business if your goal is to acquire and grow users. Mixpanel’s standout point is its Session Replay.

The Mixpanel Session Replay feature lets you analyze trends in your consumers’ data. In other words, you can watch replays of individual users, which helps you make informed decisions with a high level of visibility.

One other thing I’d like to point out is that Mixpanel comes with an intuitive dashboard, allowing you to access data instantly. The CDP doesn’t require any SQL or analytics background.

Mixpanel shows its concern for growth with its pricing as well. You can pick between two premium plans. The entry-level one costs $24/month. While there’s no free trial, you can enjoy a one-year free version, but only if you fulfill Mixpanel’s criteria.

7. Bloomreach – best for tailored e-commerce experience

Best for:	AI-powered eCommerce personalization
Free trial:	No
Starting price:	On request
Top features:	Customer segmentation, AI integration, behavioral analytics

Visit Bloomreach

For those in the e-commerce field, Bloomreach may be one of the most suitable customer data platform companies. With more than a decade of experience, Bloomreach unifies real-time customer and product data so you can understand what your consumers want. One thing I really liked is the customer segmentation.

Bloomreach allows you to create customized attributes by combining existing customer properties. As a result, you’ll end up with a highly refined audience segmentation. These dynamic segments are constantly updated, ensuring real-time insights and delivering personalized messages across all marketing channels with precision and efficiency.

Loomi AI is another key feature that makes Bloomreach unique. It powers various marketing campaigns, merchandising, site search, and content, so you’ll be more efficient and effective than ever.

One minor drawback is that you can’t try out this CDP for free due to the lack of a free trial. But if you’re interested in the prices, just contact them, and that’s it.

8. Hubspot – best for growing your business

Best for:	Businesses who want to grow
Free trial:	Yes
Starting price:	From $100 per seat/month
Top features:	Analytics, AI-powered data quality automation

Visit Hubspot Chatbot

Hubspot is one of the most popular software applications that connects your data, teams, and customers to one AI-powered customer platform. With this in mind, Hubspot is perfect for those who want to grow. You’ll also receive AI-powered data quality automation.

More precisely, AI-powered data quality automation is one of the best features of Hubspot. This feature is available in the operations hub, which utilizes AI to help you activate and manage your data.

Also, you can take advantage of its AI-powered marketing software that generates leads and automates marketing. As a result, you can focus on other tasks.

One not-so-good thing about Hubspot is its pricing structure. Even though there are free tools and a free trial, you need to purchase any hub separately. Therefore, you may end up paying as much as $100 per seat/month.

9. Adobe – best for B2B and B2C marketing

Best for:	Creating high-value audience segments
Free trial:	N/A
Starting price:	On request
Top features:	Profile enrichment, segment match

Visit Adobe

If you’re into B2B or B2C marketing, Adobe might be the best customer data platform for you. In fact, this tool is built on the Adobe Experience Platform, allowing you to create high-value audience segments.

Adobe relies on AI algorithms, which enable it to personalize the customer experience as much as possible. As a result, you’ll contribute to customer profile enrichment, offering a personal, authentic, and human touch to your business.

Also, there’s the Adobe Experience Platform Segment Match that allows for two or more platform users to exchange segment data in a secure, governed, and privacy-friendly manner. This helps you manage the identity overlap process.

As for the pricing, you’ll need to get in touch with Adobe’s customer service and ask for the monthly cost you should pay.

10. Crayon – best for making timely data-driven decisions

Best for:	Making informed and timely decisions
Free trial:	No
Starting price:	On request
Top features:	IT cost management, AI solutions

Visit Crayon

Crayon is best for IT companies that look for innovation and want to streamline their workloads. With a decent experience, this CDP mainly specializes in IT cost management. But with its AI solutions, you’ll also be able to make timely decisions.

Crayon offers customized IT cost optimization services, such as software asset management, FinOps, and compliance. Its knowledge of cost management will maximize the value of your IT investments and reduce waste.

Additionally, Crayon delivers tailored AI solutions. As a result, you’ll receive assistance in streamlining operations, enhancing decision-making, and driving innovation. That said, you’ll reduce costs and optimize efficiency in today’s dynamic landscape.

Ultimately, Crayon doesn’t include any free tier or trial. To access the premium packages, you must contact the support team.

11. Segment – best for enriching customer profiles

Best for:	Scaling your business
Free trial:	Yes
Starting price:	From $120/month
Top features:	Customization, audience segmentation

Visit Segment

Twilio acquired Segment back in 2020. Since then, this company has been unstoppable, offering incredible customer data platform solutions for scaling your business. Segment is excellent for various industries and teams who want to advance.

Segment helps businesses segment their audience. Unifying customer data into a single profile lets you quickly understand your customers, identify high-value segments and launch personalized campaigns without relying on technical resources. This unified view also enables real-time audience management across all tools and channels.

Additionally, Segment offers many customization options, such as building custom integrations, enriching and transforming data, and masking sensitive information. However, these processes may require some coding knowledge.

Last but not least, the cheapest Segment offer is $120/month. However, you can also enjoy a free version and a 14-day free trial.

How did we select these customer data platform solutions?

Now that you’re familiar with the best customer data platforms, it’s time to delve into the process of selection. Let me describe the criteria that I used to select these customer data platform tools and provide you with a clearer image of the process:

• Availability: The first thing I was interested in was the availability of the selected customer data platforms. However, this refers to how often the platform can actually handle the requests.
• Reliability: Another vital criterion is reliability. Here, I considered whether the platforms have long-term reputations, whether customers are satisfied, and whether each CDP marketing strategy offers the necessary metrics.
• Cost: Money plays a huge role in the decision-making process. That’s why I made sure that all of the platforms are affordable or, if they’re more costly, provide decent value for the money.
• Use cases: Lastly, I reviewed each CDP’s use cases to ensure that you can easily use the platform regardless of your industry. I’ve picked platforms suitable for a wide range of businesses and industries.

What is a customer data platform?

A customer data platform (CDP) is a type of software application that aggregates customer data from different sources into a unified view.

More precisely, CDPs centralize user information, enabling marketers to segment audiences, collect real-time and up-to-date information, personalize campaigns, conduct in-depth analysis, and orchestrate customer journeys across multiple channels. Nowadays, with AI integration, each of these processes is even easier.

In other words, customer data platforms give you a complete view of your customers’ behavior and their preferences. Compared to it, you may also run into two other terms that may sound similar but have an entirely different meaning: CRM and DMP.

CRM mainly focuses on sales and service interactions. Its end goal is to support sales, while CDPs give you the complete image of how users interact with your platform.

Furthermore, DMPs and CDPs are pretty similar. Still, CDPs focus on first-party identifiable data. In contrast, data management platforms (DMPs) collect third-party data, like cookies and segmented customer IDs, which don’t identify a specific person.

However, based on being aware of your customers and their preferences, CDPs allow you to deliver more relevant, accurate, and timely experiences. As a result, they may contribute to deeper consumer engagement and better business outcomes.

Types of customer data platforms

Aside from the numerous customer data platforms on the market, you’ll also run into different types of CDPs. But don’t worry. I’ve got you covered. Let’s have a look at the types of customer data platforms together:

• Data-First CDPs: The first type of these platforms is the data-first CDPs. More precisely, they focus on collecting and unifying raw customer data. These CDPs also enable marketers to create data selection parameters that can include or extract any data from customer profiles.
• Actionable CDPs: The second type of CDP is actionable. Simply put, actionable customer data platforms emphasize using customer data for personalized marketing and customer engagement.
• Analytics-Driven CDPs: Last but not least are the analytics-driven CDPs. These customer data platform solutions are mainly for data analysis and reporting. As a result, you’ll be able to understand customer patterns and behaviors better.

You should be able to select the right type of CDP based on your needs, such as customer retention, personalization, or advanced analytics.

For example, if you’re primarily concerned about retention, you should consider using data-first CDPs. If you’re oriented toward personalization, actionable CDPs will be the perfect choice. Lastly, analytics-driven CDPs are the most suitable if you’re more into advanced analytics.

What are the benefits of a customer data platform?

As I’ve shared with you so far in this guide, customer data platforms come with a lot of benefits. But let’s sum up everything we’ve discussed so far and see what you’ll enjoy by going for such a marketing tool:

• Data unification: Customer data platforms contribute to data unification. In fact, the main purpose of CDPs is to bring together all customer touchpoints for a 360-degree view. Accessing all the data from a single place will allow you to provide your customers with the best experience.
• Personalization: Thanks to AI utilization and all the advanced analytics systems, such as data analysis, behavior predictions, and history data checks, CDPs contribute to personalization. In other words, they rely on insights to create more personalized customer experiences.
• Improved decision-making: However, data analysis doesn’t only help you come up with a personalized customer experience. Based on all the data analytics, you can make much more informed decisions.
• Enhanced marketing campaigns: Last but not least, marketers mostly use customer data platforms to develop targeted and efficient marketing strategies. Due to the automation, you’ll prepare a tailored campaign without wasting a lot of money or resources.

How to choose the right customer data platform

Before I call it quits, let’s just see how you should choose the right customer data platform. Here are my guidelines that will help you evaluate CDPs based on specific factors:

• Business size: The first factor you should evaluate is the business size. There are some CDPs that specialize in small businesses, while there are others that lack the crucial resources for smaller companies or vice versa. Some CDPs may be too limited for large enterprises.
• Core features needed: You should always look for customer data platforms that offer the necessary tools for data integration, such as in-depth analytics, customization, personalization, and AI assistance.
• Pricing and scalability: Lastly, you must ensure the platform fits within your budget and can scale as your business grows.

Final word on best customer data platforms

Customer data platforms are marketing tools that unify user data from various sources into one place. This significantly simplifies and reduces your workload, which is why you must make the right choice.

Based on my in-depth review and research, Pipedrive was at the top of my list. It comes with customization, sales automation, and AI assistance, among numerous other features. But if this CDP isn’t right for you, I also recommend you check out HoneyBook, Capsule, Oracle Netsuite, and Insider.

Remember to consider your unique business requirements when selecting a CDP. The best platform will provide long-term value and growth.

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