Customer Data Platform (CDP) Industry Studies

.Research from WBR Insights and Treasure Data explores how retailers are adapting their customer experience strategies to meet consumer demand, the challenges they face, and the investments in technology they’re making to drive results.

Treasure Data and CCW explore trends impacting data privacy in customer service, and how companies can use tech to establish best data privacy practices.

This survey covers critical insights from nearly 400 CMOs and digital marketing leaders across North America, the UK, Germany, France, and the Nordic region. More key findings from Gartner’s 2023 Multichannel Marketing survey are available to Garter clients though subscription.

CDP.com’s comprehensive CDP RFP guide and RFP template gives you everything you need to know to select the right customer data platform for your organization.

Treasure Data explores what building a connected customer experience looks like at every stage of the customer journey, along with the tools organizations need to engage customers through the right channels, at the right time.

Advertiser Perceptions, a global market intelligence leader, explores CDP selection, uses, benefits, and growth opportunities in enterprise organizations.

David Raab, founder, CDP Institute, explores the differences between composable CDPs and integrated CDPs, and what to consider when making the best decision for your business.

The first industry study of asset managers explores the level of understanding and adoption of customer data platforms (CDPs) across the industry.

In this white paper, David Raab, CDP Institute, explores how your organization can address the challenges of AI deployment to reap the rewards of AI success.

New research from Synthesis/Soundhelm Partners reveals how asset management firms think about their MarTech stack, data management and operational efficiency.

Learn about the types of customer data, the importance of data enrichment, and how to optimize your first-party data strategy in this guide from Treasure Data.

The CDP Industry Update Report is produced by the CDP Institute on a bi-annual basis. It provides detailed information on the CDP industry including vendor growth, employment, and funding, broken out by CDP type, region, and founding year.

This annual report from AI Institute breaks down how marketing and sales teams are using artificial intelligence (AI) to evolve their engagement strategies, and what challenges they face when adopting new AI-powered technologies.

comprehensive overview of growth, funding, mergers and acquisitions and other ongoing market trends in the digital media and marketing through Q2 2022.

David Raab, CDP Institute, explores what you should consider when deciding between an integrated or composable CDP for your business.

Learn how CIOs and CDOs can partner with marketing to centralize customer profiles, create behavioral analytics, and enable activations with a customer data platform.

This report from Gartner explores the state of marketing and MarTech budgets and marketing spend across categories for enterprise companies throughout 2022.

This report from Forbes Insights and Treasure Data explores how today’s leaders view the customer experience today, and how different strategies separate the data leaders from the data laggards.

Are businesses implementing a true customer data strategy? How is that strategy used across the organization—beyond marketing—with sales, customer support, and supply chain management? To find out, we recently surveyed 491 professionals knowledgeable about their companies’ customer data management strategies. The results reveal what’s working and what is still a challenge.

This new WBR Insights survey of 200 retailers explores how brands intend to use customer data and new data technologies to improve the customer experience in 2022.

This third annual study documents the growing centrality of CDPs to the marketing technology stack and their role in balancing the priorities of better protecting customer data privacy while also making the customer experience more personalized.

This study analyzes aggregate results from use cases that CDP Institute members have entered into the Institute’s online Use Case Generator. The report also includes details on use cases by industry and capabilities by task detail.

Constellation evaluates more than 25 solutions categorized in the CDP market. This Constellation ShortList is determined by client inquiries, partner conversations, customer references, vendor selection projects, market share and internal research. 

The CDP Industry Update Report is produced twice per year and provides detailed information on the CDP industry: vendors, employment, and funding broken out by CDP type, location, founding year, and more.

According to the report’s description, “This IDC study presents estimated 2020 customer data platform (CDP) software revenue shares in a total market valued at $1.3 billion. IDC expects significant change in the structure of the CDP market now that several major IT vendors including Adobe, Oracle, Microsoft, Salesforce, SAP, SAS, and Teradata are in the market.”

Segment’s second annual Customer Data Platform report takes an in-depth look into how organizations are using CDPs – exploring the data they’re collecting, and the apps they’re using to manage it.

Segment published an interactive online site and a companion (PDF) report. The report is based on a survey of over 4,000 customer data decision makers to gauge current and future predictions for the CDP industry.

Tealium’s “State of the CDP” report surveyed 300 marketers in the US with the goal of developing a better understanding of the current and future state of CDPs. According to Tealium, “The findings revealed why CDPs were central to solving the challenges of 2020, including reduced budgets, new data privacy legislation, sudden digital acceleration due to COVID-19, as well as pending third-party cookie loss.”

This research report categorizes the customer data platform market based on components, type, deployment mode, organization size, application, vertical, and regions. It provides a global industry forecast for the years 2021-2026.

Research and Markets provides an industry analysis report and forecast for the CDP industry (2021-2027). The report provides a market overview and competitive analysis. The research also analyzes the market by component, application, development type, enterprise size, end user and region.

The report provides market variables, trends and scope, as well as component analysis, deployment mode analysis and organization size analysis. Research and Markets also provides a competitive analysis, as well as a regional analysis for the healthcare CDP market.

This Gartner report details the CDP market, lists representative vendors and makes market recommendations. According to Gartner, “Marketing leaders can use this guide to understand the customer data platform marketplace before making further investments to improve their first-party data management.”

In this blog post, Julian Archer, VP and Principal Analyst at Forrester explores the (at the time) relatively new arrival of standalone CDPs and what they can do for B2B organizations.

According to Grand View Research, “This report forecasts revenue growth at global, regional, and country levels and provides an analysis of the latest industry trends in each of the sub-segments from 2015 to 2025. For the purpose of this study, Grand View Research has segmented the global customer data platform market report on the basis of type, application, and region.”

This research report provides insights on results that early adopters of B2B CDPs are realizing. It also includes Forrester’s take on their ideal characteristics.

In this Forrester Wave™ report, Steven Casey, VP and Research Director at Forrester evaluates the 13 most significant providers in the B2B CDP category, including Treasure Data.

According to Quadrant Knowledge Solutions, “This research provides strategic information for technology vendors to better understand the market supporting their growth strategies and for users to evaluate different vendor capabilities, competitive differentiation, and their market position.”

According to Forrester, “Simplicity isn’t enough to solve complex marketing challenges.” In this report, analysts Joe Stanhope and Stephanie Liu explore how CDPs are meeting the needs of B2C marketers.

This article from eMarketer cites data from surveys performed by The Relevancy Group and CDP Institute.

This post by Gartner analyst Chris Pemberton details how marketers can convince business leaders to invest in a customer data platform. It’s useful for marketers looking to build a business case for a CDP. 

In this research report, Gartner analyst Benjamin Bloom details how CDPs can improve multi-channel marketing agility with a hub and spoke model. According to Gartner, “Marketing leaders can use this research to evaluate and adopt a decentralized multichannel marketing approach.”

In this research report, Gartner Senior Director Analyst Lizzy Foo Kune demystifies the CDP category and clarifies similarities and differences between CDPs and overlapping technology categories.

This post by Gartner analyst Benjamin Bloom lists the CDP attributes sought after by multichannel marketers: storage, unification, analytics and orchestration.

Treasure Data partnered with Advertiser Perceptions to explore the current state of CDPs and the experience of enterprise marketers using them. This report includes the key findings from a survey of marketers involved in selecting and using marketing technologies, especially customer-data focused solutions such as a CDP.

This online resource from Treasure Data explains what a CDP is, compares CDPs to CRMs and DMPs and provides common use cases of CDPs. The guide also details the ROI of a CDP and how to choose the right one.

This 76-page report from MarTech reviews the growing market for customer data platforms solutions, plus the latest trends, opportunities and challenges. Also included in the report are profiles of 22 CDP vendors, pricing charts, capabilities comparisons and recommended steps for evaluating and purchasing.

This downloadable guide from CDP Institute provides a side-by-side comparison of CDP vendors based on key differentiating features.

The Customer Data Platforms research from Real Story Group critically evaluates the weaknesses and strengths of 31 CDP products.