Many marketers looking for a unique view of their customers turned to the Client Data Platforms (CDP), a sector that the Institut CDP ] the latest report (free, registration required) enjoys robust growth and is evolving with new capabilities.
Sustained growth of the CDP sector. The semiannual study, the fifth of the Institute, revealed a growth rate of 23% over the last six months for employment, suppliers and financing. This reflects an increase of 15 new suppliers, 1,256 new employees and additional funding of $ 317 million.
The head of the Institute, David Raab, stated by e-mail that "new businesses [were] were created recently and designed from the outset as CDP," Compared to older companies that were created "like something else and that have changed". The new generation of startups is smaller, less funded and distributed among the categories of access, analysis and campaign management.
Total revenues for 2018 out of 78 CDP suppliers reached $ 740 million, according to the report. He expects the sector to reach $ 1 billion this year.
Acquisitions, evolution of platforms. Although the signs of consolidation in this sector are still minimal, the report indicates what he called "the first two major acquisitions of CDP" in the second half of 2018.
In July, Salesforce bought marketing analytics. Datorama platform . It does not correspond to the literal definition of a CDP – it does not make identity resolution, for example – but Raab estimates that it is evolving towards a solution. In August, ARM Holdings, owner of ARM Semiconductors, purchased CDP Treasure Data as part of its announced intention to become a larger player in the Internet space. Objects.
Although it is insists that it does not provide CDP Salesforce begins to provide a more centralized golden master of customer data, as with the launch Customer 360 for B2C in September. In October, Oracle announced the launch of a " CDP-plus ", and a coalition of Adobe, Microsoft and SAP announced the creation of an Open Data Initiative initiative to provide a complete view of the customer experience in real time.
Definition and trends. The Institute defines CDP as "a packaged software that creates a persistent unified client database accessible to other systems". For marketers, the idea of CDP manifests itself inside other platforms and initiatives, offering many options and evolving towards best practices. to find out how centralized customer data should be processed.
On the other hand, other client data processing tools, such as CRM systems, use their own data, store them for a limited period of time, and include third-party data (such as Data Management Platforms), or interact directly with customers, such as Web Content Management.
According to the report, a clear trend is a long-term abandonment of CDP access only to data, whose work consists mainly of acquiring, resolving and managing customer data for each available resource. These types of CDP have fallen to 26% of the job share of the companies surveyed in the last six months, up from 53% at the end of 2016, although access providers remain the largest and most important the best funded.
CDP-based analysis includes access to data and continues to represent between one fifth and one quarter of the sector's employment share since the publication of reports. started at the end of 2016. But the CDP offering campaign tools, including both access and analysis, have seen the strongest growth since 2016, now representing 49 %, compared to 24% two years ago.
Why you should take care. According to Raab, the new report is based on the fact that it is "a still young and dynamic industry, which is testing many niche approaches and that no dominant model does not emerge. "
For marketers, the dynamism of the sector means that efforts to keep a gold record of customer data from all sources can be implemented in many stand-alone tools or in various components of existing platforms.
The growth of CDP with campaign tools, for example, indicates that marketers will increasingly have the choice to run campaigns in parallel with a central CDP-type data repository that can be used by other tools
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About the Author
Barry Levine covers the marketing technology of Third Door Media. Previously, he covered this space as a senior editor for VentureBeat, and he wrote on these technical topics, among others, for publications such as CMSWire and NewsFactor. He founded and managed the website / unit of PBS Thirteen / WNET; worked as a Senior Producer / Writer Online for Viacom; created a successful interactive game, PLAY IT BY EAR: The first CD game; founded and directed an independent film, CENTER SCREEN, based at Harvard and M.I.T .; and served for five years as a consultant to the M.I.T. Media Lab. You can find it on LinkedIn and Twitter on xBarryLevine.