Proprietary & Confidential. © 2022, Everest Global, Inc.| EGR-2022-64-R-5260Emergence of CDPs: Charting the Path to Data-driven Personalization16DataAnalyticsCampaignDeliveryThese systems gather customer data from source systems, link data to customer identities, and store the results in a database available to external systemsThese systems provide data assembly plus analytical applications. The applications always include customer segmentation, ML, predictive modeling, revenue attribution, and journey mappingThese systems provide data assembly, analytics, and customer treatments. What distinguishes them from segmentation is that they can specify different treatments for different individuals within a segment.These systems provide data assembly, analytics, customer treatments, and message deliveryCompaniesSegmentWiselyFortellaSqweezelyReflektionDatoramaIgnitionOneNextGuestQubitmParticleCustoraTerminusUsermindStyleabsExponeaOptimoveZeotapCleverDataConjuraZylotechTreasure DataDynamic yieldSessionMZaiusCelebrusEveririseMIntigoAmperityMoosendEvergageNetcoreCapillaryAptaniaMeiroAmplitudeTealiumBoxeverLattice EnginesFour51Source:The CDP institute, Everest Group (2022)Enterprises are bundling different categories of CDPs from multiple vendors based on their expertise in data ingestion, analysis, and activationCDP category