CDPCustomerDataPlatformBuyersGuide

CDP

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MARTECH INTELLIGENCE REPORT:

Enterprise Customer

Data Platforms:

A Marketer’s Guide

FIRST EDITION

A MarTech Today Research Report

MARTECH INTELLIGENCE REPORT:

Enterprise Customer Data Platforms: A Marketer’s Guide

Table of Contents

Scope and methodology ................................................................................................................. 2

CDP market overview ....................................................................................................................... 3

Table 1: The leading obstacles to marketing success .............................................................. 3

A CDP is not a CRM, DMP or marketing automation platform .................................................... 4

Table 2: How CDPs differ from other martech systems ........................................................... 4

Venture capital ﬂows to crowded CDP market ............................................................................. 5

CDP capabilities ............................................................................................................................... 5

Data management ........................................................................................................................ 6

Analytics ....................................................................................................................................... 6

Orchestration ................................................................................................................................ 6

Data regulation compliance ......................................................................................................... 6

Third-party systems integration .................................................................................................... 7

Choosing a CDP ............................................................................................................................... 7

The beneﬁts of using a CDP ......................................................................................................... 7

Table 3: Select CDP capabilities .............................................................................................. 8

Pricing ........................................................................................................................................... 9

Recommended steps to making an informed purchase ................................................................ 9

Step One: Do you need a CDP? .................................................................................................. 9

Step Two: Identify and contact appropriate vendors ................................................................... 11

Step Three: Scheduling the demo ................................................................................................ 11

Step Four: Check references, negotiate a contract ...................................................................... 12

Conclusion ........................................................................................................................................ 13

Vendor proﬁles ................................................................................................................................ 14

ActionIQ ....................................................................................................................................... 14

AgilOne ........................................................................................................................................ 16

Amperity ....................................................................................................................................... 18

Ascent360 ..................................................................................................................................... 20

BlueConic ..................................................................................................................................... 22

BlueVenn ...................................................................................................................................... 24

Datorama ...................................................................................................................................... 26

Ensighten ...................................................................................................................................... 28

Evergage ...................................................................................................................................... 30

Lytics .............................................................................................................................................. 32

mParticle ....................................................................................................................................... 34

QuickPivot .................................................................................................................................... 36

Segment ....................................................................................................................................... 38

SessionM ...................................................................................................................................... 40

Tealium .......................................................................................................................................... 42

Treasure Data ................................................................................................................................ 44

Velocidi ......................................................................................................................................... 46

Zaius ............................................................................................................................................. 48

Zylotech ........................................................................................................................................ 50

Resources ......................................................................................................................................... 52

MARTECH INTELLIGENCE REPORT:

Enterprise Customer Data Platforms: A Marketer’s Guide

Scope and methodology

This report examines the current market for enterprise customer data platforms (CDPs) and

the considerations involved in implementing the software. This report answers the following

questions:

• What trends are driving the adoption of CDPs?

• Who are the leading CDP vendors?

• What features do CDP vendors provide?

• Does my company need a CDP?

• How much does a CDP cost?

For the purposes of this report, a CDP is deﬁned as a marketer-managed system designed to

collect customer data from all sources, normalize it and build unique, uniﬁed proﬁles of each

individual customer. The result is a persistent, uniﬁed customer database that shares data

with other martech systems. (Sources: CDP Institute and LUMA.)

If you are considering licensing a CDP, this report will help you decide. The report includes

industry statistics, market trends and recommended steps for making an informed purchase

decision. It also includes 19 vendor proﬁles. This report is not a recommendation of any

particular CDP or company and is not meant to be an endorsement of any particular

product, service or vendor.

The vendors proﬁled in this report were selected based on their roles as CDP leaders or their

entire revenue comes from CDP technology and services. The focus of this report is CDPs

that are available as stand-alone services, and not embedded in a larger cloud application or

part of a larger agency service offering.

The report was prepared by conducting interviews with leading vendors and industry

experts. Interviews took place in June and July 2018. These, in addition to third-party

research, form the basis for this report.

August 2018

Editorial Advisor:

David Raab, Founder, CDP Institute

Research/Writers:

Karen Burka, Senior Research Consultant, Third Door Media

Brian Kelly, Principal, Candlewood Creative

Editor:

Claire Schoen, Director, Marketing Services Content, Third Door Media

MARTECH INTELLIGENCE REPORT:

Enterprise Customer Data Platforms: A Marketer’s Guide

CDP market overview

The customer data platform (CDP) market is expected to generate $1 billion in revenue by

2019, according to the CDP Institute, as both employment and the number of CDP vendors

doubled in 2017. Driving growth is a perfect storm of increasing complexity in the customer

journey, the martech stack and data governance.

Gartner predicts that the average US adult will own more than six smart devices by 2020,

making cross-device IDs and identity resolution – the ability to consolidate disparate sets of

data into an individual proﬁle – a critical need for marketing effectiveness. As the number of

touchpoints in the customer journey expands, CDPs allow marketers to break down ﬁrst-party

customer data silos to unify and normalize contact information.

Almost half of marketing executives say they are responsible for enterprise marketing

technologies, and nearly one quarter manage their martech platforms independently from IT,

according to the CDP Institute. With marketers exercising more control over technology, there

is more focus on adopting marketing-centric solutions.

Enter the CDP – a platform designed for marketer use – to streamline the ﬂow of customer

data throughout the martech stack and create a single view of the customer, which remains the

leading obstacle to marketing success (see Table 1).

Table 1: The leading obstacles to marketing success

32%

34%

39%

49%

58%

0% 10% 20% 30% 40% 50% 60% 70%

Martech staff training

Overall budget

Martech budget

Collaboration outside marketing

Single customer view

Source: Best Practices in Building a Uniﬁed Customer Database, CDP Institute

Customer data security and governance have also leapt to the forefront of marketer concerns,

as the alphabet soup of data regulations – from HIPAA (Health Insurance Portability and

Accountability) to HITECH (Health Information Technology for Economic and Clinical Health)

to GDPR (General Data Protection Regulation) and CASL (Canada Anti-Spam Legislation) –

continues to grow. CDP vendors provide strong data governance protocols that are certiﬁed

by third-party organizations to ensure compliance with these types of regulations, as well as

other data security standards. For example, many CDP vendors are SOC (Service Organization

Control), SSAE (Statement on Standards for Attestation Engagements) and/or ISO

(International Standards Organization) certiﬁed. These audits conﬁrm best practices around

internal processes, data management, data privacy and security.

As the number of

touchpoints in the

customer journey

expands, CDPs

allow marketers to

break down ﬁrst-

party customer data

silos to unify and

normalize contact

information.

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