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.
2024 Magic Quadrant for Customer Data Platforms (Gartner)
This is the inaugural Magic Quadrant for the CDP industry. The Gartner Magic Quadrant for Customer Data Platforms reveals the relative position of 17 technology providers for CDPs, helping you make the right choice for your organization.
Published by: Gartner
Link: https://www.treasuredata.com/i/gartner-mq/ (Note: Reg. required)
2024 Critical Capabilities for Customer Data Platforms (Gartner)
In the 2024 Gartner® Critical Capabilities for Customer Data Platforms report, you can evaluate 17 CDP vendors and their capabilities to determine which platform is right for your Use Cases.
Published by: Gartner
Link: https://www.treasuredata.com/i/gartner-cc/ (Note: Reg. required)
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.
Published by: CDP Institute
Link: http://www.cdpinstitute.org/resources/cdp-vendor-comparison/ (Note: CDP Institute free membership required)
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.
Published by: MarTech.org
Author: Pamela Parker
Link: https://downloads.digitalmarketingdepot.com/MIR_1808_CusDatPlat_landingpage_email.html (Note: Free registration required)
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.
Published by: Treasure Data
Link: https://www.treasuredata.com/customer-data-platform-guide/
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.
Published by: Treasure Data
Link: https://www.treasuredata.com/i/advertiser-perceptions-the-state-of-cdps/ (Note: registration 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.
Published by: Real Story Group
Link: https://www.realstorygroup.com/Reports/cdp (Note: Subscription required)
CDP Use Cases: What Users Want (CDP Institute)
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.
Published by: CDP Institute
Publication date: December 2021
Link: https://www.cdpinstitute.org/wp-content/uploads/2021/12/CDPI-2324-Use-Case-Generator-Report.pdf
CDP Institute Member Survey 2021: The Path to CDP Success (CDP Institute)
The results of a November 2021 survey to CDP Institute members. What do CDPI members have to say about successful CDP deployments? This survey has the answers, along with other industry trends.
Published by: CDP Institute
Publication date: November 2021
Link: https://www.cdpinstitute.org/resources/cdp-institute-member-survey-2021-the-path-to-cdp-success/ (Note: CDP Institute free membership required)
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.
Published by: Constellation Research
Publication date: August 18, 2021
Author: Liz Miller
Link: https://www.constellationr.com/research/constellation-shortlist-customer-data-platform-cdp (Note: Subscription or purchase required)
Industry Update July 2021 (CDP Institute)
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.
Published by: CDP Institute
Publication date: July 2021
Link: https://www.cdpinstitute.org/resources/industry-update-july-2021/ (Note: CDP Institute free membership required)
Industry Update January 2022 (CDP Institute)
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.
Published by: CDP Institute
Publication date: January 2022
Link: https://www.cdpinstitute.org/resources/industry-update-january-2022/ (Note: CDP Institute free membership required)
Worldwide Customer Data Platform Market Shares, 2020 (IDC)
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.”
Published by: IDC
Publication 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)
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.
Published by: Segment
Publication date: 2021
Link: https://learn.segment.com/customer-data-platform-report-2021/ (Note: free registration required)
2030, Today (Segment)
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.
Published by: Segment
Publication date: 2021
Link: https://segment.com/2030-today/
2021 State of the CDP (Tealium)
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.”
Published by: Tealium
Publication 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 (Market and Markets)
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.
Published by: Market and Markets
Publication 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)
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.
Published by: Research and Markets
Publication 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 (Research and Markets)
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.
Published by: Research and Markets
Publication date: 2021
Link: https://www.researchandmarkets.com/reports/5463623/healthcare-customer-data-platform-market-size (Note: Purchase required to download the full report)
The Forrester Wave: Real-Time Interaction Management, Q4 2020
The Forrester Wave™ provides detailed product evaluations of real-time interaction management (RTIM) providers. This report shows how each provider measures up and helps marketing professionals select the right one for their needs.
Published by: Forrester
Publication date: Q4 2020
Link: https://www.treasuredata.com/i/the-forrester-wave-real-time-interaction-management/ (Note: registration required)
The Forrester Wave: Customer Analytics Technologies, Q3 2020
The Forrester Wave™ provides detailed product evaluations and helps guide potential buyers with their technology purchases. Treasure Data, the only customer-analytics focused CDP, is honored to be positioned as a ‘Strong Performer’ among the 11 most significant customer analytics providers.
Published by: Forrester
Publication date: Q3 2020
Link: https://www.treasuredata.com/i/the-forrester-wave-real-time-interaction-management/ (Note: registration required)
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.”
Published by: Gartner
Publication date: April 8, 2020
Authors: Benjamin Bloom, Lizzy Foo Kune
Link: https://www.gartner.com/en/documents/3983209/market-guide-for-customer-data-platforms (Note: Gartner subscription required)
What Can Customer Data Platforms Do For You? (blog post)
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.
Published by: Forrester
Publication date: December 2, 2019
Author: Julian Archer
Link: https://www.forrester.com/blogs/what-can-customer-data-platforms-do/
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.”
Published by: Grand View Research
Publication date: September 2019
Link: https://www.grandviewresearch.com/industry-analysis/customer-data-platform-market (Note: Subscription or purchase required)
Customer Data Platforms Offer A Compelling Solution To B2B Data Challenges
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.
Published by: Forrester
Publication date: July 9, 2019
Author: Steven Casey
Link: https://www.forrester.com/report/Customer-Data-Platforms-Offer-A-Compelling-Solution-To-B2B-Data-Challenges/RES156575 (Note: Forrester subscription required)
The Forrester New Wave™: B2B Customer Data Platforms, Q2 2019
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.
Published by: Forrester
Publication date: June 17, 2019
Author: Steven Casey
Link: https://www.forrester.com/report/The-Forrester-New-Wave-B2B-Customer-Data-Platforms-Q2-2019/RES143852 (Note: Forrester subscription required)
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.”
Published by: Quadrant Knowledge Solutions
Publication date: May 13, 2019
Link: https://quadrant-solutions.com/market-research/market-outlook-customer-data-platforms-cdp-2019-2024-worldwide/ (Note: Paid report – purchase required)
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.
Published by: Forrester
Publication date: October 26, 2018
Authors: Joe Stanhope and Stephanie Liu
Link: https://www.forrester.com/report/For-B2C-Marketers-Customer-Data-Platforms-Overpromise-And-Underdeliver/RES143666 (Note: Forrester subscription required)
Understanding the “Data” in Customer Data Platforms (article)
This article from eMarketer cites data from surveys performed by The Relevancy Group and CDP Institute.
Published by: eMarketer
Publication date: August 17, 2018
Author: Ross Benes
Link: https://www.emarketer.com/content/customer-data-platforms-rely-heavily-on-crm-data
Make the Case for a Customer Data Platform (blog post)
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.
Published by: Gartner
Publication date: June 29, 2018
Author: Chris Pemberton
Link: https://www.gartner.com/en/marketing/insights/articles/make-the-case-for-a-customer-data-platform
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.”
Published by: Gartner
Publication date: June 27, 2018
Author: Benjamin Bloom
Link: https://www.gartner.com/en/documents/3880127/smart-hubs-and-dumb-spokes-a-new-approach-to-multichanne (Note: Gartner subscription required)
