Customer Data Platform (CDP) State of the Market 2024

The Customer Data Platform (CDP) landscape is swiftly evolving due to the growing demand for data-driven real-time personalization, loyalty, and engagement. This evolution has heightened the significance of CDP providers adapting their offerings to meet changing customer needs. CDPs are expanding beyond their initial marketing-centric role into sales, service, and support domains.

Many CDPs are now incorporating additional modules for CIAM, ECPM, loyalty, media activation, and behavioral intelligence, while some are even on the verge of transforming into Digital Experience Platforms (DXPs). This evolution provides enterprises with unprecedented options, including gen AI’s foray into the CDP landscape, enabling use cases that ease the lives of marketers. Additionally, there is a rising interest in custom CDP development, offering enterprises even more flexibility to address their data needs.

This report examines the primary drivers propelling the expansion of the CDP market and hones in on emerging market trends shaping the CDP landscape and influencing the future trajectory of this product category.