Best 7 Marketing Data Platforms in 2023

What is a marketing data platform? 

A marketing data platform is a marketing technology that connects all available company’s customer and prospect data sourced from different software, channels, and media. 

This data can come from CRM (Customer Relationship Management) or eCommerce platforms, email marketing software, mobile marketing apps, web analytics, CMS (Content Management Systems), etc.

By assembling all this data, marketers and businesses can easily summarize the insights, and find who their audience is and how they are interacting with the company’s services or products.  

A marketing data platform can create unified customer profiles so you can take real-time actions to help the customer throughout their customer journey. So, for example, if a customer abandons their cart or gives up in the middle of setting up their trial account, you can reach out with personalized messaging and entice them to finish the purchase, trial, etc.  

Company-wise, a marketing data platform can unify the siloed data from different platforms. In situations where raw data exists in data silos that are accessible only to one department in the organization, a CDP removes those barriers and creates a single source of truth that provides all departments with fresh data within their access levels. 

Finally, by segmenting and analyzing available user data, marketing teams are able to tailor their future marketing campaigns based on accurate data analytics.  

Marketing data platform vs. data management platform vs. customer data platform

In addition to the marketing data platform described above, digital marketing also requires a data management platform (DMP) and a customer data platform (CDP). Each of these three has an important function and should not be mistaken for one another. 

• Data management platform — Allows businesses to collect real-time cookie data from different touchpoints and gain true visibility into impressions from the audiences to provide personalized, relevant experiences. Brands often use a DMP to buy into third-party data or partner with organizations to share second-party data. DMP data can be used to personalize site experience, while the biggest shortcoming is the lack of personally identifiable information (PII).
• Customer data platform — Provides real-time PII-based audience management. By employing insights collected from their website or other media, businesses can create audiences based on real visitors and use them for personalized offers and experiences. CDPs allow marketing teams to define customer segments, track customer engagement across channels, and take a glimpse into customer behavior and trends. 

Top 7 Marketing Data Platforms 

Now, let’s take a look at how popular data marketing platforms stack against each other. 

1. Whatagraph

Whatagraph is a marketing data platform for connecting, visualizing, and sharing data. Users can pull data from over 40 sources and create in-depth interactive reports and dashboards. Businesses that need to consolidate customer insights from multiple data points can use Whatagraph to easily move data from popular marketing platforms to Google BigQuery for advanced analytics and deeper insights from historical data.

Best known for: Automated marketing visualization 

Pros: 

• Simple drag-and-drop interface
• No-code user ecosystem 
• Data transfers to a fully managed data warehouse
• Stunning visualization templates
• Automated report sharing
• Stellar customer support

Cons:

• Yearly fixed pricing
• Google BigQuery is the only data warehousing option currently available
• No integration for data lakes 

Pricing: Four pricing plans: Professional for five users and 25-50 sources, Premium for ten users and 50-100 sources, and Custom, for 100+ sources and unlimited number of users. Data transfers to BigQuery available for a flexible fee either as an add-on or standalone service. 

2. Adverity 

Adverity positions itself as a platform to empower next-generation marketers. It features an integrated data platform for connecting, managing, and using data at different scales. Adverity allows businesses to blend disparate data sources, such as sales, finance, marketing, and advertising platforms, to create business intelligence.

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With automated connectivity to hundreds of data sources, Adverity is a serious choice for scaling and automating your data operations. 

Best known for: Marketing analytics, multi-channel tracking

Pros: 

• Great customer support
• Configuration mapping suitable for non-tech teams 
• Seamless data integration 

Cons:

• UI struggles when adding a lot of metrics
• Support documentation is a stub
• Data extraction takes time

Price: Custom pricing 

3. Klaviyo

Klaviyo is a customer data platform that focuses on two major solutions for businesses: email and SMS. Email marketing and automation is one of Klaviyo’s best-rated services, often described by its clients as simple and easy to use, even for non-technical people. 

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Featuring a flexible, real-time database, Klaviyo helps businesses centralize their first-party data from their entire technology stack. 

Best known for: Marketing automation

Pros: 

• Easy to use
• Great customer service
• Simple to set up

Cons:

• A bit of a learning curve needed
• Landing pages and forms need work
• Not mobile friendly

Price: Custom quote

4. Bloomreach Experience 

Since 2021, Bloomreach Experience has merged with Exponea, a robust CDP platform, and together, the companies have carved one of the world’s best commerce experience cloud solutions. Bloomreach Experience Manager’s headless architecture allows the separation of the content from the presentation layer. This way content editors can create content once and then publish it to websites, mobile apps, social media, etc. Among its highlights, the platform features a powerful data integration that supports different file imports and APIs, enabling easy-to-set nurture campaigns and email marketing. 

Best known for: Customizable workflows

Pros: 

• Easy to set up scenarios
• Clean and pleasing customer experience 
• Powerful analytics tools 

Cons:

• Considerable learning curve
• Needs JavaScript or CSS knowledge to set up
• Not great for surveys

Price: Custom pricing 

5. Ortto 

Previously known as Autopilot, Ortto markets itself as a global marketing company that helps clients collect unified customer information through its formidable CPD and segmented insights into the buyer’s journey. As an all-in-one solution, Ortto is best known for its automated email response, drag-and-drop personalized email builder, and breathtaking templates.   

Best known for: Automatic email responses

Pros: 

• Intuitive interface
• Immediate tracking via live insights
• Smart segments for targeted marketing automation

Cons:

• No mobile app
• Can’t export HTML emails
• ROI analytics needs improvement 

Price: Four pricing plans — Campaign at $29 (2,000 contacts), Pro at $99 (5,000 contacts), Business at $299 (20,000 contacts), and Enterprise at a custom quote.

6. Segment 

Segment is one of the leaders in providing resilient marketing data platforms for clients who want an easy-to-use way to direct their data to different channels. If you’re a small business with less than 1,000 visits per day, you can test Segment for free. However, the price rises considerably if you receive thousands of visits per day. 

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Segment is an ideal choice if you need a client-side software application that can make analytics data available to multiple teams with different use cases. 

Best known for: Customer data platform

Pros: 

• Easy to set up events to track
• Manages data flows
• Great choice of integrations

Cons:

• Missing option to extract events list for offline review
• Unreliable debugging
• Identity graph lacks refinement

Price: Three pricing plans — Free (up to 1,000 visitors), Team starting at $120 (10,000 visitors), and Business at a custom quote. 

7. Insider 

Insider provides one of the best personalization and AI optimization tools. It allows marketers to attribute customer data across channels and customer databases, predict their future behaviors using an AI intent engine, and enable the orchestration of individual experiences. A curiosity: After using the service, IKEA managed to decrease app uninstalls by 50% and increase cart recovery by 11%. 

Best known for: Mobile notifications

Pros: 

• Easy to set up and use
• Great mobile app integration
• Effective conversion suite 

Cons:

• Slow loading times 
• Push notification setup needs work

Price: Custom pricing 

Conclusion 

Each of these marketing data platforms comes with a set of features that have one thing in common — to provide a single view of the company’s marketing data and empower teams to direct their marketing efforts towards personalized experiences that hit the target. 

If you don’t know which one to choose, I recommend you start with Whatagraph.

Whatagraph has everything you need for a smooth data experience. Integrate your marketing metrics from over 40 sources and visualize them using pre-loaded reports and dashboard templates. 

Want to secure your marketing data from unexpected events or run an in-depth analysis?

With Whatagraph, you can move your marketing data to a cloud-based data warehouse in only four steps. 

Yes, you’ve heard it right. No coding knowledge is needed. Start our free trial and see how easy it gets to set up your data warehouse with Whatagraph.