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Optimizely vs RudderStack

This article takes a deep dive into comparing RudderStack CDP and Optimizely CDP, shedding light on their features, functionalities, and the unique value they provide.


In the ever-changing world of data management, Customer Data Platforms (CDPs) have become essential tools for businesses looking to revolutionize their customer engagement strategies. This article takes a deep dive into comparing RudderStack CDP and Optimizely CDP, shedding light on their features, functionalities, and the unique value they provide.

What is a Customer Data Platform (CDP)?

A Customer Data Platform (CDP) is a software system for customer data management that collects customer data, builds a customer 360 with comprehensive customer profiles, and uses those profiles to add value across the company by enabling personalized marketing campaigns and deeper customer journey analysis to enhance the customer experience from end-to-end. Many CDPs like RudderStack operate in real-time, offering immediate action and optimization to enhance customer engagement.

To collect customer data, CDPs feature SDKs to integrate event data from multiple data sources, including website and mobile apps. Some CDPs also offer ETL capabilities to capture data from SaaS systems. The data they collect is used to build comprehensive customer profiles which help companies get a fuller picture of customer behavior.

CDPs like RudderStack, ea, Tealium, BlueConic, MParticle, and Amperity focus on identity resolution by unifying first-party data from different sources to create these comprehensive customer profiles.

Composable CDP solutions deliver a modular approach – centered around the data warehouse – to digital marketing offering flexibility regarding data governance, pricing models, and data activation. Composable CDPs use reverse ETL to enable seamless integration with popular tools like Adobe Analytics, Marketo, or Braze, which ensures flexible data modeling and efficient data pipelines.

An introduction to Optimizely CDP

Optimizely Data Platform (ODP) is the CDP offering of Optimizely platform. It was originally Zaius CDP, which was acquired by Optimizely in March 2021 to enhance its customer data management capabilities. By centralizing and harmonizing customer data, ODP facilitates real-time understanding of customer behaviors, enabling highly personalized, multichannel campaigns through AI-powered predictive analysis. The acquisition of Zaius, a major player in the CDP industry, has allowed Optimizely to provide its customers with significant value by capitalizing on essential data and enriching the context and insights available through its Digital Experience Platform (DXP). This integration also supports an omnichannel structure including on-site personalization, SMS, email, advertising, and social media channels, aiming to provide a richer digital experience through data-driven campaigns.

An overview of RudderStack

RudderStack is the leading Warehouse Native Customer Data Platform, and it's purpose-built for data teams. RudderStack's unique approach to customer data management delivers a connected, governable, and observable end-to-end system that sits on top of an existing data warehouse or data lake. This Warehouse Native approach means RudderStack does not store your data, alleviating security concerns, reducing cost, and unlocking the value of your warehouse investment.RudderStack’s architecture combines the integration, real-time transformation, unification, and activation layers. This packaging drives numerous efficiencies and allows you to ensure seamless data flow from every first-party data source while facilitating enrichment from second and third-party data sources to build and activate truly comprehensive customer profiles.

RudderStack’s suite of products supports every stage of the Data Activation Lifecycle:

  • Collection: Event Stream and Cloud Extract ETL pipelines make collecting data from every website, mobile app, or SaaS tool easy.
  • Unification: RudderStack Profiles leverages the standardized schemas from its data pipelines to significantly reduce the time it takes to build a customer 360, including an identity graph and rich customer features.
  • Activation: RudderStack's Reverse ETL pipeline delivers the Profiles and user features to downstream destinations to trigger marketing automation, drive real-time analytics, and deliver personalized experiences.

RudderStack makes data integration easy with integrations for over 15 SDKs, over 200 cloud tools, and 8+ leading data warehouses and data lakes, including Snowflake, Databricks, and Amazon Redshift. RudderStack also offers powerful, developer-friendly features for data transformation and data governance.

With RudderStack, you can collect and integrate trustworthy, real-time customer data, unify every customer data point to create a true Customer360, and activate real-time data and complete profiles across your entire stack to deliver value across the business.

Real-Time activation and integration

RudderStack's real-time activation capabilities create a foundation for timely customer engagement. Businesses gain a holistic view of customer journeys by unifying data sources and seamlessly integrating with industry-leading platforms such as Braze, Salesforce Marketing Cloud, and Adobe Analytics. This empowers them to respond promptly and effectively to customers' behaviors.

Data security

Data security and compliance are key priorities for RudderStack. The platform prioritizes implementing robust measures to ensure data safety while adhering to relevant regulations.

RudderStack allows businesses to handle customer profiles effectively, enforce privacy policies and ensure compliance with regulations. This helps build trust with customers while adhering to industry standards.

Identity resolution

A notable strength of RudderStack is its ability to resolve identities, mapping unique identifiers to individual user records. This provides a comprehensive view of customer interactions, empowering businesses to optimize their engagement strategies.

RudderStack's versatility is evident across various use cases, ranging from machine learning-driven campaigns to customer behavior analysis. RudderStack revolutionizes data activation by enabling businesses to deliver exceptional customer experiences. Through real-time engagement, seamless integration, and data governance, RudderStack unlocks the full potential of data for growth and excellence.

Data Collection through RudderStack vs. Optimizely Data Platform

Efficient data collection forms the foundation for successful customer engagement in today's dynamic data management landscape. RudderStack and Optimizely CDP are two players that provide this functionality. Let's explore how these platforms compare in terms of data collection capabilities so that businesses can make informed decisions to drive growth.

RudderStack enabling seamless data collection

When it comes to collecting data seamlessly, RudderStack stands out. RudderStack provides 15+ Open-Source SDKs to collect data from various sources such as web apps and mobile apps built in diverse technologies. You can also collect data from 15+ cloud sources in real-time and from 35+ cloud sources in batches. You can then send this data to 10+ warehouses and 200+ cloud destinations using the integrations built in RudderStack.

Designed with security and compliance as top priorities, RudderStack places a strong emphasis on protecting user data.

Unlike many other platforms, RudderStack ensures that your data is not stored, giving you complete ownership and transparency. We prioritize security through industry-leading features like Single Sign On (SSO) compatibility, SSH tunnel encryption, and robust permissions management. RudderStack also provides an Open Source version of the data plane that anyone can use for free.

Optimizely CDP data collection features

The Optimizely Data Platform (ODP) offers robust data collection features enabling organizations to centralize and utilize customer data effectively. Core functionalities include collecting, storing, and making relevant business data accessible, managing events and profiles, and providing a hub for customer platforms to segment and engage users through various channels. Additionally, ODP allows for custom event tracking for both known and unknown visitors, aiding in the creation of targeted campaigns and report generation. Various data collection methods, such as user registration and web forms, can be employed, showcasing the platform's flexibility in gathering essential customer information for real-time insights and personalized multichannel campaigns.



Optimizely Data Platform

Event Tracking

Real-Time Data Collection

SDK Sources15+ Open Source SDKs for web, mobile, server

15+ Open Source SDKs for web, mobile, server

2 SDKs for web and mobile

Data Unification through RudderStack vs. Optimizely Data Platform

Data consolidation plays a crucial role in the process of converting data into actionable insights. RudderStack and Optimizely Data Platform have different approaches when it comes to unifying data, catering to the diverse needs of businesses aiming to bring together their data sources for informed decision-making.

RudderStack takes a streamlined approach to data unification by leveraging a warehouse native architecture. This ensures that data is unified without any duplication or inconsistencies. By building on top of your existing data warehouse, RudderStack simplifies the process and empowers businesses to create a single, accurate data source.

The Optimizely Data Platform (ODP) boasts several data unification features including the harmonization and centralization of customer data, which are pivotal for real-time understanding and analysis of customer behaviors. It facilitates the harmonization of data from various sources, ensuring consistency and coherency in the collected data. Through centralization, ODP provides a unified view of users, crucial for executing targeted omnichannel campaigns. Moreover, ODP Lite unifies data across existing Optimizely products, enhancing insights from customer interactions across different platforms. Additionally, the integration of ODP with other Optimizely platforms like Content Cloud and Commerce Cloud extends its data unification capabilities, providing a more integrated approach to data management and customer engagement​.




Centralized Data Pipeline



Identity Resolution

Yes (via RudderStack Profiles)

Yes (via ODP Lite)

Unified Customer View

Yes (via Customer 360 table)


Accurate Analytics



RudderStack vs. Optimizely- Data Activation

RudderStack’s warehouse-first approach makes it a flexible and scalable solution for data activation. RudderStack’s governance tools ensure that clean event data is collected while enforcing governance throughout the entire pipeline.

With a range of powerful tools designed for event tracking, custom tracking plans, and event metadata APIs, RudderStack enables marketing teams to execute targeted campaigns effectively.

The Optimizely Data Platform (ODP) facilitates data activation through various features including omnichannel campaigns, segmentation, campaign management, real-time personalization, and driving business results. It simplifies the creation, management, and execution of omnichannel campaigns across marketing, commerce, and service channels for seamless customer engagement. The platform supports advanced segmentation leveraging deep customer insights and predictive recommendations. It also provides robust campaign management tools for both one-time and behavioral campaigns. Real-time personalization is another key feature, allowing for enhanced customer experience and engagement through timely, relevant interactions. Moreover, ODP's Activation feature enables businesses to utilize data to drive tangible business results by translating data insights into actionable business strategies through segmentation, personalization, and lead capture.




Data Warehouse as Source

Provided via Reverse ETL


Real-time Analytics

Enabled through data routing


Audience Building



Personalized Marketing

Enabled through data routing


Data Routing to Destinations



Cross-Platform Activation



Data privacy and governance - comparing RudderStack and Optimizely

In today's data privacy-conscious era, establishing robust data governance is crucial for businesses aiming to foster trust with their customers. Both RudderStack and Optimizely Data Platform are leading platforms that prioritize data privacy and governance. Let's explore their approaches and compare how they ensure secure and compliant data management.

RudderStack - Ensuring Data Privacy and Governance

At the heart of RudderStack's commitment to data privacy and governance lies its security-first approach. It operates without storing user data, granting businesses complete ownership over their information while ensuring transparency. With compliance certifications such as SOC 2 Type 2 and adherence to HIPAA and GDPR requirements, RudderStack instills confidence in users that their data is handled with the utmost care.

The Optimizely Data Platform (ODP) prioritizes data privacy, security, and governance through a range of features. For data privacy, it offers GDPR compliance with a ready Data Processing Agreement (DPA) and a designated Data Protection Officer (DPO). On the security front, it boasts a structured organizational setup with a Trust Team, robust access controls including 2-step verification and Single Sign-On (SSO), along with stringent network and transmission controls like SSL/TLS encryption. Moreover, regular risk assessments based on ISO 27005:2018 guidelines are conducted. In terms of data governance, system-enforced governance in Product Information Management (PIM), a flexible data model in ODP Lite, and harmonization of customer data for real-time insights and personalized multichannel campaigns are key features. Together, these provisions ensure a secure, compliant, and structured management of data within the platform​.

Regulatory Compliance


Partial Compliance

SOC2 Type 2












FISC (Japan)



User Consent Management



Secure Data Collection



Pricing comparison - RudderStack and Optimizely CDP

Comparing the pricing models of RudderStack and Optimizely CDP provides valuable insights into their affordability and suitability for different business scales. RudderStack's pricing is designed to be transparent and flexible, catering to the needs and budgets of startups, small businesses, and enterprises. This ensures that businesses can access the power of RudderStack's data activation without financial constraints. On the other hand, Optimizely CDP does not provide public information about pricing, one has to meet them on call and get a quote.

Pricing Tier




$0 (1 million monthly events)

Not provided


$500/month (for 3M events)

Not specified


Custom Pricing

Custom QuoteNot specified


When it comes to Customer Data Platforms (CDPs), RudderStack stands out as the clear winner in terms of exceptional data activation capabilities. Businesses looking for powerful data activation capabilities can confidently rely on RudderStack as their preferred choice among CDPs.

RudderStack empowers marketers, and every other team in the business, by seamlessly turning insights into actionable strategies, enabling them to optimize campaigns, effectively engage customers and drive business growth.

Unparalleled Real-Time Activation

RudderStack stands out in its ability to activate data in real-time. Through tools for event tracking, custom tracking plans, and APIs for event metadata, businesses can promptly execute targeted campaigns and take necessary actions.

Effortless Data Integrations

RudderStack offers integrations with hundreds of leading platforms including Salesforce, Hubspot, Klaviyo, Braze, Marketo, and Adobe Analytics. These integrations ensure a comprehensive understanding of customer journeys for your business. This enables businesses to respond quickly to changes in customer behavior.

Trustworthy Data Governance

RudderStack is committed to data privacy and governance, which sets it apart from others. Its compliance with SOC 2 Type 2 standards and adherence to HIPAA and GDPR regulations instills confidence in its secure handling of data.

Flexible and Transparent Pricing

RudderStack offers transparent pricing options suitable for businesses of all sizes. This ensures that advanced data activation is accessible without any financial limitations.

RudderStack’s commitment to real-time activation, seamless integration, data governance, and transparent pricing gives marketers powerful tools to execute targeted campaigns promptly, ensures a comprehensive understanding of customers' needs, and prioritizes data security. Moreover, its event based pricing structure makes advanced data activation accessible to businesses of all sizes without financial constraints.

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