Index › GTM data and infrastructure › CDP › Enterprise › September 2026 Edition

Customer data platforms for enterprise buyers

Asked as “customer data platform”, and as “CDP”, on behalf of an enterprise B2B company. 46 first choices recorded across the direct, paraphrase, budget and scale prompts, twelve models each.

Standing

Salesforce Data Cloud

Clear leader

41% of first choices, clear leader.

By buyer segment

The same question asked on behalf of a different buyer. Each standing is computed within its segment; they sit side by side and are never added together.

Small business

Segment39%ContestedStanding →Mid-market

Segment48%Clear leaderStanding →Enterprise

Salesforce Data Cloud41%Clear leaderThis page

01The standing

Share is the count of first choices across the direct, paraphrase, budget and scale prompts, over all twelve models, for an enterprise B2B company. Ordered by share.

ProductFirst-choice shareNegative rateLabelsQuadrant

Salesforce Data Cloud16%51endorsed leader

Treasure Data8%38accepted challenger

Tealium10%40accepted challenger

Hightouch7%28accepted challenger

Adobe Real-Time CDP22%45accepted challenger

Segment40%43criticized challenger

ActionIQ4%25accepted challenger

Show the three products at 0%, ordered by negative rate

mParticle43%21criticized challenger

Amperity21%14accepted challenger

RudderStack20%10accepted challenger

Bars are the share of first choices, 0 to 100Every product with at least 10 labels here. Every product name links to its vendor page.

Head to head

Segment vs Hightouch Segment vs RudderStack Hightouch vs RudderStack

Recommended versus criticized

Every product with at least 10 labels here, on both axes. The 30% line names a quadrant, not the verdict above: that one needs more than 40%.

Criticized challengerCriticized default

Negative label rate →

Accepted challengerEndorsed leader

0%First-choice share → · lines at 30% share and 25% negative60%

Key

Salesforce Data Cloud41%

Treasure Data11%

Tealium11%

Hightouch7%

Adobe Real-Time CDP4%

Segment4%

ActionIQ2%

Amperity0%

RudderStack0%

mParticle0%

02What they warned about

Four of twelve models held their first choice under the paraphrase. Claude Haiku 4.5, Gemini 3.5 Flash, Perplexity Sonar, DeepSeek V4 Flash, Llama 4 Maverick, Qwen 3.7 Flash, GLM 4.7 FlashX and MiniMax M2.5 changed. A high negative share on a product with few labels is a warning. A low share on a product with many labels is salience, not sentiment.

Segment

40%

17 of 43 labels negative · 10 of 12 models · 7 hard negative

“Avoid if: Unpredictable traffic or high event volumes without warehouse-native alternatives. Best for dev-led mid-market, not pure enterprise scale.” Grok 4.1 Fast, negative prompt

Adobe Real-Time CDP

22%

10 of 45 labels negative · 7 of 12 models · 1 hard negative

“generally considered the most expensive option on the market and does not offer the flexibility of a warehouse-first architecture” Gemini 3.5 Flash, budget prompt

mParticle

43%

9 of 21 labels negative · 6 of 12 models · 5 hard negative

“Options to Avoid for Your Use Case | mParticle | Per MTU/event volume | Same traffic-dependent unpredictability” Kimi K2, budget prompt

Salesforce Data Cloud

16%

8 of 51 labels negative · 5 of 12 models · 3 hard negative

“uses a highly complex **credit-based consumption model**... leading to unpredictable year-end overage bills” Gemini 3.5 Flash, budget prompt

03What they cite

Citations exist only for the models that return a source list: four of the twelve in this edition, and all six flagship models on the expanded tier.

Sites the answers cite

23 of 72 answers in this category came back with a source list, from 4 of 12 models: citations where the model returns them, or the search results it consulted. 6 of those lists are Google grounding redirects that name no site and are left out of the counts. 209 links across 94 sites, every framing counted. Ranked by the number of answers carrying the site or page. The other 8 models searched through a gateway that returned no source list on this edition.

cdp.com

10 answers · 17 citations · 2 models

improvado.io

vendor site · Improvado8 answers · 9 citations · 2 models

insiderone.com

7 answers · 8 citations · 2 models

coworker.ai

7 answers · 7 citations · 2 models

decentriq.com

vendor site · Decentriq6 answers · 6 citations · 2 models

gartner.com

vendor site · Gartner6 answers · 6 citations · 3 models

albato.com

vendor site · Albato5 answers · 5 citations · 1 model

brevo.com

vendor site · Brevo5 answers · 5 citations · 1 model

costbench.com

5 answers · 5 citations · 2 models

learn.g2.com

5 answers · 5 citations · 2 models

klaviyo.com

vendor site · Klaviyo4 answers · 5 citations · 1 model

cio.economictimes.indiatimes.com

4 answers · 4 citations · 1 model

Pages the answers cite

The ten pages named in the most answers, by full address. A page here is one the models returned with a recommendation, not one the index endorses.

improvado.io/blog/top-7-customer-data-platforms

8 answers · 2 models

cdp.com/basics/cdp-vendors

7 answers · 2 models

coworker.ai/blog/enterprise-customer-data-platforms

7 answers · 2 models

decentriq.com/article/best-cdps

6 answers · 2 models

albato.com/blog/publications/best-customer-data-platform-software

5 answers · 1 model

brevo.com/blog/best-customer-data-platform

5 answers · 1 model

costbench.com/best/enterprise-cdp-platforms

5 answers · 2 models

gartner.com/reviews/market/customer-data-platforms

5 answers · 2 models

learn.g2.com/best-customer-data-platforms

5 answers · 2 models

cio.economictimes.indiatimes.com/tools/best-customer-data-platforms/127611075

4 answers · 1 model

04How they answered

Six framings of the same buying question, each sent to every model in a fresh session with search on. One row per model, so a row shows whether it held its answer under rewording, what it named when cost was the constraint, and what it argued against. Computed from the raw judge labels.

ModelDirect“What is the best customer data platform for an enterprise B2B company?”Paraphrase“Which CDP would you recommend to a large B2B company with thousands of employees?”Comparative“What are the top enterprise-grade customer data platforms and how do they differ?”Budget-constrained“What is the best customer data platform for a large company that needs predictable total cost across thousands of users?”Scale-constrained“We are a 5,000 person company with SSO, SOC 2 and procurement review requirements evaluating a customer data platform. What should we look at?”Negative“Which customer data platforms should a large enterprise avoid or be cautious about?”

Claude Haiku 4.5Salesforce Data Cloud

Five alternatives

ActionIQ, Adobe Real-Time CDP, Hightouch, Planhat, Tealium

no first choiceChangedAdobe Real-Time CDP, Hightouch, Salesforce Data Cloud, Tealium, Treasure Data

Four alternatives

ActionIQ, HCL CDP, Klaviyo, Segment

Treasure Data

Two alternatives

Adobe Real-Time CDP, RudderStack

against: Segmentno first choicenothing named

GPT-5.4 miniSalesforce Data Cloud

Two alternatives

Segment, Tealium

Salesforce Data CloudHeld

Two alternatives

Adobe Real-Time CDP, Tealium

no first choice

Seven alternatives

Adobe Real-Time CDP, BlueConic, Oracle Unity Data Platform, RudderStack, Salesforce Data Cloud, Segment, Tealium

Segment

One alternative

mParticle

no first choicenothing named

Gemini 3.5 FlashSalesforce Data Cloud

Four alternatives

Adobe Real-Time CDP, Hightouch, Segment, Treasure Data

against: 6sense, DemandbaseAdobe Real-Time CDPChanged

Five alternatives

Census, Hightouch, Salesforce Data Cloud, Tealium, Treasure Data

Adobe Real-Time CDP, Salesforce Data Cloud

Four alternatives

Hightouch, Oracle Unity Data Platform, Tealium, Uniphore

Hightouch

Two alternatives

Census, RudderStack

against: Adobe Real-Time CDP, Salesforce Data Cloud, Segmentno first choice

Three alternatives

Census, GrowthLoop, Hightouch

against: Segment, Tealium, mParticleagainst: Adobe Real-Time CDP, Klaviyo, Salesforce Data Cloud, Segment, Tealium, mParticle

Perplexity SonarSalesforce Data Cloud

Five alternatives

ActionIQ, Adobe Real-Time CDP, Segment, Tealium, Treasure Data

against: AmperitySalesforce Data Cloud, TealiumChanged

Three alternatives

Adobe Real-Time CDP, Segment, mParticle

no first choiceMicrosoft Dynamics 365 Customer Insights

One alternative

Salesforce Data Cloud

against: Adobe Real-Time CDP, Segment, Treasure Data, mParticleno first choiceagainst: Adobe Real-Time CDP, Brevo, CleverTap, Hightouch, HubSpot Data Platform, Klaviyo, Klaviyo Data Platform, RudderStack, Salesforce Data Cloud, Segment

Grok 4.1 FastSalesforce Data Cloud

Six alternatives

ActionIQ, Adobe Real-Time CDP, Hightouch, Oracle Unity, Tealium, Treasure Data

Salesforce Data CloudHeld

Three alternatives

Adobe Real-Time CDP, Tealium, Treasure Data

no first choiceMicrosoft Dynamics 365 Customer Insights

Two alternatives

Tealium AudienceStream / Customer Data Hub, Treasure Data

against: Segment, mParticleActionIQ, Tealium

Two alternatives

Adobe Real-Time CDP, Salesforce Data Cloud

against: Adobe Real-Time CDP, Amperity, BlueConic, Redpoint Global, Segment, Tealium, Zeta Global, mParticle

Mistral SmallSalesforce Data Cloud

Three alternatives

ActionIQ, Adobe Real-Time CDP, Treasure Data

Salesforce Data CloudHeld

Three alternatives

Adobe Real-Time CDP, Hightouch, Treasure Data

Salesforce Data Cloud

Six alternatives

Adobe Real-Time CDP, Amperity, Hightouch, Segment, Tealium AudienceStream CDP, Treasure Data

Tealium

Three alternatives

ActionIQ, Microsoft Dynamics 365 Customer Insights, Treasure Data

against: Klaviyo, Segment, mParticleno first choiceagainst: Adobe Real-Time CDP, Oracle Unity, Salesforce Data Cloud

DeepSeek V4 FlashOracle Fusion CDP, Salesforce Data Cloud

Three alternatives

Hightouch, Segment, Treasure Data

Hightouch, Salesforce Data CloudChanged

Two alternatives

Adobe Real-Time CDP B2B Edition, Amperity

against: SegmentSegment

Five alternatives

Adobe Real-Time CDP, Amperity, Salesforce Data Cloud, Tealium, mParticle

Hightouch

Two alternatives

ActionIQ, Tealium

against: Adobe Real-Time CDP, Amperity, Salesforce Data Cloud, Segment, Treasure Datano first choiceagainst: ActionIQ, Adobe Real-Time CDP, BlueConic, Blueshift, Dun & Bradstreet, Leadspace, Lytics, Oracle Unity, Relay42, SAP Customer Data Platform, Salesforce Data Cloud, Segment, Zeotap, mParticle

Llama 4 MaverickSalesforce Data Cloud

Three alternatives

ActionIQ, Adobe Real-Time CDP, Treasure Data

Salesforce Data Cloud, Treasure DataChanged

Two alternatives

BlueConic, Segment

Salesforce Data Cloud

Eight alternatives

Adobe Real-Time CDP, Bloomreach, Customer.io, Dotdigital, Insider, Klaviyo, Planhat, Tealium

Microsoft Dynamics 365 Customer Insights, Ortto, SAP Customer Data Platformno first choicenothing named

Qwen 3.7 FlashSalesforce Data Cloud

Four alternatives

ActionIQ, Adobe Real-Time CDP, Segment, Treasure Data

Adobe Real-Time CDP, Salesforce Real-Time CDPChanged

Two alternatives

Segment, Tealium

no first choiceMicrosoft Dynamics 365 Customer Insights

Two alternatives

ActionIQ, Tealium

no first choiceagainst: Adobe Real-Time CDP, Amplitude, Datorama, GoSquared, Heap, Iterable, Kissmetrics, Mixpanel, Salesforce Marketing Cloud, Segment

Kimi K2Salesforce Data Cloud

Four alternatives

Adobe Real-Time CDP, Segment, Tealium, Treasure Data

Salesforce Data CloudHeld

Four alternatives

Adobe Real-Time CDP, Hightouch, Tealium, Treasure Data

no first choiceMicrosoft Dynamics 365 Customer Insights

Two alternatives

SAP Customer Data Platform, Tealium

against: Salesforce Data Cloud, Segment, mParticleno first choiceagainst: Adobe Real-Time CDP, Census, Databricks CDP, Hightouch, RudderStack, Salesforce Data Cloud, Segment, Tealium, mParticle

GLM 4.7 FlashXSegment, Tealium

Four alternatives

ActionIQ, Adobe Real-Time CDP, Amperity, Salesforce Data Cloud

Salesforce Data CloudChanged

Three alternatives

Adobe Real-Time CDP, Tealium, Treasure Data

no first choiceTreasure Data

Three alternatives

ActionIQ, Salesforce Data Cloud, Tealium

against: Segmentno first choicenothing named

MiniMax M2.5Salesforce Data Cloud

Three alternatives

ActionIQ, Adobe Real-Time CDP, Treasure Data

Treasure DataChanged

Two alternatives

ActionIQ, Salesforce Data Cloud

no first choiceTealium, Treasure Data

One alternative

ActionIQ

against: Segmentno first choiceagainst: BlueConic, Blueshift, Dun & Bradstreet, Leadscape, SAP Customer Data Platform, Treasure Data, Zeotap

Bold is the first choiceAlternatives are counted; the count opens them.What the answer argued against

05The record

One row per call: the version string exactly as returned, whether the model searched, sources cited, and latency. Full answer text is in the free responses file. Download the record

Seventy-two rows: every prompt, every model, every answer.

Prompt	Model	Version string	Time (UTC)	Searched	Sources	Latency
Direct recommendation	Claude Haiku 4.5	`claude-haiku-4-5-20251001`	2026-09-15 03:47	yes	7	8 s
Direct recommendation	GPT-5.4 mini	`gpt-5.4-mini-2026-03-17`	2026-09-14 23:31	yes	4	5 s
Direct recommendation	Gemini 3.5 Flash	`gemini-3.5-flash`	2026-09-15 00:29	yes	23	30 s
Direct recommendation	Perplexity Sonar	`sonar`	2026-09-15 02:08	yes	20	7 s
Direct recommendation	Grok 4.1 Fast	`spacexai/grok-4.1-fast-non-reasoning via vertex`	2026-09-15 03:25	yes	0	8 s
Direct recommendation	Mistral Small	`mistral/mistral-small via mistral`	2026-09-15 00:25	yes	0	14 s
Direct recommendation	DeepSeek V4 Flash	`deepseek/deepseek-v4-flash via deepinfra`	2026-09-14 23:45	yes	0	36 s
Direct recommendation	Llama 4 Maverick	`meta/llama-4-maverick via bedrock`	2026-09-15 03:22	yes	0	1 s
Direct recommendation	Qwen 3.7 Flash	`alibaba/qwen3.7-flash via alibaba`	2026-09-14 23:13	yes	0	29 s
Direct recommendation	Kimi K2	`moonshotai/kimi-k2 via novita`	2026-09-15 03:41	yes	0	27 s
Direct recommendation	GLM 4.7 FlashX	`zai/glm-4.7-flashx via zai`	2026-09-15 01:19	yes	0	26 s
Direct recommendation	MiniMax M2.5	`minimax/minimax-m2.5 via minimax`	2026-09-15 03:20	yes	0	17 s
Paraphrase	Claude Haiku 4.5	`claude-haiku-4-5-20251001`	2026-09-15 03:04	no	0	4 s
Paraphrase	GPT-5.4 mini	`gpt-5.4-mini-2026-03-17`	2026-09-15 00:23	yes	3	7 s
Paraphrase	Gemini 3.5 Flash	`gemini-3.5-flash`	2026-09-15 04:19	yes	9	20 s
Paraphrase	Perplexity Sonar	`sonar`	2026-09-15 03:50	yes	20	5 s
Paraphrase	Grok 4.1 Fast	`spacexai/grok-4.1-fast-non-reasoning via vertex`	2026-09-15 03:13	yes	0	8 s
Paraphrase	Mistral Small	`mistral/mistral-small via mistral`	2026-09-15 04:22	yes	0	6 s
Paraphrase	DeepSeek V4 Flash	`deepseek/deepseek-v4-flash via fireworks`	2026-09-15 03:45	yes	0	28 s
Paraphrase	Llama 4 Maverick	`meta/llama-4-maverick via bedrock`	2026-09-15 03:29	yes	0	1 s
Paraphrase	Qwen 3.7 Flash	`alibaba/qwen3.7-flash via alibaba`	2026-09-15 03:08	no	0	39 s
Paraphrase	Kimi K2	`moonshotai/kimi-k2 via novita`	2026-09-14 23:36	yes	0	32 s
Paraphrase	GLM 4.7 FlashX	`zai/glm-4.7-flashx via zai`	2026-09-14 23:32	yes	0	13 s
Paraphrase	MiniMax M2.5	`minimax/minimax-m2.5 via minimax`	2026-09-15 02:10	yes	0	16 s
Comparative	Claude Haiku 4.5	`claude-haiku-4-5-20251001`	2026-09-15 01:14	yes	15	16 s
Comparative	GPT-5.4 mini	`gpt-5.4-mini-2026-03-17`	2026-09-15 03:44	yes	8	8 s
Comparative	Gemini 3.5 Flash	`gemini-3.5-flash`	2026-09-15 00:09	yes	25	27 s
Comparative	Perplexity Sonar	`sonar`	2026-09-14 23:45	yes	20	10 s
Comparative	Grok 4.1 Fast	`spacexai/grok-4.1-fast-non-reasoning via vertex`	2026-09-15 00:26	yes	0	10 s
Comparative	Mistral Small	`mistral/mistral-small via mistral`	2026-09-15 03:37	yes	0	11 s
Comparative	DeepSeek V4 Flash	`deepseek/deepseek-v4-flash via deepinfra`	2026-09-15 04:05	yes	0	42 s
Comparative	Llama 4 Maverick	`meta/llama-4-maverick via bedrock`	2026-09-15 00:31	yes	0	2 s
Comparative	Qwen 3.7 Flash	`alibaba/qwen3.7-flash via alibaba`	2026-09-14 23:05	yes	0	33 s
Comparative	Kimi K2	`moonshotai/kimi-k2 via novita`	2026-09-14 23:21	yes	0	38 s
Comparative	GLM 4.7 FlashX	`zai/glm-4.7-flashx via zai`	2026-09-15 03:47	yes	0	49 s
Comparative	MiniMax M2.5	`minimax/minimax-m2.5 via minimax`	2026-09-15 01:17	yes	0	13 s
Budget constrained	Claude Haiku 4.5	`claude-haiku-4-5-20251001`	2026-09-15 04:24	yes	14	10 s
Budget constrained	GPT-5.4 mini	`gpt-5.4-mini-2026-03-17`	2026-09-15 01:28	yes	3	5 s
Budget constrained	Gemini 3.5 Flash	`gemini-3.5-flash`	2026-09-15 03:42	yes	20	27 s
Budget constrained	Perplexity Sonar	`sonar`	2026-09-15 04:33	yes	20	19 s
Budget constrained	Grok 4.1 Fast	`spacexai/grok-4.1-fast-non-reasoning via vertex`	2026-09-15 04:00	yes	0	10 s
Budget constrained	Mistral Small	`mistral/mistral-small via mistral`	2026-09-15 04:29	yes	0	7 s
Budget constrained	DeepSeek V4 Flash	`deepseek/deepseek-v4-flash via deepinfra`	2026-09-14 22:52	yes	0	57 s
Budget constrained	Llama 4 Maverick	`meta/llama-4-maverick via bedrock`	2026-09-15 04:51	yes	0	2 s
Budget constrained	Qwen 3.7 Flash	`alibaba/qwen3.7-flash via alibaba`	2026-09-15 02:26	yes	0	81 s
Budget constrained	Kimi K2	`moonshotai/kimi-k2 via novita`	2026-09-15 03:19	yes	0	92 s
Budget constrained	GLM 4.7 FlashX	`zai/glm-4.7-flashx via zai`	2026-09-15 02:07	yes	0	154 s
Budget constrained	MiniMax M2.5	`minimax/minimax-m2.5 via minimax`	2026-09-15 04:20	yes	0	35 s
Scale constrained	Claude Haiku 4.5	`claude-haiku-4-5-20251001`	2026-09-15 03:42	yes	15	12 s
Scale constrained	GPT-5.4 mini	`gpt-5.4-mini-2026-03-17`	2026-09-15 02:42	yes	2	8 s
Scale constrained	Gemini 3.5 Flash	`gemini-3.5-flash`	2026-09-14 23:04	yes	9	26 s
Scale constrained	Perplexity Sonar	`sonar`	2026-09-14 23:46	yes	20	10 s
Scale constrained	Grok 4.1 Fast	`spacexai/grok-4.1-fast-non-reasoning via vertex`	2026-09-15 02:14	yes	0	10 s
Scale constrained	Mistral Small	`mistral/mistral-small via mistral`	2026-09-14 23:28	yes	0	8 s
Scale constrained	DeepSeek V4 Flash	`deepseek/deepseek-v4-flash via fireworks`	2026-09-15 04:45	yes	0	23 s
Scale constrained	Llama 4 Maverick	`meta/llama-4-maverick via bedrock`	2026-09-14 23:25	yes	0	3 s
Scale constrained	Qwen 3.7 Flash	`alibaba/qwen3.7-flash via alibaba`	2026-09-14 23:19	yes	0	29 s
Scale constrained	Kimi K2	`moonshotai/kimi-k2 via novita`	2026-09-15 04:05	yes	0	36 s
Scale constrained	GLM 4.7 FlashX	`zai/glm-4.7-flashx via zai`	2026-09-15 03:39	yes	0	100 s
Scale constrained	MiniMax M2.5	`minimax/minimax-m2.5 via minimax`	2026-09-15 03:53	yes	0	21 s
Negative framing	Claude Haiku 4.5	`claude-haiku-4-5-20251001`	2026-09-14 23:27	yes	15	11 s
Negative framing	GPT-5.4 mini	`gpt-5.4-mini-2026-03-17`	2026-09-15 00:09	yes	3	9 s
Negative framing	Gemini 3.5 Flash	`gemini-3.5-flash`	2026-09-15 04:26	yes	20	26 s
Negative framing	Perplexity Sonar	`sonar`	2026-09-15 02:04	yes	20	8 s
Negative framing	Grok 4.1 Fast	`spacexai/grok-4.1-fast-non-reasoning via vertex`	2026-09-15 04:55	yes	0	11 s
Negative framing	Mistral Small	`mistral/mistral-small via mistral`	2026-09-15 04:56	yes	0	12 s
Negative framing	DeepSeek V4 Flash	`deepseek/deepseek-v4-flash via fireworks`	2026-09-15 02:53	yes	0	35 s
Negative framing	Llama 4 Maverick	`meta/llama-4-maverick via bedrock`	2026-09-15 02:48	yes	0	2 s
Negative framing	Qwen 3.7 Flash	`alibaba/qwen3.7-flash via alibaba`	2026-09-14 23:32	no	0	37 s
Negative framing	Kimi K2	`moonshotai/kimi-k2 via novita`	2026-09-15 02:25	yes	0	95 s
Negative framing	GLM 4.7 FlashX	`zai/glm-4.7-flashx via zai`	2026-09-15 01:57	yes	0	41 s
Negative framing	MiniMax M2.5	`minimax/minimax-m2.5 via minimax`	2026-09-15 00:21	yes	0	22 s

Normalization in this category

Every judgment call made between the raw labels and the numbers above, listed so it is visible and reversible.

Category-scoped readings

Adobe read as Adobe Real-Time CDP

Adobe (Real-Time CDP) read as Adobe Real-Time CDP

SAP read as SAP Customer Data Platform

Salesforce (Data Cloud) read as Salesforce Data Cloud

Unresolved, counted raw

Databricks CDP

Datorama (Salesforce)

GoSquared

HCL CDP

HubSpot Data Platform

Leadscape

Oracle Fusion CDP (Unity)

Relay42

Salesforce Real-Time CDP

Stacksync

Tealium AudienceStream / Customer Data Hub

Tealium CloudStream

Discontinued, still offered

No shut-down product was recommended here.

Customer data platforms for enterprise buyers

By buyer segment

01The standing

Recommended versus criticized

02What they warned about

03What they cite

Sites the answers cite

Pages the answers cite

04How they answered

05The record

Normalization in this category

Also in gtm data and infrastructure