Government regulations regarding privacy, the impending demise of third-party cookies, and the increasing demand for personalized experiences have propelled the widespread adoption of Customer Data Platforms (CDPs). Enterprises, recognizing the inherent value in their organizational data, are actively seeking solutions to amalgamate scattered organizational data from various sources to create a unified, comprehensive view of their customers.

As CDPs continue to evolve and mature, their strategic importance within the MarTech ecosystem grows exponentially. They now function as mission-critical platforms that consolidate and analyze data, as well as facilitate the execution and orchestration of multichannel campaigns. By seamlessly integrating with other marketing technologies, such as Customer Relationship Management (CRM) systems, email marketing platforms, and Content Management Systems (CMS), CDPs form the nucleus that powers an organization’s customer-centric initiatives.

In this report, we assess 26 technology providers featured on the Customer Data Platform (CDP) Products PEAK Matrix^® Assessment 2023. Each provider profile provides a comprehensive overview its key strengths and limitations and includes enterprise sourcing considerations. The research will help buyers select the right-fit technology provider for their needs, while technology providers will be able to benchmark themselves against the competition.

Scope

• All industries and geographies
• The assessment is based on Everest Group’s annual RFI process for the calendar year 2023, interactions with leading technology providers, client reference checks, and an ongoing analysis of the CDP market

Contents

In this report, we:

• Examine 26 CDP providers’ capabilities and offerings
• Position the providers on Everest Group’s PEAK Matrix^® framework as Leaders, Major Contenders, and Aspirants
• List providers’ key strengths and limitations

Membership(s)

Interactive Experience (IX) Services

Sourcing and Vendor Management