CDP Marketplace Demands

In conjunction with the CDP Institute, Brent Dreyer, Managing Partner of DataEM, created a FREE tool that asks a series of questions and generates a matching Vendor List and completes the draft of a corresponding RFP.  

The success of the CDP Vendor List / RFP Generator has yielded thousands of responses to various questions regarding the market's requirements and demands of CDP functionality. This information has been compiled herein, with anonymized results, respecting the privacy of the respondents. That being said, the marketplace demands that exposed here will offer valuable insights into the CDP industry for VENDORS, RESEARCHERS and PROSPECTS exploring the adoption of a CDP, or exploring the options for migration away from a current CDP.

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CDP Marketplace Insights

The sections below are hyperlinked to the market extracted data for the pertinent topics in the titles.

Click the title to jump to the section.

The demand for Customer Data Platforms (CDP)  has grown worldwide. Consequently, many CDP prospects have restrictive requirements of where the CDP vendor should be located. The illustration on this page displays the distribution of requests across four continental regions. This includes North America, Central - South America, Asia - Pacific, Europe - Middle East - Africa. 

The data in this section looks at the respondents industry as categorized across 12 top-level groupings. This includes, Consumer Goods, Education, Financial Services - Insurance, Government - Non-Profit, Healthcare, Media - Publishing, Manufacturing - Industrial, Other, Retail, Telecom - Utilities, Travel - Entertainment - Hospitality - Restaurant and Technology.

The data on this page illustrates the distribution of CDP demand across the Business to Business (B2C), Business to Consumer (B2C) and mixed B2B / B2C marketplace.

One of differentiating characteristics of a CDP is its ability to align communication across marketing channels. The data in this section illustrates the respondent's demand for a CDP application across multiple channels. The channels include CRM: Sales, Call Center, Customer Service, Display - Banner Advertising-DMP-Ad Networks, Email - Marketing Automation, E-Commerce - Website, Mobile Apps - IoT Devices, Print - Direct Mail, Retail - Point of Sale, Social Media Advertising, Telemarketing and Web CMS (Content Management System. 

This is a BIG question. Where are the respondents in the search process for a CDP.  Are they 'tire-kickers', or are they seriously in pursuit of implementing a CDP? The data in this section illustrates if our respondents are Actively looking at CDP solutions, Casually looking at CDP solutions, or Not interested, just building knowledge.

For data security and privacy reasons, some individuals in search of a CDP solution have the requirement of the hardware and software be on their premise, as opposed to being offered as a software as a service (SAAS), located in a cloud. The data in this section illustrates the distribution of those requirements from our respondents.

This question is even BIGGER then the question of seriousness.  What are our respondents willing or expecting to pay for a CDP?  The data in this section has been grouped in the following categories. Not Determined, Under $5,000/month, $5,000 to $10,000/ month, $10,000 to $25,000/ month, $25,000 to $50,000/month, $50,000 to $100,000/month or Over $100,000/month.

CDPs will have a varying degree of integration upon setup. Further, a CDP is not a 'set it and forget it'' solutions as it will require ongoing monitoring, management and modification. This question to our respondents pertains to the additional professional services required.  The data in this section illustrates the demand for Marketing program development and execution, Marketing strategy and planning, None required, Analytics and modeling, and Customer data management and system integration.

This section reviews the market demand for eight, high-level objectives required by a CDP. They include Deliver Messages (ESP; DMP; CMS; CRM; etc.), Campaign Lists (Email; Display; Social Inc. DMP), Real Time Interactions (Web Site; App; Call Center; Programmatic), Predictive / Recommendations /AI Classification, Extract; Unify & Expose Data; including Compliance, Omni Channel (Orchestrated Decisions), Analyze Data (Profile; Segment), and Identity Resolution/Unification. 

This section reviews the intent of CDP priorities at the highest level. The data illustrates a distribution of Expense Reduction, Awareness, Retention, Customer Value (Up Sell / Cross Sell) or Acquisition (Lead Generation - Conversion). 

Reference to use cases is an efficient and excellent means for individual to convey what they are expecting a CDP to do for them. Within this website, a CDP Periodic Table has been published to guide users through the explanation and selection of 52 different use cases. The same 52 use case categories were presented to our respondents for selection. The data illustrates a distribution of uses case selection, offering a good indication of marketplace's requirements for CDP performance.

This section is part of the GAP Analysis where the respondent is asked to select the features that they want (need) their CDP to provide. The data illustrates a distribution of Scheme-Free Data Load, Ingestion SDK, End-User Data Load, Cookie Management, Client-Build Data Load, Website Tag, Real-Time Data Load and Ingestion API selections.

This section is part of the GAP Analysis where the respondent is asked to select the features that they want (need) their CDP to provide. The data illustrates a distribution of Golden Record, Persistent Id and Probabilistic Match selections.

This section is part of the GAP Analysis where the respondent is asked to select the features that they want (need) their CDP to provide. The data illustrates a distribution of Automated Predictive , Direct Access and Manual Predictive selections.

This section is part of the GAP Analysis where the respondent is asked to select the features that they want (need) their CDP to provide. The data illustrates a distribution of Real-Time Access, Dynamic Content, Multi-Step Campaigns, Cross-Campaign Attribution, Real-Time Messages and Multi-Channel Campaigns selections.