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1、MARTECH INTELLIGENCE REPORTS I X T H E D I T I O NCUSTOMER DATAPLATFORMS:A MARKETERS GUIDE 2023 Third Door Media,Inc.2 https:/martech.orgMARTECH INTELLIGENCE REPORT:Customer Data Platforms:A Marketers GuideCustomer data platform market overview.4Figure 1:CDPs are high martech priorities.4Table 1:Est

2、imates of the market penetration of CDPs are inconsistent.5Figure 2:Expectations for CDP market growth.5More devices,fragmented interactions,high expectations,privacy regulations and an all-digital environment.6Figure 3:Customer journeys are fragmented,yet connected engagement is expected.6Figure 4:

3、Personalization directly influences buying behavior across the customer life cycle.7Figure 5:Personalization pays off.8Where we are now:Investment continues;giants take notice;headwinds developing.9Big names in the CDP space Adobe,Microsoft,Oracle,Salesforce and SAP.9Investment,consolidation and int

4、egration.9Figure 6:CDPs attracting more funding and more talent.9Table 2:Recent financial transactions involving CDPs.10A CDP is not a CRM,DMP or marketing automation platform.11Table 3:How CDPs differ from other marketing technology systems.11The different flavors of CDP.12The composable CDP.12CDP

5、capabilities.13Figure 10:Capabilities of CDP vendors profiled.14Marketer-oriented functionality and interface.15Data management.15Analytics and AI/ML.15Orchestration.15Data regulation compliance.16Third-party systems integration.16B2B capabilities.16Choosing a CDP.17The benefits of using a CDP.17Pri

6、cing.17Steps for making an informed purchase.18Step One:Do you need a CDP?.18Step Two:Identify and contact appropriate vendors.19Step Three:Scheduling the demo.20Step Four:Check references,negotiate a contract.21Conclusion.22Vendor profiles.23Acquia CDP.23ActionIQ.26Adobe Real-Time CDP.30Algonomy.33