Customer Data Platform (CDP) Industry Studies

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.