Customer Data Platform (CDP) Industry Studies

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The CDP category is growing at a rapid pace and there is a lot of research and development being done. To help you stay abreast of the latest news, trends, and emerging technologies, we’ll keep this list of CDP industry studies (including CDP analyst and CDP vendor studies) updated on a regular basis.

Composable or Integrated CDP? Making the Right Choice for Your Business

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.
Publish By: CDP Institute/Treasure Data
Publish Date: September 2022
Author: CDP Institute/Treasure Data

CDPs in Asset Management: Myth and Reality

The first industry study of asset managers explores the level of understanding and adoption of customer data platforms (CDPs) across the industry.
Publish By: CDP Institute/SME Forum/Marianne Hewitt
Publish Date: November 2022
Author: CDP Institute/SME Forum/Marianne Hewitt

Managing Data for AI: Role of the CDP

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.
Publish By: CDP Institute/Treasure Data
Publish Date: November 2022
Author: CDP Institute/Treasure Data

Asset Management MarTech Stack Insights and Trends

New research from Synthesis/Soundhelm Partners reveals how asset management firms think about their MarTech stack, data management and operational efficiency.
Publish By: Synthesis/Sondhelm Partners/The Growth Strategy Group
Publish Date: Oct 2022
Author: Synthesis/Sondhelm Partners/The Growth Strategy Group

How to Optimize Your First-Party Data Strategy

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.
Publish By: Treasure Data
Publish Date: October 2022
Author: Treasure Data

CDP Industry Update July 2022

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.
Publish By: CDP Institute
Publish Date: July 2022
Author: CDP Institute

The 2022 State of Marketing AI Report

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.
Publish By: AI Institute
Publish Date: July 2022
Author: AI Institute

Composable or Integrated CDP? Making the Right Choice for Your Business

David Raab, CDP Institute, explores what you should consider when deciding between an integrated or composable CDP for your business.
Publish By: Treasure Data
Publish Date: July 2022
Author: David Raab

The CIO and CDO Customer Data Playbook: Driving Growth and Personalized Customer Experiences

Learn how CIOs and CDOs can partner with marketing to centralize customer profiles, create behavioral analytics, and enable activations with a customer data platform.
Publish By: Treasure Data/StarCIO
Publish Date: June 2022
Author: Isaac Sacolick, StarCIO

Forbes/Treasure Data Customer Experience Survey 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.
Publish By: Forbes Insights/Treasure Data
Publish Date: June 2022
Author: Forbes Insights/Treasure Data

Getting Personal: Consumer Perspectives on AI in Marketing and Customer Service

Artificial intelligence (AI) has completely transformed how marketers interact with customers. But while AI’s value may seem clear to marketers, consumer perception isn’t as cut and dry. CDP.com asked 2,502 U.S. consumers to share their perspectives on AI in marketing, customer service and the customer experience.
Publish By: CDP.com
Publish Date: April 2022
Author: Treasure Data

How to Leverage a Customer Data Platform for Contact Center Success

Your customers want personalized interactions, so you need to consider integrating your contact center with the data that comes from a Customer Data Platform (CDP). With access to customer data, contact center agents can anticipate issues and resolve them more quickly, suggest customized products or services, and more.
Publish By: Treasure Data
Publish Date: March 2022
Author: Treasure Data

The State of Customer Journey Management

New research on customer journey management reveals businesses devote top talent and technology to improve the customer journey but challenges remain. Download the report to learn more.
Publish By: Treasure Data
Publish Date: March 2022
Author: Treasure Data

Vendor Privacy Survey Report

Do you need a CMP or will a CDP deliver on your privacy demands? This survey by the CDP Institute sought to determine if CDPs were equipped with features to manage consent and preferences and respond to privacy requests. Read the full report to find out whether to use a CDP to satisfy privacy demands or whether you should consider a pure-play trust solution.
Publish By: CDP Institute
Publish Date: February 2022
Author: CDP Institute

Customer Data Platform Industry in APAC

Learn more about the drivers behind the explosive growth of CDPs in APAC. This CDP in APAC report, compiled by the CDP Institute, details the massive, pandemic-driven shifts seen in the Customer Data Platform industry across the Asia Pacific region.
Publish By: CDP Institute
Publish Date: February 2022
Author: CDP Institute

Customer Data Platform Industry in EMEA

Learn more about the drivers behind the explosive growth of CDPs in EMEA. This CDP in EMEA report from the CDP Institute highlights the changes driving the 67% year-over-year growth for customer data platforms in EMEA.
Publish By: CDP Institute
Publish Date: February 2022
Author: CDP Institute

Customer Data Maturity: Strategies, Capabilities & Trends

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.
Publish By: Treasure Data
Publish Date: January 2022

2022 State of the CDP

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.
Publish By: Tealium
Publish Date: January 2022

Constellation ShortList™ Customer Data Platform (CDP)

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. 
Publish By: Constellation Research
Publish Date: August 18, 2021
Author: Liz Miller

CDP Industry Update July 2021

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.
Publish By: CDP Institute
Publish Date: July 2021
Link: https://www.cdpinstitute.org/resources/industry-update-july-2021/ (Note: CDP Institute free membership required)

Worldwide Customer Data Platform Market Shares, 2020

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.”
Publish By: IDC
Publish Date: July 2021
Author: Gerry Murray
Link: https://www.idc.com/getdoc.jsp?containerId=US48052920 (Note: IDC subscription required)

The Customer Data Platform Report 2021

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.
Publish By: Segment
Publish Date: 2021
Link: https://learn.segment.com/customer-data-platform-report-2021/ (Note: free registration required)

2030, Today

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.
Publish By: Segment
Publish Date: 2021

2021 State of the CDP

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.”
Publish By: Tealium
Publish Date: 2021
Link: https://tealium.com/resource/whitepaper/2021-state-of-the-cdp/ (Note: free registration required)

Customer Data Platform Market with COVID-19 Impact Analysis

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.
Publish By: Market and Markets
Publish Date: 2021
Link: https://www.marketsandmarkets.com/Market-Reports/customer-data-platform-market-94223554.html (Note: Purchase required to download the full report)

Global Customer Data Platform Market

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.
Publish By: Research and Markets
Publish Date: 2021
Link: https://www.researchandmarkets.com/reports/5472866/global-customer-data-platform-market-by (Note: Purchase required to download the full report)

Healthcare Customer Data Platform Market

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.
Publish By: Research and Markets
Publish Date: 2021

Market Guide for Customer Data Platforms

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.”
Publish By: Gartner
Publish Date: April 8, 2020
Author: Benjamin Bloom, Lizzy Foo Kune

What Can Customer Data Platforms Do For You?

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.
Publish By: Forrester
Publish Date: December 2, 2019
Author: Julian Archer

Customer Data Platform Market Size, Share & Trends Analysis Report

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.”
Publish By: Grand View Research
Publish Date: September 2019

Market Outlook: Customer Data Platforms (CDP), 2019-2024, Worldwide

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.”
Publish By: Quadrant Knowledge Solutions
Publish Date: May 13, 2019

For B2C Marketers, Customer Data Platforms Overpromise And Underdeliver

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.
Publish By: Forrester
Publish Date: October 26, 2018
Author: Joe Stanhope and Stephanie Liu

Smart Hubs and Dumb Spokes — A New Approach to Multichannel Marketing

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.”
Publish By: Gartner
Publish Date: June 27, 2018
Author: Benjamin Bloom

Are Customer Data Platforms Delivering on Their Big Promises?

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.
Publish By: Treasure Data

Everything You Need to Know About CDPs (Online Guide)

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.
Publish By: Treasure Data

MarTech Intelligence Report: Customer Data Platforms: A Marketer’s Guide (Fourth Edition)

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.
Publish By: MarTech.org
Author: Pamela Parker

CDP Vendor Comparison (CDP Institute)

This downloadable guide from CDP Institute provides a side-by-side comparison of CDP vendors based on key differentiating features.
Publish By: CDP Institute
Link: http://www.cdpinstitute.org/resources/cdp-vendor-comparison/ (Note: CDP Institute free membership required)

Customer Data Platforms (Real Story Group)

The Customer Data Platforms research from Real Story Group critically evaluates the weaknesses and strengths of 31 CDP products.
Publish By: Real Story Group
Link: https://www.realstorygroup.com/Reports/cdp (Note: Subscription required)
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