Disclaimer: This blog was created in collaboration with Prismfly. No compensation was exchanged as part of this collaboration.
Customer data platforms (CDPs) promise a lot. In practice, the right CDP comes down to whether it actually unifies your data and makes that data usable, without turning into a long-term engineering project.
In my current role as lifecycle marketing lead at Prismfly, a Platinum Klaviyo Partner, I evaluate CDPs for brands that are scaling. I’m less interested in feature checklists and more focused on how quickly a CDP can help a team move from raw data to real activation. “We see a lot of brands invest in CDPs that technically unify data, but never change how marketing actually operates,” says Ben Zettler, founder of Zettler Digital, a performance marketing and website development agency in the NYC metropolitan area.
“If it takes months of engineering work to answer basic questions or launch a new segment, the platform is slowing you down,” Zettler explains. “The value of a CDP isn’t just how much data it stores, but how quickly that data turns into action.”
First, some context.
The value of a CDP isn't just how much data it stores, but how quickly that data turns into action.
Embedded CDP vs. standalone CDP
One of the biggest decisions brands face early on is whether to adopt a standalone CDP or an embedded CDP. That choice has major implications for speed, complexity, and long-term flexibility.
A standalone CDP sits outside your execution tools. Platforms like Segment, Tealium, or Amperity are designed to collect, normalize, and route customer data across a wide ecosystem. The appeal is flexibility: you can pair a standalone CDP with best-of-breed tools for email, analytics, personalization, and experimentation. If you decide to swap one of those tools later, you keep your central data layer intact.
But that flexibility comes at a cost. Standalone CDPs often require significant upfront implementation, ongoing engineering support, and custom pipelines to turn unified data into something marketers can actually use. In practice, many brands end up with fragmented processes, clean data that’s slow to activate, and a tech stack that grows more complex over time.
An embedded CDP takes a different approach. Instead of acting as a neutral data hub, it’s built directly into the platform where marketing activation happens. Data collection, identity resolution, segmentation, and orchestration all live in the same system.
That tight coupling is the core advantage. Here are a few more benefits of using an embedded CDP:
- They dramatically reduce the distance between insight and action.
- Profiles update in real time.
- Segments immediately influence campaigns and automations.
- Marketers don’t have to wait on engineering teams or move data between tools just to launch a new use case.
Klaviyo’s research with Forrester shows that embedded CDPs consistently deliver faster time to value, lower operational overhead, and higher usability because they’re designed around day-to-day marketing needs, not just data management.
The tradeoff here is that choosing an embedded CDP means committing more to a single vendor. If you later decide to move off that platform, migration could be more painful than swapping out a single channel connected to a standalone CDP.
But it’s also worth acknowledging where the industry is headed. Most brands aren’t trying to assemble ever-larger, more fragmented stacks. They’re trying to simplify. As customer expectations rise and teams are asked to move faster with fewer resources, the appeal of tightly integrated systems is growing. For many B2C brands, especially in ecommerce and DTC, the speed and clarity of an embedded CDP outweigh the theoretical flexibility of a standalone one.
Ultimately, the choice comes down to priorities. If your organization values maximum modularity and has deep technical resources, a standalone CDP might make sense. If your priority is turning customer data into action quickly, without adding another layer of complexity, an embedded CDP is often the more practical path.
And that distinction matters when you start evaluating what a CDP actually needs to do.
5 things to look for in a CDP
When selecting a CDP, here are the criteria that matter most to me and my brands:
1. Data unification, identity resolution, and differentiated capabilities
A CDP must consolidate fragmented data into a single customer profile. Without strong identity resolution, you’re just storing events in different places instead of eliminating silos.
Why identity resolution matters:
- It enables consistent personalization.
- It prevents duplicate or conflicting customer records.
- It creates a reliable foundation for segmentation and analytics.
“Identity resolution is one of the most valuable tools at a marketer’s disposal,” says Ashley Ismailovski, director of email marketing at SmartSites, a digital marketing agency based in the NYC metro area. “Being able to understand a customer’s behavior across channels is essential for delivering consistent and personalized experiences.”
Marketers also need probabilistic matching, auto de-duplication, lifetime profiles, and profile merging. Customizable identity resolution logic (not just as black box) is also non-negotiable.
Identity resolution is one of the most valuable tools at a marketer's disposal.
2. Integration capabilities
A CDP should either be embedded in your CRM or connect cleanly with your marketing automation, analytics, and ecommerce platforms so data flows across your entire tech stack. This is the main reason why an embedded CDP is so powerful.
Why integration capabilities matter:
- They reduce manual syncing and data gaps.
- They keep downstream tools accurate and up to date.
- They prevent teams from building brittle, one-off pipelines.
Here are a few guiding questions for evaluating whether a CDP’s integration capabilities will work for you and your team:
- Does the CDP integrate with our tech stack?
- What level of integration does it offer?
- Is the integration bi-directional or only one way?
- How easy are these integrations to set up?
- Are the integrations merely listings in a catalog that require manual, data pipeline work such as schema/data mapping, or will the tool do much of the work for us?
3. Scalability and performance
As your business grows, your data volume will, too. A CDP should be able to handle large event volumes without slowing down segmentation, queries, or activation.
Why scalability matters:
- It helps prevent performance bottlenecks.
- It supports growth without replatforming.
- It keeps real-time use cases viable.
“Selecting a CDP that can’t scale with your brand can be a costly mistake,” Ismailovski cautions. “Migrating from one CDP to another can be disruptive to your day-to-day business, and means that you might incur duplicative set-up costs.”
Selecting a CDP that can't scale with your brand can be a costly mistake.
4. Data governance and compliance capabilities
Consent management, privacy controls, and auditability are non-negotiable, especially for data privacy laws like the GDPR and CCPA.
Why data governance and compliance capabilities matter:
- They help reduce compliance risk.
- They make consent enforceable across tools.
- They protect long-term data strategy.
5. Usability and activation
Data only creates value when marketers can act on it. The best CDPs make segmentation and activation intuitive and fast.
Why usability matters:
- It reduces dependence on developers.
- It enables faster experimentation.
- It can result in higher ROI.
But it’s also crucial that the CDP you choose aligns with how your business runs. For instance, if you run a restaurant or service-oriented business that books appointments, a CDP that only captures placed orders and abandoned carts isn’t going to help your business.
5 of the best CDPs to consider
Klaviyo Data Platform
Best for: B2C and DTC brands focused on activation
Klaviyo Data Platform (KDP), the customer data platform embedded in Klaviyo B2C CRM, is designed specifically to unify customer data and immediately activate it across owned channels. Instead of acting as a passive data layer, it connects unified profiles directly to segmentation, campaigns, and automation.
“For ecommerce brands, the biggest advantage of KDP is that identity resolution and activation live in the same place,” says Zettler. “When profiles update in real time and immediately influence segmentation, flows, and messaging, teams can respond to customer behavior as it happens.”“That speed,” Zettler says, “is what turns a CDP from a data project into a revenue driver.”
KDP’s greatest strength, in other words, is usability. Marketers can work with real-time profiles and activate insights without relying on developers. That makes KDP highly effective for ecommerce brands that want speed and clarity.
Klaviyo's speed is what turns a CDP from a data project into a revenue driver.
Pros | Cons |
|---|---|
Unified, real-time customer profiles | Not a good fit for brands that require a warehouse-native CDP and enforce a zero-copy data policy (though Klaviyo does support ingesting warehouse data). |
Strong identity resolution for ecommerce data | |
Direct activation across channels without extra tooling |
Salesforce Data Cloud
Best for: large enterprises already deeply invested in Salesforce
Salesforce Data Cloud is most effective when paired with the broader Salesforce ecosystem. Meaning: it really only works well for companies that are all in on using it for everything, which tends to be B2B companies. It offers advanced analytics and personalization capabilities, but unified profiles typically require significant set-up and ongoing technical resources.
This is a strong option for enterprises that already operate inside Salesforce and have dedicated teams to manage complexity. For leaner organizations, the overhead can outweigh the benefits.
Pros | Cons |
|---|---|
Tight integration with Salesforce products | Resource-heavy implementation |
Advanced analytics and enterprise-scale capabilities | Fragmented architecture for B2C use cases |
Higher total cost of ownership |
Tealium
Best for: regulated industries and real-time data governance
Tealium excels at real-time data collection and consent management. It’s often a good fit for organizations with strict compliance requirements and complex data ingestion needs.
The tradeoff is technical complexity. Teams usually need engineering support to configure and maintain pipelines, which can slow activation for marketing teams.
Pros | Cons |
|---|---|
Strong real-time data handling | Technical set-up required |
Robust compliance and consent tooling | Less marketer-friendly for day-to-day activation |
Segment
Best for: companies with diverse, API-driven tech stacks
Segment is a flexible, integration-rich platform that works well as a data routing layer. It’s particularly effective for teams that want centralized control over event collection and distribution.
However, advanced identity resolution and activation typically require additional tooling or custom development, which can increase reliance on engineers.
Pros | Cons |
|---|---|
Extensive integrations | Developer support required for advanced use |
Flexible event routing | Limited native activation |
Amperity
Best for: brands with highly fragmented customer data
Amperity is known for strong identity resolution across messy, offline, and legacy data sources. For organizations struggling to reconcile customer records across systems, it can be extremely powerful.
That power comes with complexity. Smaller teams may find it difficult to fully operationalize without dedicated data resources.
Pros | Cons |
|---|---|
Advanced identity resolution using probabilistic matching | Implementation and maintenance complexity |
Strong unification of fragmented data | Lower accessibility for smaller teams |
Choosing the best CDP for your business: a quick comparison
Platform | Best for | Strengths | Tradeoffs |
|---|---|---|---|
Klaviyo Data Platform | For B2C brands, especially those in ecommerce and DTC | Fast activation and usability | No standalone CDP available |
Salesforce Data Cloud | Salesforce-centric enterprises | Deep ecosystem integration | High complexity and cost |
Tealium | Regulated industries | Real-time data and compliance | Technical overhead |
Segment | API-driven stacks | Flexible integrations | Developer-dependent activation |
Amperity | Fragmented data environments | Advanced identity resolutions | Complex to operationalize |
The best CDP isn’t the one with the most features. It’s the one you actually use.
If your organization has deep technical resources and complex requirements, platforms like Salesforce Data Cloud, Tealium, or Amperity can make sense. If you need flexibility across a custom stack, Segment is often a solid choice.
For B2C brands, especially in ecommerce and DTC, KDP stands out because it closes the gap between data and action. Unified profiles only matter if you can use them in real time. That’s where Klaviyo consistently delivers.
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