What is a customer data platform (CDP)?

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Data is arguably one of the world’s most valuable resources. Most companies understand the need to collect customer data, but they must act on this information for it to be of any use. A customer data platform can help them start that journey.

While many organizations today are constantly trying to capture more customer data, they can also struggle to make sense of it. It can be challenging to understand customers across all touchpoints and lifecycles. CDPs give businesses the tools they need to overcome these obstacles.

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The customer data platform market was worth $3.5 billion in 2021 and could increase almost five-fold to $15.3 billion by 2026. Consequently, businesses have many CDP solutions to choose from. Some of the most popular options include Bloomreach, Insider, Segment, Totango, Emarsys and Tealium.