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MARTECH INTELLIGENCE REPORT:
Enterprise Customer
Data Platforms:
A Marketer’s Guide
FIRST EDITION
A MarTech Today Research Report
Prefers free-shipping offers
over 10% discounts.
More likely to convert when
retargeted via Facebook.
Opens 70% of email
marketing campaigns.
Expected to increase his
AOV via cross-selling.
Sadly, not a customer.
Translate Your Data into Growth
The Velocidi Private Customer Data Platform lets you collect real-time 1st
party data on customer behavior, and use it to run predictive models for
improving CLV, churn rates, MROI, and more. It runs behind your firewall,
deploying 1st party tags, so you can keep your audience data private
even when activating segments on DSPs and other channels.
Our team provides hands-on support to ensure a rapid and successful
deployment.
Own your data, own your growth.
www.velocidi.com
© 2018 Third Door Media, Inc. • http://martechtoday.com 1 Email: martechtoday@digitalmarketingdepot.com
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
© 2018 Third Door Media, Inc. • http://digitalmarketingdepot.com 2 Email: whitepapers@digitalmarketingdepot.com
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
© 2018 Third Door Media, Inc. • http://martechtoday.com 3 Email: martechtoday@digitalmarketingdepot.com
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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