Top Ten Marketing Data Platforms

In order to personalise a marketing strategy, a business is required to understand what customers resonate with best.

Without data platforms, this would be an arduous task – analysing every individual consumer’s data would take so long that their engagement interests would have completely redeveloped.

Luckily, there are many marketing data platforms readily available to companies who can automatically connect and route data sets in near real time – saving an enterprise’s time and alleviating stress.

Marketing Chief has ranked the Top Ten Marketing Data Platforms to reveal some of the biggest data platforms globally.

Find out which one takes the top spot for Marketing Chief.

10. RudderStack

Employee Count: 148

Founded: 2019

CEO: Soumyadeb Mitra

RudderStack is an open-source customer data platform (CDP) that helps data teams manage the entire customer data lifecycle. Its key features include event collection, identity resolution and data transformation.

Because it is a warehouse-native CDP,  all data is processed and laid up in platforms such as Snowflake and teams are given full control and transparency over their data.

Its presence as a developer-first alternative means that teams can stream event data from apps and websites directly into the cloud data warehouse or over 200 business destinations.

9. Rokt (mParticle)

Employee Count: 200

Founded: 2013

CEO: Bruce Buchanan

mParticle is a mobile-first CDP that simplifies how businesses collect and connect its user data to hundreds of vendors.

Using a single Application Programming Interface (API), it acts as a central hub for collecting behavioural events, such as page views and custom interactions from multiple apps, websites and servers.

Once the business’ data has been standardised and governed, it is then routed to hundreds of different analytics and marketing tools. mParticle serves several commercial clients such as Burger King, Airbnb and PayPal.

8. Fivetran (Census)

Employee Count: Around 200

Founded: 2018

CEO: George Fraser

Through its user-friendly interfaces and customer centric approach, Census has positioned itself as a specialist in data activation for companies looking to use their data warehouse as a focal point.

It enables organisations to synchronise customer data from their data warehouses with various tools such as Customer Relationship Management (CRM), marketing platforms and customer service systems without the need for complex engineering.

Part of the data movement platform Fivetran, Census is a leading player in the world of CDPs and strongly focuses on data activation via Reverse ETL technology.

7. Hightouch

Employee Count: 380

Founded: 2018

CEO: Tejas Manohar

Hightouch’s design merges AI and data to encourage marketers by transforming their data warehouse into an efficient CDP.

The composable CDP acts as an activation layer on top of a business’ cloud data warehouse. As opposed to copying and storing customer data in a separate vendor database, it reads your existing data directly and syncs it to over 200 marketing, sales and advertising tools. 

Offering such a large range of operational tools allows businesses to receive personalised marketing and real-time campaigns. This has empowered companies such as Spotify, Domino’s and Autotrader to reinvent marketing strategies with Hightouch.

6. Funnel

Employee Count: 400

Founded: 2014

CEO: Fredrik Skantze

Funnel supports over 590 connectors across various platforms such as advertising and social media. It is globally trusted by over 3,000 data driven companies such as Uber, Notion and Samsung.

The intelligence platform is a marketing data hub that automatically collects, cleans and organises data from hundreds of channels into a single, unified dashboard. 

Its key features include governance and accuracy, security and compliance and AI automation and is used by marketing agencies, enterprise teams and data-driven departments worldwide.

5. Supermetrics

Employee Count: 470

Founded: 2013

CEO: Anssi Rusi

Supermetrics is a marketing data integration and intelligence platform that operates in 120 countries with companies such as Levi’s, Dyson and Warner Brothers Studios.

The platform automates the collection, consolidation and transfer of marketing metrics. It connects the companies to over 150 sales and advertising platforms – including HubSpot and Meta Ads – then sends that data to reporting destinations such as Google Sheets and Power BI without requiring code.

Supermetrics’ platform is AI-ready, time saving and scalable – it is suitable for both solo marketers and large enterprises.

4. Twilio Segment

Employee Count: approx 510

Founded: 2011, Segment acquired by Twilio in 2020

CEO: Khozema Shipchandler

This CDP was acquired by Twilio in 2020. It allows businesses to collect, clean, unify and route customer data from websites, apps and servers to hundreds of marketing and analytics tools using a single piece of tracking code.

Twilio Segment combines the collection and unification of data with integration, real-time processing and privacy to optimise a business’ marketing efficiency. The data is used to create personalised customer experiences, improve marketing campaigns and drive business decisions.

3. Tealium

Employee Count: 523

Founded:  2008

CEO: Jeff Lunsford

Tealium AudienceStream is the leading independent CDP that allows organisations to create an integrated view of their customers across channels.

The platform is able to meet the demands of large scale companies and connects customer data from various sources such as the web, mobile applications, servers and kiosks.

It uses a data-first approach and orchestrates data to fuel actions and analysis across the entire digital marketing segment. 

2. Adobe (Real-Time CDP)

Employee Count:31,360

Founded: 1982

CEO: Shantanu Narayen

Adobe Real-Time CDP leverages its AI-Powered insights to consolidate customer data from multiple sources and create comprehensive customer profiles.

The enterprise application is built on the Adobe Experience Platform and unifies known and anonymous customer data into dynamic profiles. It covers usage for Business to Consumer (B2C), Business to Business (B2B) and Business to Person (B2P) marketing.

Marketers can then use these unified profiles to instantly deliver personalised experiences across all channels instantly without relying on third party cookies.

1. Salesforce (Data 360)

Employee Count: 83,000

Founded: 1999

CEO: Marc Beniof

Data 360 is an activation engine created by Salesforce to activate trusted data globally. The real-time data engine and CDP integrates fragmented information across a business (such as websites, legacy systems and data lakes) into a comprehensive “Customer 360” profile. 

With over 200 pre-built connectors, Salesforce Data 360 combines this feature with zero-copy integration. The platform then has the capability to directly connect to live data in platforms like Snowflake and Databricks.

Data 360 is capable of matching the rapid development in data technology and allows business leaders worldwide to maximise the full potential and use of their data.