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2022 Gartner® Market Guide for Customer Data Platforms

“Marketers’ frustration with disconnected customer data inspired a confusing spectrum of solutions from providers. Digital marketing leaders can use this guide to understand the customer data platform market before making further investments in managing customer data” Per Gartner®

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Gartner Market Guide for Customer Data Platforms Report by, Benjamin Bloom, Lizzy Foo Kune. Published 2 March 2022

Key Findings

  • “According to Gartner’s 2021 Cross-Functional Customer Data Survey, Just 14% of organizations achieve a 360-degree view of their customer. Among those who have achieved it, 44% of respondents say their 360-degree view is located in a customer data platform.”
  • “Organizations increasingly expect customer data platforms (CDPs) to support CX use cases that fall outside of marketing’s direct control, such as next best action for customer service or customer journey insights. “
  • “Only a handful of solutions support the account-level aggregations and ABM tactics and integrations required for facilitating B2B marketing orchestration. Solutions that address the variation and complexity in B2B data architectures and data processing often rely on proprietary firmographic or buyer intent data graphs.”

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