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This Ovum Market Radar will examine the current customer data platform (CDP) market landscape in terms of its origins, key features and capabilities, trends and opportunities, and future predictions on how the category will evolve.


  • CDPs serve as the digital nervous system for real-time, personalized, multichannel marketing and customer engagement.

Features and Benefits

  • Defines the customer data platform market and outlines the complexities involved.
  • Summarizes the criteria of customer data platforms and recommends actions for technology adoption.

Key questions answered

  • What are the essential criteria that customer data platforms should posses for features and capabilities?
  • What does the future customer data platform market look like in terms of growth?

Table of contents


  • Recommendations for enterprises
  • Recommendations for vendors

Defining and exploring CDPs

  • Definition and characteristics
  • Key capabilities
  • Business value and applications

Market landscape and participants

  • Market origin and dynamics
  • Key trends in the CDP market
  • Future market development
  • Vendor landscape

Customer Data Platform vendors in the Ovum Market Radar

  • On the Radar: BlueConic
  • On the Radar: BlueVenn's Unify and Engage
  • On the Radar: Exponea
  • On the Radar: Manthan
  • On the Radar: NGDATA
  • On the Radar: Optimove
  • On the Radar: RedPoint Global

Enterprise software vendors launch CDPs

  • Adobe's Real-Time CDP
  • Oracle's CX Unity
  • Highlights
  • On the Radar: Salesforce Customer 360


  • Market Radar
  • Further reading
  • Author