Parative vs. CDPs

CDPs such as Segment can be a great solution for centralizing data and moving a portion of it from one tool to another. Learn how Parative compares below.

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The Comparison

Competitive with Parative:
Required for Parative use:
Used by other Parative customers:

Primary Difference

Customer Data Platforms (CDP) allow modern enterprises to take customer data from multiple systems, store it all in a centralized place, and then send a portion of that data to a separate system. CDPs are designed to be setup, maintained, and used by technical teams. While they can send data captured in one system to a separate system used by non-technical teams, this data is not analyzed or transformed in any meaningful way by the CDP.

Parative's Scoring Automation Engine was built specifically for non-technical teams to quickly understand customer data they need to do their jobs – in a format they can easily understand and directly in the tools they already use. Parative does not require a technical team in order to capture and deliver critical insights to front-line revenue and retention teams.

To Sum It up


Although CDPs and Parative are similar in that they both unify data from multiple sources, the way they use that data is different. CDPs focus on moving that raw data across tools with the help of ongoing support from technical teams. Parative focuses on understanding that data to provide revenue and retention teams with the key insights they need in the tools they already use – entirely without ongoing support from a technical team.