1、MARTECH INTELLIGENCE REPORTCUSTOMERDATAPLATFORMS:A MARKETERS GUIDE 2024 Third Door Media,Inc.2 https:/martech.orgMARTECH INTELLIGENCE REPORT:Customer Data Platforms:A Marketers GuideCustomer data platform market overview.4Figure 1:The global CDP market is expected to grow to$7.91 billion by 2028.4Co

2、nflicting adoption slowing,category satisfaction high.5Figure 2:A slowdown in the adoption of unified databases and CDPs?.5Figure 3:Organizations replace CDPs frequently.6Figure 4:A unified customer view is consistently seen as the most important benefit a CDP provides.6More devices,more privacy reg

3、ulations and higher expectations.7Figure 5:The average number of devices and connections per person in 2018 and 2023.7Figure 6:Customer journeys are fragmented,yet connected engagement is expected .8Figure 7:Personalization directly influences buying behavior across the customer life cycle.9The arti

4、ficial intelligence and machine learning boom.10Figure 8:Personalization is the most prevalent use case for AI in marketing.10Where we are now:Big martech cloud vendors added CDPs while funding and M&A slowed.11Headcount growth slows among CDP vendors.11Table 1:Select transactions involving CDPs tha

5、t are shaping the market.12The different flavors of CDP.13Table 2:Profiled vendors by CDP category.13The composable CDP.13CDP capabilities.14Marketer-oriented functionality and interface.14Data management.15Analytics and AI/ML.15Orchestration.15Data regulation compliance.16Third-party systems integr

6、ation.16B2B capabilities.16The emerging role of AI and machine learning.16Table 3:Capabilities of CDPs.12Table 4:Connections between CDPs and martech/adtech.12Choosing a CDP.18The benefits of using a CDP.18Pricing.18Steps for making an informed purchase.19Step one:Do you need a CDP?.19Step two:Ident