1 INTRODUCTION 19
1.1 OBJECTIVES OF THE STUDY 19
1.2 MARKET DEFINITION 19
1.2.1 INCLUSIONS AND EXCLUSIONS 19
1.3 MARKET SCOPE 20
1.3.1 MARKET SEGMENTATION 20
1.3.2 REGIONS COVERED 21
1.4 YEARS CONSIDERED FOR THE STUDY 21
1.5 CURRENCY CONSIDERED 22
1.6 STAKEHOLDERS 22

2 RESEARCH METHODOLOGY 23
2.1 RESEARCH DATA 23
2.1.1 SECONDARY DATA 24
2.1.2 PRIMARY DATA 24
2.1.2.1 Breakup of primary profiles 25
2.2 MARKET BREAKUP AND DATA TRIANGULATION 26
2.3 KEY INDUSTRY INSIGHTS 27
2.4 MARKET SIZE ESTIMATION 28
2.4.1 TOP-DOWN APPROACH 32
2.4.2 BOTTOM-UP APPROACH 33
2.5 MARKET FORECAST 33
2.6 MICROQUADRANT RESEARCH METHODOLOGY 34
2.6.1 VENDOR INCLUSION CRITERIA 34
2.7 RESEARCH ASSUMPTIONS 35
2.8 LIMITATIONS OF THE STUDY 36

3 EXECUTIVE SUMMARY 37

4 PREMIUM INSIGHTS 41
4.1 ATTRACTIVE MARKET OPPORTUNITIES IN THE CUSTOMER DATA PLATFORM MARKET 41
4.2 CUSTOMER DATA PLATFORM MARKET: TOP 3 APPLICATIONS 42
4.3 CUSTOMER DATA PLATFORM MARKET, BY REGION 42
4.4 CUSTOMER DATA PLATFORM MARKET IN NORTH AMERICA, BY APPLICATION AND INDUSTRY VERTICAL 43
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5 MARKET OVERVIEW AND INDUSTRY TRENDS 44
5.1 INTRODUCTION 44
5.2 MARKET DYNAMICS 44
5.2.1 DRIVERS 45
5.2.1.1 Increasing spending on marketing and advertising activities by enterprises 45
5.2.1.2 Changing landscape of customer intelligence 45
5.2.1.3 Proliferation of customer channels 45
5.2.2 RESTRAINTS 45
5.2.2.1 Data privacy laws and protection of customer data are critical for CDP adoption 45
5.2.3 OPPORTUNITIES 46
5.2.3.1 Automated smart machines to drive customer experience 46
5.2.3.2 Increasing investment and funding in CDP startups 46
5.2.4 CHALLENGES 46
5.2.4.1 Longer time required for creating marketing campaigns 46
5.2.4.2 Confusion around what CDP can and should do 47
5.3 INDUSTRY TRENDS 47
5.3.1 USE CASES 47
5.3.1.1 Use case: To understand an increasingly diverse customer base across industries 47
5.3.1.2 Use case: To drive a highly personalized account-based marketing campaign 48
5.3.1.3 Use case: To close more valuable deals quickly 48
5.3.1.4 Use case: To increase pipeline quality, conversion rates and win rates 49
5.4 REGULATORY IMPLICATIONS 49
5.4.1 GENERAL DATA PROTECTION REGULATION 49
5.4.2 GOVERNANCE, RISK, AND COMPLIANCE 50
5.4.3 EUROPEAN UNION DATA PROTECTION REGULATION 50
5.4.4 CAN-SPAM ACT 50
5.4.5 EPRIVACY REGULATION 50
5.4.6 SOC 2 TYPE 2 COMPLIANCE 50
5.4.7 CALIFORNIA CONSUMER PRIVACY ACT 50
5.5 FUTURE OUTLOOK 51
5.5.1 COMPETITIVE BENCHMARKING 53
5.6 CUSTOMER DATA PLATFORM ARCHITECTURE 54

6 CUSTOMER DATA PLATFORM MARKET, BY COMPONENT 56
6.1 INTRODUCTION 57
6.1.1 COMPONENT: CUSTOMER DATA PLATFORM MARKET DRIVERS 57
6.2 PLATFORM 59
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6.3 SERVICES 60
6.3.1 CONSULTING SERVICES 61
6.3.1.1 Support and maintenance 62

7 CUSTOMER DATA PLATFORM MARKET, BY DEPLOYMENT MODE 63
7.1 INTRODUCTION 64
7.1.1 DEPLOYMENT MODE: CUSTOMER DATA PLATFORM MARKET DRIVERS 64
7.2 CLOUD 65
7.3 ON-PREMISES 66

8 CUSTOMER DATA PLATFORM MARKET, BY ORGANIZATION SIZE 67
8.1 INTRODUCTION 68
8.1.1 ORGANIZATION SIZE: CUSTOMER DATA PLATFORM MARKET DRIVERS 68
8.2 SMALL AND MEDIUM-SIZED ENTERPRISES 69
8.3 LARGE ENTERPRISES 70

9 CUSTOMER DATA PLATFORM MARKET, BY APPLICATION 71
9.1 INTRODUCTION 72
9.1.1 APPLICATION: CUSTOMER DATA PLATFORM MARKET DRIVERS 72
9.2 PERSONALIZED RECOMMENDATIONS 73
9.3 PREDICTIVE ANALYTICS 74
9.4 CUSTOMER ENGAGEMENT AND RETENTION 75
9.5 MARKETING DATA SEGMENTATION 76
9.6 SECURITY MANAGEMENT 77
9.7 OTHERS 78

10 CUSTOMER DATA PLATFORM MARKET, BY INDUSTRY VERTICAL 79
10.1 INTRODUCTION 80
10.1.1 INDUSTRY VERTICAL: CUSTOMER DATA PLATFORM MARKET DRIVERS 80
10.2 BANKING, FINANCIAL SERVICES, AND INSURANCE 82
10.3 RETAIL AND ECOMMERCE 83
10.4 MEDIA AND ENTERTAINMENT 84
10.5 TRAVEL AND HOSPITALITY 85
10.6 TELECOM AND IT 86
10.7 HEALTHCARE 87
10.8 OTHER INDUSTRY VERTICALS 88
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11 CUSTOMER DATA PLATFORM MARKET, BY CAPABILITY 90
11.1 INTRODUCTION 90
11.2 OPEN ACCESS 90
11.3 REAL-TIME ANALYTICS 90
11.4 AUDIENCE MANAGEMENT 91
11.5 IDENTITY MANAGEMENT 91

12 CUSTOMER DATA PLATFORM MARKET, BY REGION 92
12.1 INTRODUCTION 93
12.2 NORTH AMERICA 95
12.2.1 NORTH AMERICA: CUSTOMER DATA PLATFORM MARKET DRIVERS 95
12.2.2 UNITED STATES 100
12.2.3 CANADA 103
12.3 EUROPE 106
12.3.1 EUROPE: CUSTOMER DATA PLATFORM MARKET DRIVERS 106
12.3.2 UNITED KINGDOM 110
12.3.3 GERMANY 112
12.3.4 FRANCE 114
12.3.5 REST OF EUROPE 116
12.4 ASIA PACIFIC 116
12.4.1 ASIA PACIFIC: CUSTOMER DATA PLATFORM MARKET DRIVERS 116
12.4.2 CHINA 121
12.4.3 JAPAN 123
12.4.4 INDIA 125
12.4.5 REST OF ASIA PACIFIC 127
12.5 MIDDLE EAST AND AFRICA 127
12.5.1 MIDDLE EAST AND AFRICA: CUSTOMER DATA PLATFORM MARKET DRIVERS 128
12.5.2 MIDDLE EAST 131
12.5.3 AFRICA 131
12.6 LATIN AMERICA 132
12.6.1 LATIN AMERICA: CUSTOMER DATA PLATFORM MARKET DRIVERS 132
12.6.2 BRAZIL 135
12.6.3 MEXICO 136
12.6.4 REST OF LATIN AMERICA 136
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13 COMPETITIVE LANDSCAPE 137
13.1 INTRODUCTION 137
13.2 STARTUP MICROQUADRANT OVERVIEW 137
13.2.1 PROGRESSIVE COMPANIES 137
13.2.2 RESPONSIVE COMPANIES 137
13.2.3 DYNAMIC COMPANIES 137
13.2.4 STARTING BLOCKS 137

14 COMPANY PROFILES 139
14.1 INTRODUCTION 139
(Business overview, Platforms and Services offered, Recent developments & SWOT analysis)*
14.2 ORACLE 139
14.3 SAP 143
14.4 ADOBE 147
14.5 SALESFORCE 150
14.6 MICROSOFT 153
14.7 SAS INSTITUTE 156
14.8 TERADATA 158
14.9 NICE 160
14.10 DUN & BRADSTREET 164
14.11 LEADSPACE 166
14.12 ZYLOTECH 169
14.13 BLUEVENN 170
14.14 CALIBERMIND 172
14.15 CELEBRUS (D4T4 SOLUTIONS) 175
14.16 TEALIUM 177
14.17 AGILONE 179
14.18 BLUECONIC 182
14.19 LYTICS 183
14.20 IGNITIONONE 184
14.21 AMPERITY 185
*Details on Business overview, Platforms and Services offered, Recent developments & SWOT analysis might not be captured in case of unlisted companies.
14.22 RIGHT TO WIN 186

15 APPENDIX 188
15.1 DISCUSSION GUIDE 188
15.2 KNOWLEDGE STORE 192
15.3 AVAILABLE CUSTOMIZATION 194
15.4 RELATED REPORTS 194
15.5 AUTHOR DETAILS 195