Customer Data Platforms, or CDPs for short, have continued to thrive as being top-notch solutions for taking control of data accessibility as Segment Alternatives.
CDPs collect and consolidate data from multiple sources and transfer that information to various target destinations, such as sale and marketing tools, for instance, to establish a singular complete view of the company’s customer.
When it comes to popular CDPs, Segment is among the most recognized. Segment is a SaaS solution that aids businesses in collecting and leveraging data from digital properties like websites, apps, SaaS tools.
But Segment isn’t the only CDP standing on the block. Here are the best Segment alternatives that are available for you to try in 2022.
Table of Contents
1. Tealium
Tealium is a Segment alternative that puts its focus on marketers over developers and is a CDP solution that aims to please enterprise-sized companies predominantly.
Prior to being categorized as a CDP, Tealium was referred to as “enterprise tag management” and was a direct competitor to Google Tag Manager that is a free service that provides users with the chance to implement marketing tags or snippets of code on their websites for tracking purposes.
Tealium’s flagship product is called Tealium IQ, and it offers more flexibility than its Google counterpart because it is not a native Google service like Google Tag Manager, making it easier to integrate with various platforms.
Along with giving out the general capabilities of a CDP, Tealium is also HIPAA compliant and will sign on business associate agreements (BAAs), which are contracts that outline each party’s individual responsibilities for protected health information.
When it comes to Segment, this same feature isn’t offered, nor is it the case with mParticle. Tealium focuses on privacy and security, which is an obvious reason why many healthcare and financial services companies are attracted to using Tealium.
2. SimonData
SimonData is an email service platform that happens to be combined within a CDP, with similarities to solutions like Salesforce Marketing Cloud and Marketo.
SimonData connects natively to data warehouses but moves the data out of the warehouse, which can create compliance issues.
Also, SimonData locks users into a simple user/event data model instead of supporting all forms of data inside the warehouse, like purchases, flights, and trips, and doesn’t support notifications competently.
3. mParticle
mParticle is a Segment alternative that differs from it in that Segment is tailored to SMB/mid-sized businesses and mParticle is set up for enterprise-sized businesses.
Also, mParticle doesn’t put itself in the CDP category; they call themselves a “Customer Data Infrastructure” (CDI), focusing on data integration, data governance, and audience management.
mParticle takes care of their enterprise clients with a larger focus on supplying support, even giving them each a dedicated customer success rep on the first day of service.
Another big difference between Segment and mParticle is that mParticle offers stronger capabilities for mobile event tracking and data integration, while Segment basically only focuses on web tracking.
4. Lytics
Lytics is a Segment alternative that empowers marketers more so than developers and engineers. For this reason, the time it takes to implement Lytics tends to be quite a bit longer than Segment, Tealium, or even mParticle.
But in spite of that fact, Lytics is still an extremely intuitive UI that is streamlined and user-friendly, with more predictive machine learning capabilities in comparison to other platforms.
5. Amperity
At its core, Amperity is incredibly good at identifying and predicting customer behaviors, with its core users being large retail or traditional brick-and-mortar businesses with extremely disparate data sources.
Amperity is a CDP platform that is highly specialized in identity resolution. Similar to most CDPs, Amperity has some marketing activation capabilities, but they are limited.
6. ActionIQ
ActionIQ helps companies complete a total digital transformation while differing from other CDPs because it leverages a database and also adds a CDP as a layer on top.
With ActionIQ, companies unify disparate data sources into their own distinctive ActionIQ database to leverage this information through a conventional CDP. This is an option that makes sense for businesses that have already put a sizable investment into a very specific technology stack and just want extra tools and data access.
Being that ActionIQ is geared for professional services, getting data into its platform can take advanced knowledge, and ActionIQ’s data model is focused solely on contacts and fields.
Now that you have a more clear idea of which Segment alternatives are currently available in 2022, which direction will you be going in to collect and leverage your data?
