Data & Analytics · 12 categories

Customer Data & Experience

Customer data and experience platforms help companies collect, unify, and activate behavioral and transactional data about their customers across touchpoints, from web and app to in-store and call center. The goal is a persistent, consented customer profile that marketing, product, and service teams can all draw from to personalize interactions.

Last assessed August 2026 · re-scored quarterly via The Continuum.

Categories in Customer Data & Experience

Build or buy Buyer Intent Data Platform? Build or buy Consent & Preference Management? Build or buy Customer Data Platform (CDP)? Build or buy Customer Feedback & Analytics? Build or buy Customer Identity Resolution? Build or buy Customer Journey Analytics Platform? Build or buy Data Management Platform (DMP)? Build or buy Digital Experience Platform (DXP)? Build or buy Entity Resolution? Build or buy Journey Orchestration? Build or buy Personalization Engine? Build or buy Website Visitor Identification & Deanonymization?

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Analytics & BI
Every category is scored on two axes, strategic differentiation and AI feasibility, and classified Build, Buy, Bridge, or Beware. See the full B4 framework.

The Build Report

Bi-weekly analysis of software categories through the B4 Framework. What to build, what to buy, and how to use AI to make better decisions for your company.

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