Customer Data Platform (CDP) Industry Statistics

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

• According to the January 2025 Customer Data Platform Industry Update, industry growth continued steadily. Net CDP employment rose by 675 (a 4% increase) to 17,350 and total funding rose by $988 million (a 13% increase) to $8,526 million during the period. Nineteen vendors were added and seven inactive vendors were removed, resulting in a total vendor count of 204.
• The global CDP Market size is projected to grow from $5.1 billion in 2023 and $7.4 billion in 2024 to $28.2 billion by 2028, at a compound annual growth rate (CAGR) of 39.9% during the forecast period (2024-2028), according to a report by MarketsandMarkets.
• In 2023, respondents reported deploying an average of 2.2 CDPs, down from 2.9 reported in 2022. (Gartner 2024 Magic Quadrant for Customer Data Platforms)
• The average CDP deal size for vendors is up 82% compared to 2019. (Gartner 2024 Magic Quadrant for Customer Data Platforms)
• CDP market is forecast to surpass $5.7 billion by 2026. (IDC)
• The global Customer Data Platform (CDP) market is expected to grow at a compound annual growth rate of 17.9% between 2022 and 2030. (Extrapolate)
• The volume of data in the world is expected to double by 2026 (>100,000EB) (IDC)
• 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 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

• According to the January 2025 Customer Data Platform Industry Update, most industry growth was outside the United States. Only two of the added firms were based in the U.S., compared with nine in Asia, seven in Europe, and one in Latin America. The Americas share fell to 45% of firms, 61% of employment and 82% of funding while the APAC share grew in all categories.
• 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)

CDP Use Cases

• Up to 68% of marketing leaders use automation platforms in their organizations (Salesforce)
• By 2027, 62% of G2000 sales organizations will use data, analytics, and AI to usurp traditional sales functions by adaptively orchestrating the creation and delivery of the best content and engagement. (IDC)
• 65% of CDP use cases are front office, such as real time personalization, campaign execution and measurement (IDC)
• 59% use CDPs for campaign personalization, while 56% use CDPs for audience segmentation and targeting. (Advertiser Perceptions and Treasure Data, The CDP Value Chain, Sept 2022)
• 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)

CDP Employees and Staffing

• Organic employment growth (defined as increases among firms listed in previous reports) improved slightly, from just over 0.5% in the first half of 2023 to 1.1% in the second half. The fraction of firms with an employment increase rose from 62% to 65%, according to the CDP Institute January 2024 Customer Data Platform Industry Update.
• 78% of organizations report centralizing customer data and systems under IT. (Gartner 2024 Magic Quadrant for Customer Data Platforms)
• 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

• According to the January 2025 Customer Data Platform Industry Update, new companies struggle to attract funding. There were two large funding events but both went to established firms: a $500 million Series E for Insider and $408 million debt offering for Informatica. Over all, companies founded after 2014 account for just 11% of industry funding despite comprising 25% of the vendor count.
• Also according to the January 2025 Customer Data Platform Industry Update, acquisitions are back. The period saw four CDP acquisitions, compared with none in the previous report. Most notably, two industry pioneers were acquired by companies selling customer-facing systems: ActionIQ was purchased by conversation processing vendor Uniphore, which made it a foundation of a “zero data AI cloud”, and Lytics was purchased by content management and digital experience platform ContentStack. mParticle was purchased by Rokt just after the period ended.
• 46% of responding CMOs who look to change their investments in marketing and operational areas increased investment in customer analytics in 2023. (Gartner 2024 Critical Capabilities for Customer Data Platforms)
• 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

• 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)

CDP ROI

• Organizations get value from their CDP investment on average in 8 months. (Advertiser Perceptions and Treasure Data, The CDP Value Chain, Sept 2022)
• 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)
• 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

• 50% cite enhanced reporting and measurement, while 48% report better understanding of the customer journey as current and future CDP benefits. (Advertiser Perceptions and Treasure Data, The CDP Value Chain, Sept 2022)
• 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)

CDP Challenges

• Only 17% of marketers surveyed report “high utilization” of their CDP. (Gartner 2024 Magic Quadrant for Customer Data Platforms)
• 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)
• 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.)
• 59.5% of executives report that their companies were driving business innovation with data (New Vantage Partners)
• Only 20.6% of executives report that a data culture had been established within their companies. (New Vantage Partners)

CDP Capabilities

• More than two-thirds (67%) of respondents to the 2023 Gartner Marketing Technology Survey say they’ve adopted a customer data platform (CDP), but they estimate using only 47% of the total capabilities available in their solutions, down from 55% in the equivalent 2022 survey. (Gartner 2024 Critical Capabilities for Customer Data Platforms)
• 68% report that data security is the most important criteria when selecting a CDP. (Advertiser Perceptions and Treasure Data, The CDP Value Chain, Sept 2022) 
• 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

• 50% of the G2000 will adopt CDPs as the enterprise customer data service for real-time customer interactions by 2024. (IDC)
• At least 30% of organizations will introduce success metrics to track and measure the internal and external flows of customer data (IDC)
• 91% of respondents cited digital transformation as a primary driver of CDP adoption. (Tealium 2022 State of the CDP, January 2022)

CDP Privacy & Compliance

• 45% of customers are willing to share data with companies but expect to receive high value in return. (IDC)
• 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) 

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