Wondering how the customer data platform (CDP) industry is growing and evolving? Save this page as we continually provide updated information on CDP industry statistics including industry size and growth, geographical breakdown, CDP use cases, employees and staffing, funding, ROI, CDP benefits, capabilities, and much more.
CDP Industry Size and Growth
- In 2022, the customer data platform (CDP) industry revenue stood at an estimated $2 billion, up 25 percent from a value of $1.6 billion reported a year earlier. (Statista, Sept 2022)
- As of July 2022, CDP Institute forecasts CDP industry revenue is at $2 billion for 2022, up 25 percent over 2021.
- There are currently 161 defined vendors in the CDP space, with a span of offerings. (CDP Institute, July 2022.
- Campaign and delivery CDPs are the dominant types of vendor in the industry. These groups make up a combined 68% of companies, 75% of employment, and 75% of funding across the industry (CDP Institute, July 2022)
- The global Customer Data Platform market size is projected to reach $5.11 billion by 2028, from $1.906 billion in 2021, at a CAGR of 15.0% during 2022-2028. (AbsoluteReports, Feb 2022)
- The Global Customer Data Platform Market size is expected to reach $20.5 billion by 2027, rising at a market growth of 34% CAGR during the forecast period. (Research and Markets, Sept 2021)
- The worldwide customer data platform software market will grow at 19.5% CAGR from $1.3 billion in 2020 to $3.2 billion in 2025. (IDC Worldwide Customer Data Platform Market Shares, 2020: The Flight to First-Party Data Is On, and CDPs Win Big, 2020)
- Consumer businesses (both B2C or B2B2C) are increasing their CDP deployments. In 2017, 10% of these companies were deploying a CDP, but in 2021, 24% were deploying one. (2021 CDP Institute User Survey, November 2021)
- The global healthcare customer data platform market is expected to reach USD $1.6 billion by 2028. The market is expected to expand at a CAGR of 27.2% from 2021 to 2028. (Research and Markets, Oct 2021)
CDP Geographical Breakdown
- There are 72 CDP vendors headquartered in the United States and 55 CDP vendors located in EMEA. In APAC, there are 27 CDP vendors, with higher concentrations in India (10) and Singapore (6). (CDP Institute Industry Update, July 2022)
- There are 161 customer data platform (CDP) software vendors worldwide, out of which 72 were located in the United States. Second-largest CDP industry base was the United Kingdom (UK), with 11 companies, followed by France, India, and the Netherlands, with 10 companies each. (Statista, June 2022)
- 2021 revenues for EMEA-based CDP vendors were at least €500 million. Sales in EMEA of vendors based elsewhere probably adds €200 million or more. (CDP Institute and Treasure Data, Customer Data Platform Industry in EMEA, January 2022.)
- 2021 revenues for APAC-based CDP vendors were at least €150 million ($170 million). Sales in APAC of vendors based elsewhere add €25 million or more. (CDP Institute and Treasure Data, Customer Data Platform Industry in APAC, January 2022)
- Campaign vendors account for more than 40% of the EMEA industry. (CDP Institute and Treasure Data, Customer Data Platform Industry in EMEA, January 2022.)
- The APAC industry is dominated by delivery CDP vendors, who account for nearly half (48%) of firms and 69% of employment. (CDP Institute and Treasure Data, Customer Data Platform Industry in APAC, January 2022)
- Market by Region – Americas 58.3%, EMEA 23.5%, and APJ 18.2%. (IDC Worldwide Customer Data Platform Market Shares, 2020: The Flight to First-Party Data Is On, and CDPs Win Big, 2020)
- The Americas have the highest deployment rate (26%), compared with 21% in Europe and 20% in the Asia Pacific. In-process deployments are highest in EMEA while planned future deployments are highest in APAC. (2021 CDP Institute User Survey, November 2021)
- In June 2021, there were 161 customer data platform (CDP) software vendors worldwide; 47 percent of that number was based in the Americas, 36 percent in the Europe, the Middle East, and Africa region (EMEA), and 17 percent in the Asia Pacific. The source estimated the value of the CDP industry at two billion U.S. dollars in 2022. (Statista, June 2021)
CDP Use Cases
- 81% percent of people are in favor of companies using AI to personalize recommendations. (CDP.com, Getting Personal: Consumer Perspectives on AI in Marketing and Customer Service, April 2022)
- 60% of respondents said their CX will be managed via robotics and AI automation within 12 months. (Treasure Data, How to Leverage a CDP for Contact Center Success, March 2022)
- 78% of data leaders say that real-time data is a “must have” (State of the Data Race, Data Stax, 2022)
- 97% of executives said artificial intelligence capabilities are important to achieving their marketing priorities. (Tealium 2022 State of the CDP, January 2022)
- The top criteria for selecting a CDP were customer service (cited by 61%) and compliance (57%). (Tealium 2022 State of the CDP, January 2022)
- 63% say they are using customer data to influence product offerings while 43% say they are running a loyalty program that ties incentives to more than purchasing. (Treasure Data, Unified Data Operations and the Customer Experience in 2022, January 2022.)
- 62% say marketing and 59% say sales departments are heavy users of customer data, but more than 40% are now using it for contact centers, supply chain/inventory management and product teams. (Treasure Data, Customer Data Maturity Study, January 2022)
- 65% of business leaders say their goal is to build a cohesive data ecosystem and to standardize data collection (CX Experience Report 2022)
- 51% of respondents said AI is critically important or very important to their marketing success over the next 12 months (2022 State of Marketing Report, AI Institute)
- 96% of enterprises have adopted a plan to adopt a “digital first” business strategy. (IDG 2021 Digital Business Study)
- Martech is involved in 82% of use cases. Marketing operations and data science/ analytics staff are the next-most common use cases. (CDP Institute: CDP Use Cases: What Users Want, December 2021)
- 61% say that a CDP will be critical to their personalization efforts. (Segment:2030 Today, 2021)
- Primary use case for CDP include – acquisition (57%), customer value (65%), and retention (61%) (CDP Institute: CDP Use Cases: What Users Want, December 2021)
- Less than 50% of marketers have integrated data such as product usage, third party, social media, cookie, app, and offline data (Treasure Data: State of the CDPs: Data Unification, Activation, and Compliance, 2020)
- 63% marketers use a CDP to map out customer journeys and personalize digital campaigns (Treasure Data: State of the CDPs: Data Unification, Activation, and Compliance, 2020)
(CDP Institute: CDP Use Cases: What Users Want, December 2021)
CDP Employees and Staffing
- The top 25% of CDP vendors, ranked by employment, account for 65% of employees and 83% of funding. (CDP Institute, July 2022)
- Customer data platform (CDP) software vendors employed more than 15 thousand people across the globe, out of which 9.95 thousand were located in the United States. The second and third largest CDP markets by workforce were India and France, with 823 and 720 employees, respectively. (Statista, June 2022)
- Customer data platform (CDP) software vendors employed 15 thousand people worldwide, out of which 66 percent were located in the Americas, 22 percent in Europe, the Middle East, and Africa (EMEA), and 12 percent in Asia Pacific. The same source estimated the value of the CDP industry at two billion U.S. dollars in 2022. (Statista, June 2022)
CDP M&A and Funding
- Industry firms raised $213 million in the first half of 2022. (CDP Institute Industry Update, July 2022)
- The CDP industry experienced seven funding events throughout the first half of 2022, as compared to 21 events throughout the year prior. (CDP.com)
- CDP vendors founded in 2013 and 2014 account for 26% of firms. CDP vendors founded from 2008 to 2012, has fallen from 44% of companies in 2016 to 27%, but still hold for 42% of employment and 56% of
- funding across the industry (CDP Institute Industry Update, July 2022)
- The customer data platform (CDP) industry attracted 5.75 billion U.S. dollars in funding, of which 4.74 billion were invested in U.S. companies. The second and third largest players by funding received were Taiwan and Germany, with 164 and 163 million, respectively. (Statista, June 2022)
- The customer data platform (CDP) industry attracted 5.75 billion U.S. dollars in funding, 82 percent of which were invested in companies located in the Americas. Asia-Pacific accounted for 10 percent of the total, while Europe, the Middle East, and Africa for the remaining eight percent. (Statista, June 2022)
- On a quarter-over-quarter basis, M&A activity decreased 48 percent for AdTech, and 9 percent for MarTech in 2022. (LUMA, 2022)
CDP Budgets
- Eighty-seven percent of marketers expect to increase technology spending in 2022, with 40% planning significant increases, up from 32% last year. (Tealium 2022 State of the CDP, January 2022)
- After enduring budget cuts during the early months of COVID-19, between 50% and 60% of marketers increased spending in eight of nine critical technology categories last year. (Tealium 2022 State of the CDP, January 2022)
- Digital channels will use 56 percent of CMOs’ total marketing budgets, with social media the top digital channel for spend. (CMO Spend and Strategy Survey, Gartner, 2022)
- 62% say they will spend over $100,000 on their CDP. (Segment’s 2030 Today, 2021)
CDP ROI
- More than half of marketers said payback was achieved within 6 months and 4 out of 5 saw positive ROI within 12 months. (Tealium 2022 State of the CDP, January 2022)
- 56% report positive financial impact as a result of utilizing customer data, but the benefits are largely among organizations with 20,000 or more employees (84%). (Treasure Data, Customer Data Maturity Study, January 2022)
- 43% said CDP brought significant improvements to ROI/ROAS. (Treasure Data: State of the CDPs: Data Unification, Activation, and Compliance, 2020)
- 56.8% say they expect ROI of 5-10x from investing in a CDP. (Segment: 2030 Today, 2021)
- Just 7% of organizations measure CDP ROI based on revenue. (Tealium: 2021 State of CDP, 2021)
- 53% define ROI by cost savings as a result of implementing a CDP, while 58% measure ROI by sales and revenue growth. (Segment:2030 Today, 2021)
- Marketers have made some progress tying CDPs to operational savings, which is now the No. 1 way to measure CDP ROI, up from No. 2 in the 2020 report. (Tealium:2021 State of CDP, 2021)
- The most common KPIs over-all are number of users engaged and user satisfaction, but the most common KPIs for individual tasks are data quality for data assembly, user satisfaction for analytics, and results for predictive models, outbound campaigns, real time interactions, and cross-channel orchestration. (CDP Institute: CDP Use Cases: What Users Want, December 2021)
CDP Benefits
- 74% of C-suite executives believe that good quality data gives them a competitive advantage over other businesses. (Treasure Data, Better Decisions in the Age of Unpredictability, February 2022)
- Centralized customer data offers greater efficiencies (64%) and more business growth (57%). (Treasure Data, Customer Data Maturity Study, January 2022)
- 58% of respondents with a deployed CDP said the CDP delivered significant value. (2021 CDP Institute User Survey, November 2021)
- The top benefits of the CDP are a unified customer view (88%) and analytics (54%). (2021 CDP Institute User Survey, November 2021)
- 49% said the top benefit was the ability to unify customer data from multiple sources and platforms. (Treasure Data: State of the CDPs: Data Unification, Activation, and Compliance, 2020)
- Members receiving high value from their CDP prioritized basic goals including the unified customer view, loading complete data, privacy compliance, lower reliance on IT support, and less time spent on data management.
CDP Challenges
- One-in-five consumers believe AI has a negative impact on customer service experiences. (CDP.com, Getting Personal: Consumer Perspectives on AI in Marketing and Customer Service, April 2022)
- Organizational readiness was the most common problem listed by members with a deployed CDP, cited by 25%. (2021 CDP Institute User Survey, November 2021)
- 34% say their data is siloed across tools/business units, while 34% say it can be difficult to collect valuable data from customers. (Treasure Data, Customer Data Maturity Study, January 2022)
- 33% are not satisfied with their ability to use data to engage their customers. (Treasure Data, Unified Data Operations and the Customer Experience in 2022, January 2022.)
- (2021 CDP Institute User Survey, November 2021)
CDP Capabilities
- High-value CDP owners said loading data from all sources (75%) and identity matching (57%) were the most important CDP capabilities. (2021 CDP Institute User Survey, November 2021)
- Integration with more third-party solutions shot up from the No. 4 improvement marketers want in their CDPs in our 2020 report to No. 1 in the 2021 report. (Tealium 2021 State of CDP, 2021)
- Among auto manufacturers, use of customer data platforms (CDPs), programmatic advertising, and DMPs is higher while dealerships depend more on mobile apps and alerts. (Frost & Sullivan Auto Industry Research: Where Do We Go from Here?, 2021)
- Building segments is the most widely required capability, across 72% of use cases. (CDP Institute: CDP Use Cases: What Users Want, December 2021)
- Advanced CDP products such as interactions and orchestration require basic tasks as a foundation. As a result, the most common task is data assembly (66%), followed by analytics (42%) and predictive models (35%).(CDP Institute: CDP Use Cases: What Users Want, December 2021)
- Marketing data and analytics was identified by 26% of CMOs as a top capability gap, followed by customer understanding and experience management (23%), and marketing technology (22%). (CMO Spend and Strategy Survey, Gartner, 2022)
CDP Adoption
- 91% of respondents cited digital transformation as a primary driver of CDP adoption. (Tealium 2022 State of the CDP, January 2022)
- 43% of brands have a fully-deployed customer data platform (CDP) and 31% are working to implement one. (2019 Marketing Technology Survey, November 2019)
- In 2020, the CDP became the de facto way for businesses to use their data intelligently and efficiently. (Segment: Customer Data Platform report, 2021)
- CDP deployment type is primarily Cloud at 96%, with 4% being On-Premise/Other. (IDC Worldwide Customer Data Platform Market Shares, 2020: The Flight to First-Party Data Is On, and CDPs Win Big, 2020)
- Nearly one-third of consumer businesses (32%) have a unified customer database, compared with 23% in 2017. (2021 CDP Institute User Survey, November 2021)
- 73% of companies report that a CDP will be critical to their customer experience efforts. (Segment: Customer Data Platform report, 2021)
CDP Privacy & Compliance
- 81% of people have privacy concerns over how AI is used for recommendations, customer service and support. (CDP.com, Getting Personal: Consumer Perspectives on AI in Marketing and Customer Service, April 2022)
- 92% consider a CDP important to their privacy and compliance efforts. (Treasure Data: State of the CDPs: Data Unification, Activation, and Compliance, 2020)
- While the vast majority of firms (85%) attempt to comply fully with privacy regulations, the share that exceeds the legal minimum has declined from 28% in 2020 to 22% in 2021. The trend appears across all business types and regions. (2021 CDP Institute User Survey, November 2021)
- 51% use CDP for customer privacy (Segment: 2030 Today, 2021)
- 66% said the CDP plays a major role building GDPR/CCPA compliant marketing lists. (Treasure Data: State of the CDPs: Data Unification, Activation, and Compliance, 2020)
- 62% say data collection and privacy is more important than predictive insights and customer acquisition (Tealium: 2021 State of CDP, 2021)
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