tools
Customer data platform TCO calculator
By Art Kukharenko · Published · Updated
Browse tools resourcesCompare three-year customer data platform costs under MTU, credit, profile and flat-licence models. Change the assumptions to match your workload. All calculations run in your browser.
The figures are planning estimates, not quotes. Enter your own licence price to include the private deployment model. Vendor list rates are dated, editable and subject to change. The band mechanics are an assumption; enterprise pricing and feature coverage require a quote.
How to use the calculator
- Choose an illustrative workload, then enter your own volumes and operating costs.
- Review each vendor rate and assumption. Add your licence quote for the fourth model.
- Compare annual totals and component costs. Export the result or share inputs using the URL fragment.
A perpetual licence includes the initial fee plus the update entitlement in each of the three years: P + 3U.
See the three-year model, pricing guide and pricing index.
Compare your three-year costs
USD, nominal and undiscounted. Every workload and operating-cost default is an assumption. No account is needed; inputs stay in your browser. All models have equal status.
Edit operating assumptions and vendor rates
Rates: Twilio Connections and Salesforce Data 360, checked ; subject to change. Segment band mechanics are assumed marginal; above 100K MTUs this is a list-rate extrapolation. Business pricing is custom. Credit workloads and storage rates are assumptions. Profile contracts define billable identities.
Illustrative estimates. Credit consumption is not a vendor rate-card quote. A missing licence quote leaves the flat-licence result unavailable.
| Model | Year 1 | Year 2 | Year 3 | Total | Per 1K profiles / year | Metered share |
|---|---|---|---|---|---|---|
| MTU | $611,000 | $428,017 | $509,585 | $1,548,601 | $425 | 9% |
| Credits | $614,733 | $433,357 | $516,292 | $1,564,382 | $430 | 10% |
| Profiles | $849,733 | $715,357 | $854,692 | $2,419,782 | $665 | 42% |
| Flat licence | Enter quoted licence | Enter quoted licence | Enter quoted licence | Unavailable | Unavailable | Unavailable |
Crossover sensitivity
40 log-spaced workloads from 100K to 100M profiles; all other inputs fixed. An observed crossing is a sampled estimate.
Flat licence below all three: enter quoted licence. MTU: no crossover in range; Credits: no crossover in range; Profiles: no crossover in range.
Chart data table
| Profiles | MTU | Credits | Profiles | Flat licence |
|---|---|---|---|---|
| 100,000 | $1,411,917 | $1,411,735 | $1,497,275 | Unavailable |
| 119,378 | $1,415,252 | $1,415,208 | $1,517,324 | Unavailable |
| 142,510 | $1,419,199 | $1,419,322 | $1,541,225 | Unavailable |
| 170,125 | $1,423,874 | $1,424,194 | $1,569,719 | Unavailable |
| 203,092 | $1,429,411 | $1,429,969 | $1,603,694 | Unavailable |
| 242,446 | $1,435,916 | $1,436,813 | $1,644,201 | Unavailable |
| 289,427 | $1,443,401 | $1,444,929 | $1,692,505 | Unavailable |
| 345,511 | $1,452,048 | $1,454,555 | $1,750,105 | Unavailable |
| 412,463 | $1,462,111 | $1,465,976 | $1,818,797 | Unavailable |
| 492,388 | $1,474,044 | $1,479,530 | $1,900,719 | Unavailable |
| 587,802 | $1,488,200 | $1,495,621 | $1,998,427 | Unavailable |
| 701,704 | $1,504,997 | $1,514,728 | $2,114,966 | Unavailable |
| 837,678 | $1,524,933 | $1,537,422 | $2,253,972 | Unavailable |
| 1,000,000 | $1,548,601 | $1,564,382 | $2,419,782 | Unavailable |
| 1,193,777 | $1,576,708 | $1,596,419 | $2,617,576 | Unavailable |
| 1,425,103 | $1,610,093 | $1,634,496 | $2,853,529 | Unavailable |
| 1,701,254 | $1,649,758 | $1,679,761 | $3,135,014 | Unavailable |
| 2,030,918 | $1,696,894 | $1,733,583 | $3,470,830 | Unavailable |
| 2,424,462 | $1,752,921 | $1,797,591 | $3,871,476 | Unavailable |
| 2,894,266 | $1,819,529 | $1,873,727 | $4,349,482 | Unavailable |
| 3,455,107 | $1,898,733 | $1,964,305 | $4,919,804 | Unavailable |
| 4,124,626 | $1,992,931 | $2,072,082 | $5,600,287 | Unavailable |
| 4,923,883 | $2,104,984 | $2,200,344 | $6,412,234 | Unavailable |
| 5,878,016 | $2,238,297 | $2,353,009 | $7,381,063 | Unavailable |
| 7,017,038 | $2,396,932 | $2,534,744 | $8,537,118 | Unavailable |
| 8,376,776 | $2,585,728 | $2,751,116 | $9,916,610 | Unavailable |
| 10,000,000 | $2,810,451 | $3,008,760 | $11,562,760 | Unavailable |
| 11,937,766 | $3,077,979 | $3,315,587 | $13,527,152 | Unavailable |
| 14,251,027 | $3,396,507 | $3,681,030 | $15,871,359 | Unavailable |
| 17,012,543 | $3,775,807 | $4,116,336 | $18,668,865 | Unavailable |
| 20,309,176 | $4,227,529 | $4,634,917 | $22,007,386 | Unavailable |
| 24,244,620 | $4,765,566 | $5,252,768 | $25,991,616 | Unavailable |
| 28,942,661 | $5,406,482 | $5,988,964 | $30,746,516 | Unavailable |
| 34,551,073 | $6,170,031 | $6,866,256 | $36,421,244 | Unavailable |
| 41,246,264 | $7,079,769 | $7,911,778 | $43,193,833 | Unavailable |
| 49,238,826 | $8,163,791 | $9,157,897 | $51,276,789 | Unavailable |
| 58,780,161 | $9,455,606 | $10,643,218 | $60,923,768 | Unavailable |
| 70,170,383 | $10,995,180 | $12,413,795 | $72,437,541 | Unavailable |
| 83,767,764 | $12,830,183 | $14,524,565 | $86,179,511 | Unavailable |
| 100,000,000 | $15,017,481 | $17,041,067 | $102,581,067 | Unavailable |
Cost components
| Model | Year | Component | Total |
|---|---|---|---|
| MTU | 1 | monthly tracked users | $37,500 |
| MTU | 1 | warehouse compute | $6,000 |
| MTU | 1 | integration monitoring fte | $17,500 |
| MTU | 1 | external assurance | $0 |
| MTU | 1 | support uplift | $0 |
| MTU | 1 | partner services days | $144,000 |
| MTU | 1 | data engineering fte | $175,000 |
| MTU | 1 | platform administration fte | $130,000 |
| MTU | 1 | destination build days | $64,000 |
| MTU | 1 | business users | $25,000 |
| MTU | 1 | internal compliance hours | $12,000 |
| Credits | 1 | credits | $41,000 |
| Credits | 1 | warehouse compute | $6,000 |
| Credits | 1 | integration monitoring fte | $17,500 |
| Credits | 1 | external assurance | $0 |
| Credits | 1 | hot storage tb months | $233 |
| Credits | 1 | support uplift | $0 |
| Credits | 1 | partner services days | $144,000 |
| Credits | 1 | data engineering fte | $175,000 |
| Credits | 1 | platform administration fte | $130,000 |
| Credits | 1 | destination build days | $64,000 |
| Credits | 1 | business users | $25,000 |
| Credits | 1 | internal compliance hours | $12,000 |
| Profiles | 1 | billable profiles | $240,000 |
| Profiles | 1 | extra credits | $36,000 |
This calculator gives a planning estimate, not a quote. Vendor list prices exclude discounts, taxes and add-ons, and may change. Defaults marked ASSUMPTION are illustrative; replace them with your own figures. Results are not a recommendation of any vendor or model, and not financial or legal advice. A flat-licence figure you enter is not a PrivyCDP price; request current pricing from the team. Model 2026-10-17.1.
Frequently asked questions
How do I calculate customer data platform TCO over three years?
Add licence or subscription, metered usage, implementation, people, infrastructure, support, training, compliance and exit costs for each of three years, using the same volumes for every pricing model. The calculator does this for four models and plots where they cross as profiles grow.
Why do anonymous visitors matter?
MTU pricing counts anonymous and identified users alike, so heavy web traffic raises an MTU bill without adding customers. Profile pricing may exclude anonymous visitors if they are never unified, which is why the calculator has a billing toggle. Confirm the definition in your contract.
Are the vendor prices current?
They come from public pricing pages on the dates shown in the pricing index, rechecked quarterly. Both source pages say prices can change. Beyond the volumes a page shows, the calculator extends list rates and labels the result as extrapolation, so always confirm with a written quote before committing budget.
Can I compare a flat licence with metered pricing?
Yes. Enter your quoted licence and the calculator adds infrastructure, DevOps, support and the shared costs, so the comparison is like for like with metered options. The licence field is always user-entered and the tool ships no default price for any flat-licence product, including PrivyCDP; ask for a quote at licensing.
Does it include exit costs?
Yes, as a year-3 provision for exporting identity graphs, consent history and audience logic, with SaaS assumed at twice the private effort in the mid-market preset. Contract exit terms, data-portability rights and the perpetual versus SaaS comparison can change this materially, so edit the days to match your plan.
Sources
- Twilio Segment pricing (checked 2026-10-17) Open source
- Salesforce Data 360 pricing (checked 2026-10-17) Open source
- Stable Kernel, CDP total cost of ownership (secondary) Open source
- PrivyCDP licensing Open source
Put this evaluation into practice.
Discuss licence requirementsFurther reading
- CDP tools and templates
- CDP Total Cost of Ownership: 3-Year
- CDP Pricing Explained
- Perpetual Licence vs Subscription: CDP
- CDP Pricing per MTU: Why It Breaks
Published: · Updated:
Publication date recorded for the approved release. Editorial updates do not establish legal approval or a customer result.