Customer Data Platforms: Market Forecasts, Business Strategies & Country Readiness Index 2023-2028

Description

REPORT OVERVIEW

Juniper Research's latest “Customer Data Platforms ” market research provides essential reading into how these platforms will unify customer databases to impact the wider digital communications ecosystem and improve customer loyalty, through a collation of first-party data. Specifically, this research suite comprises strategic recommendations for key stakeholders in the market, including enterprises, CDP (Customer Data Platform) vendors and CPaaS (Communications Platform-as-a-Service) platforms on which regions and technologies to target, and how. This report also includes a comprehensive analysis on the future deployment of the customer data platforms market services and their market trajectory, with specific recommendations on how to maximise this growth.

Furthermore, this bespoke research includes Juniper Research's new Country Readiness Index which provides a thorough assessment on the regional opportunities for the customer data platform market usage, split specifically by 60 key countries over the forecast period. To supplement this, this Country Readiness Index leverages bespoke 5-year forecasts that include total mobile messaging traffic, average revenue per user, digital maturity status, and future revenue growth.

These supplemented five-year forecasts also include market splits for a number of key market segments including:

Banking & Finance
Healthcare
Media & Entertainment
Retail & eCommerce
Telecommunications

Juniper Research's Competitor Leaderboard, featuring an in depth evaluation of 14 major customer data platform providers, uses a combination of quantitative and qualitative scoring criteria to provide vendor positioning for the market's leading players.

In addition, Juniper Research also comprises an assessment of the most effective future business strategies to security return on investment for vendors. These include:

Buying versus Building Customer Data Platform Solutions
Identity Management
Integration with CPaaS Platforms
Preparing for a Cookie-less World
Privacy Concerns to Impact Adoption

This research suite includes:

Market Trends & Strategies (PDF)
Competitor Leaderboard (PDF)
Data & Forecasting (PDF)
5-year Market Sizing & Forecast Spreadsheet (Excel)
12 Months' Access to harvest Online Data Platform

KEY FEATURES

Future Business Strategies: The report comprehensively assesses the effectiveness of future business strategies to secure a return on investment for customer data platform vendors. Specifically, it focused on the following strategies:
- Buying versus Building Customer Data Platform Solutions
- Identity Management
- Integration with CPaaS Platforms
- Preparing for a Cookie-less World
- Privacy Concerns to Impact Adoption

Country Readiness Index: Comprehensive coverage featuring country-level market analysis on the future of the market in a select 60 countries split by 8 key regions; thoroughly analysing each country's potential success in the customer data platforms market, with recommendations for future growth, paired with supplementary 5-year forecast data.

Juniper Research Competitor Leaderboard: This competitive landscape will provide key player capability and capacity assessment for 14 customer data platform service providers; positioning them as either an established leader, leading challenger, or disruptor and challenger. Our Competitor Leaderboard scores these companies on a number of criteria, including their size of operations in the space, their extent and breadth of market partnerships, sophistication of their platforms, and Juniper Research's view on each company's innovation and future business prospects. The companies included in Juniper Research's Customer Data Platform Competitor Leaderboard are:
- Adobe
- Amperity
- BlueConic
- CM.com
- Comviva
- Infobip
- LINK Mobility
- mParticle
- Oracle
- Route Mobile
- Salesforce
- SAP
- Tealium Inc.
- Twilio

Benchmark Industry Forecasts: 5-year forecasts are provided for the market growth of customer data platform revenue, the investment opportunity of deploying customer data platforms across a range of key industries (including banking & finance, retail & eCommerce, media & entertainment, telecommunications, and healthcare), and the additional consumer spend generated by the use of these platforms across multiple communication channels, including mobile messaging and social media. Metrics are split by our 8 key forecast regions and the 60 countries listed below:

North America:
- Canada, US

Latin America:
- Argentina, Brazil, Chile, Colombia, Ecuador, Mexico, Peru, Uruguay

West Europe:
- Austria, Belgium, Denmark, Finland, France, Germany, Greece, Ireland, Italy, Netherlands, Norway, Portugal, Spain, Sweden, Switzerland, UK

Central & East Europe:
- Croatia, Czech Republic, Hungary, Poland, Romania, Russia, Turkey, Ukraine

Far East & China:
- China, Hong Kong, Japan, South Korea

Indian Subcontinent:
- Bangladesh, India, Nepal, Pakistan

Rest of Asia Pacific:
- Australia, Indonesia, Malaysia, New Zealand, Philippines, Singapore, Thailand, Vietnam

Africa & Middle East:
- Algeria, Egypt, Israel, Kenya, Kuwait, Nigeria, Qatar, Saudi Arabia, South Africa, United Arab Emirates

KEY QUESTIONS ANSWERED

1. How can CPaaS platforms benefit from using customer data platforms over the forecast period?

2. What are the key business strategies to assure customer data platform revenue over the next 5 years?

3. What will the value of the customer data platforms market be by 2028?

4. Which region will provide the biggest revenue opportunity for customer data platform providers in 2028?

5. Who are the leading customer data platform providers in 2023?

COMPANIES REFERENCED

Interviewed: CM.com, Comviva, Infobip, LINK Mobility, Tealium.

Included in Juniper Research Competitor Leaderboard: Adobe, Amperity, BlueConic, CM.com, Comviva, Infobip, LINK Mobility, mParticle, Oracle, Route Mobile, Salesforce, SAP, Tealium, Twilio.

Mentioned: Meta, OpenAI.

DATA & INTERACTIVE FORECAST

Our comprehensive data and interactive forecasts provide a market-leading analysis on the future of the customer data platform ecosystem. It assesses the impact of the use of customer data platforms across a number of communications channels and industries, such as the following:

Customer Data Platforms Market, including:
- Total Number of Mobile Subscribers
- Average Customer Data Platforms per Mobile Subscribers
- Total Customer Data Platform Revenue

Market Split for the Proportion of Revenue Attributable to Specific Industries, also supplied for the following markets:
- Banking & Finance
- Healthcare
- Media & Entertainment
- Retail & eCommerce
- Telecommunications

Customer Data Platform Consumer Spend, split by communication channel, including:

Mobile Messaging
- Total A2P Mobile Messaging Traffic
- Total A2P Mobile Messaging Traffic That Is Promotional
- Total A2P Promotional Mobile Messaging Traffic That Leads to a Conversion Without Customer Data Platforms
- Total Consumer Spend Without Customer Data Platforms via Mobile Messaging Channels
- Total A2P Mobile Messaging Traffic That Leads to a Conversion with Customer Data Platforms
- Total Spend with the Use of CDPs via Mobile Messaging Channels
- Total Additional Consumer Spend Generated through the Use of Customer Data Platforms over Mobile Messaging Channels

Social Media
- Total Number of Social Media Users
- Total Number of Social Media Posts Displayed
- Total Social Media Posts That Are Promotional
- Total Social Media Posts That Lead to a Conversion without a Customer Data Platform
- Total Consumer Spend without Customer Data Platforms via Social Media Channels
- Total Social Media Posts That Lead to a Conversion with Customer Data Platforms
- Total Spend with the Use of Customer Data Platforms via Social Media Channels
- Total Additional Consumer Spend Generated through the Use of Customer Data Platforms over Social Media Channels

Geographical splits: 60 countries
Number of tables: 50 tables
Number of datapoints: Over 22,800 datapoints

harvest: Our online data platform, harvest, contains the very latest market data and is updated throughout the year. This is a fully featured platform enabling clients to better understand key data trends and manipulate charts and tables; overlaying different forecasts within the one chart - using the comparison tool. Empower your business with our market intelligence centre, and receive alerts whenever your data is updated.

Interactive Excels (IFxl): Our IFxl tool enables clients to manipulate both forecast data and charts, within an Excel environment, to test their own assumptions using the interactive scenario tool and compare selected markets side by side in customised charts and tables. IFxls greatly increase a client's ability to both understand a particular market and to integrate their own views into the model.

FORECAST SUMMARY

Juniper Research, the foremost experts in mobile messaging, has identified the two leading markets driving CDP adoption this year. These are:

Retail
Digital Media Enterprises

Together, they will account for $1.5 billion of global spend in 2023, exceeding 70% of the global market value. Juniper Research forecast that this will rise to $5.2 billion by 2028.

The increasing integration of CDPs, which identify users and their preferences, into CPaaS (Communication Platforms-as-a-Service) platforms, will enable enterprise users to provide personalised services, such as content recommendations and upselling opportunities.

CDPs have historically been positioned as additional services that sit alongside CPaaS platforms, however the report urged CPaaS vendors to fully integrate CDPs into their platforms. This will enable enterprises to centralise the management of outbound communications and marketing campaigns, and thus increase return on messaging spend.

Enterprises will not be able to fully realise the benefits of a CDP unless it has full access to user traffic data provided by the CPaaS platforms. The retail and media spaces are prime examples, as CDPs provide targeted communication and personalised recommendations; a key differentiator in these highly competitive markets.

If a CPaaS platform chooses to buy a pre-built CDP solution, it is unlikely that this solution will be able to meet all business requirements as each CPaaS platform has unique data inputs. Instead, the report recommended that CPaaS players build their own bespoke CDP solution to ensure that it can adhere to the exact specifications of the CPaaS platform. However, the bulk of investment when developing a CDP will be in data collections from multiple channels in real-time to ensure the CDP provides maximum value to enterprise users.

Market Trends & Strategies

1. Key Takeaways & Strategic Recommendations

1.1 Key Takeaways
1.2 Strategic Recommendations

2. Future Market Outlook for CDPs

2.1 Introduction & Definitions
2.2 Current Market Outlook
- Table 2.1: The History of CDPs
- Figure 2.2: Total Additional Consumer Spend Generated through the Use of CDPs ($m), Split by 8 Key regions, 2023-2028
- 2.2.1 CDP Value Chain
  - Figure 2.3: CDP Value Chain
2.3 Future Market Outlook
- Figure 2.4: Total CDP Platform Revenue in 2028 ($m), Split by 8 Key Regions
- i. Market Segment Analysis
  - Figure 2.5: Total CDP Platform Revenue in 2028 ($m), Split by 5 Key Verticals
  - Figure 2.6: Share of CDP Platform Revenue in 2023 (%), Split by 5 Key Markets
- ii. Digital Maturity
  - Figure 2.7: Top 10 Countries with the Highest Digital Maturity in 2023
  - Figure 2.8: Map Showing Digital Maturity by 60 Select Countries in 2023
- 2.3.2 Hyper-personalisation
- 2.3.3 Unified Data Sources
- 2.3.4 Real-time Analysis

3. Country Readiness Index

3.1 CDP Country Readiness Analysis
- Figure 3.1: Juniper Research's 8 Key Regions Definition
- Table 3.2: Juniper Research CDP Country Readiness Index: Scoring Criteria
- Figure 3.3: Juniper Research Country Readiness Index - Customer Data Platforms
- Figure 3.4: Juniper Research's Competitive Web: CDP Regional Opportunities
3.2 CDP Regional Analysis
- 3.2.1 North America
  - Figure 3.5: Total CDP Platform Revenue in North America ($m), Split by 2 Key Countries, 2023-2028
- 3.2.2 Latin America
  - Figure 3.6: Total CDP Platform Revenue in Latin America ($m), Split by 5 Key Verticals, 2023-2028
  - Figure 3.7: Proportion of Smartphone Users Leveraging OTT Messaging Services in Latin America (%), Split by 8 Key Countries, 2023-2027
- 3.2.3 West Europe
  - Figure 3.8: Total CDP Platform Revenue in West Europe in 2023 ($m), Split by 7 Key Countries
  - Table 3.9: Digital Maturity Levels of Select Countries in West Europe in 2023: Heatmap
- 3.2.4 Central & East Europe
  - Figure 3.10: Total Additional Consumer Spend Generated through the Use of CDPs in Central & East Europe ($m), Split by 8 Key Countries, 2023-2028
  - Figure 3.11: Total Number of Social Media Users in Central & East Europe (m), 2023-2028
- 3.2.5 Far & East China
  - Table 3.12: Most Popular OTT Messaging Applications in Far East & China, Split by Country, 2023
  - Figure 3.13: Total Additional Consumer Spend Generated through the Use of CDPs in Far East & China ($m), Split by 4 Key Countries, 2023-2028
- 3.2.6 Indian Subcontinent
  - Figure 3.14: Total CDP Platform Revenue in 2028 ($m), Split by 8 Key Regions
- 3.2.7 Rest of Asia Pacific
  - Figure 3.15: Total CDP Platform Revenue in Rest of Asia Pacific ($m), Split by 8 Key Countries, 2023-2028
- 3.2.8 Africa & Middle East
  - Figure 3.16: Smartphone Penetration Rate (%), Split by 8 Key Regions, 2023-2028
  - Figure 3.17: Total CDP Platform Revenue in Africa & Middle East ($m), Split by Key Countries in 2028
- 3.2.9 CDP Country Opportunities: Heatmap Analysis
  - Table 3.18: Juniper Research's Country Readiness Index: North America
  - Table 3.19: Juniper Research's Country Readiness Index: Latin America
  - Table 3.20: Juniper Research's Country Readiness Index: West Europe
  - Table 3.21: Juniper Research's Country Readiness Index: Central & East Europe
  - Table 3.22: Juniper Research's Country Readiness Index: Far East & China
  - Table 3.23: Juniper Research's Country Readiness Index: Indian Subcontinent
  - Table 3.24: Juniper Research's Country Readiness Index: Rest of Asia Pacific
  - Table 3.25: Juniper Research's Country Readiness Index: Africa & Middle East

4. Future Business Strategies & Security ROI

4.1 Customer Data Platforms: Future Business Strategies & ROI
- Figure 4.1: The Value Proposition of CDPs
- 4.1.1 Integration with CPaaS Platforms
  - Figure 4.2: Total CPaaS Traffic Revenue in 2024 ($20.3m), Split by 8 Key Regions
  - Figure 4.3: Total Number of Rich Media Messaging Subscribers in 2023 (m), Split by 2 Key Channels
  - Figure 4.4: Smartphone Penetration in 2023 (%), Split by 8 Key Regions
  - i. ChatGPT
- 4.1.2 Build Versus Buy
  - Table 4.5: Comparative Analysis between Composable and Bundled CDPs
- 4.1.3 Identity Management
- 4.1.4 Privacy Concerns to Impact CDP Adoption
  - Table 4.6: Data Protection Regulations Definitions
  - Figure 4.7: Global Landscape of Key Data Protection Regulations
- 4.1.5 Preparing for a Cookie-less World

Competitor Leaderboard

1. Juniper Research Competitor Leaderboard

1.1 Why Read this Report
- Table 1.1: Juniper Research's Competitor Leaderboard: Customer Data Platform Vendors & Product Portfolio
- Figure 1.2: Juniper Research Competitor Leaderboard: Customer Data Platforms
- Table 1.3: Juniper Research Competitor Leaderboard: Customer Data Platform Vendors & Positioning
- Table 1.4: Juniper Research Competitor Leaderboard Heatmap: Customer Data Platforms

2. Vendor Profiles

2.1 Vendor Profiles
- 2.1.1 Adobe
  - i. Corporate Information
    - Table 2.1: Adobe Acquisitions 2020 - Present
  - ii. Geographical Spread
  - iii. Key Clients & Strategic Partnerships
  - iv. High - level View of Offerings
    - Figure 2.2: Adobe's Experience Cloud Portfolio
  - v. Juniper Research's View: Key Strengths & Strategic Recommendations
- 2.1.2 Amperity
  - i. Corporate Information
  - ii. Geographical Spread
  - iii. Key Clients & Strategic Partnerships
  - iv. High - level View of Offerings
  - v. Juniper Research's View: Key Strengths & Strategic Recommendations
- 2.1.3 BlueConic
  - i. Corporate Information
  - ii. Geographical Spread
  - iii. Key Clients & Strategic Partnerships
  - iv. High - level View of Offerings
  - v. Juniper Research's View: Key Strengths & Strategic Recommendations
- 2.1.4 CM.com
  - i. Corporate Information
    - Table 2.3: CM.com's Select Financial Information 2019 - 2022
  - ii. Geographical Spread
  - iii. Key Clients & Strategic Partnerships
  - iv. High - level View of Offerings
    - Figure 2.4: CM.com's Conversational Commerce Software Suite
  - v. Juniper Research's View: Key Strengths & Strategic Recommendations
- 2.1.5 Comviva
  - i. Corporate Information
  - ii. Geographical Spread
  - iii. Key Clients & Strategic Partnerships
  - iv. High - level View of Offerings
  - v. Juniper Research's View: Key Strengths & Strategic Recommendations
- 2.1.6 Infobip
  - i. Corporate Information
    - Table 2.5: Infobip's Select Financial Information, 2019 - 2021
  - ii. Geographical Spread
  - iii. Key Clients & Strategic Partnerships
  - iv. High - level View of Offerings
    - Figure 2.6: Infobip's Omnichannel Engagement Platform
  - v. Juniper Research's View: Key Strengths & Strategic Recommendations
- 2.1.7 LINK Mobility
  - i. Corporate Information
    - Figure 2.7: LINK Mobility Select Financial Information, 2019 - 2022
  - ii. Geographical Spread
  - iii. Key Clients & Strategic Partnerships
  - iv. High - level View of Offerings
  - v. Juniper Research's View: Key Strengths & Strategic Recommendations
- 2.1.8 mParticle
  - i. Corporate Information
  - ii. Geographical Spread
  - iii. Key Clients & Strategic Partnerships
  - iv. High - level View of Offerings
  - v. Juniper Research's View: Key Strengths & Strategic Recommendations
- 2.1.9 Oracle
  - i. Corporate Information
  - ii. Geographical Spread
  - iii. Key Clients & Strategic Partnerships
  - iv. High - level View of Offerings
  - v. Juniper Research's View: Key Strengths & Strategic Recommendations
- 2.1.10 Route Mobile
  - i. Corporate Information
  - ii. Geographical Spread
  - iii. Key Clients & Strategic Partnerships
  - iv. High - level View of Offerings
    - Figure 2.8: Route Mobile CXPaaS Platform Benefits
  - v. Juniper Research's View: Key Strengths & Strategic Recommendations
- 2.1.11 Salesforce
  - i. Corporate Information
  - ii. Geographical Spread
  - iii. Key Clients & Strategic Partnerships
  - iv. High - level View of Offerings
  - v. Juniper Research's View: Key Strengths & Strategic Recommendations
- 2.1.12 SAP
  - i. Corporate Information
    - Table 2.9: SAP Acquisitions 2020-Present
    - Table 2.10: SAP Select Financial Information in 2022 ($bn)
  - ii. Geographical Spread
  - iii. Key Clients & Strategic Partnerships
  - iv. High - level View of Offerings
  - v. Juniper Research's View: Key Strengths & Strategic Recommendations
- 2.1.13 Tealium
  - i. Corporate Information
  - ii. Geographical Spread
  - iii. Key Clients & Strategic Partner ships
  - iv. High - level View of Offerings
  - v. Juniper Research's View: Key Strengths & Strategic Recommendations
- 2.1.14 Twilio
  - i. Corporate Information
    - Table 2.11: Twilio's Acquisitions 2020 - 2022

Data & Forecasting

1. Introduction & Forecast Methodology

1.1 CDP Market Forecasts & Key Takeaways
- Figure 1.1: Average CDP Platform Revenue per Mobile Subscriber ($), Split by 8 Key Regions, 2023-2028
- 1.1.1 CDP Forecast Methodology
  - Figure 1.2: CDP Market Forecast Methodology
  - Figure 1.3: CDP Consumer Spend Forecast Methodology (Part One)
  - Figure 1.4: CDP Consumer Spend Forecast Methodology (Part Two)

2. Market Forecast Summary

2.1 Customer Data Platforms Market Summary
- Figure 2.1: Global Penetration of Smartphones (%), Split by 8 Key Regions, 2023-2028
- 2.1.1 Total Mobile Subscribers & Average Revenue Generated per Mobile Subscriber
  - Figure & Table 2.2: Total Mobile Subscribers (m), Split by 8 Key Regions, 2023-2028
  - Table 2.3: Average CDP Platform Revenue per Mobile Subscriber ($), Split by 8 Key Regions, 2023-2028
- 2.1.2 Total CDP Platform Revenue
  - Figure & Table 2.4: Total CDP Platform Revenue ($m), Split by 8 Key Regions, 2023-2028
- 2.1.3 Total CDP Platform Revenue, Split by Key Industries
  - Figure & Table 2.5: Total CDP Platform Revenue ($m), Split by 5 Key Verticals, 2023-2028
- 2.1.4 Total Additional Consumer Spend Generated through the Use of CDPs
  - Figure & Table 2.6: Total Additional Consumer Spend Generated through the Use of CDPs ($m), Split by 8 Key Regions, 2023-2028
  - Table 2.7: Total Additional Consumer Spend Generated through the Use of CDPs ($m), Split by 2 Key Communication Channels, 2023-2028

3. Mobile Messaging Channels

3.1 Customer Data Platforms Usage over Mobile Messaging Channels
- i. SMS Messaging & MMS Messaging
- ii. RCS Messaging
- iii. OTT Messaging
- 3.1.2 Total A2P Mobile Messaging Traffic That Is Promotional
  - Figure & Table 3.1: Total A2P Mobile Messaging Traffic That Is Promotional (bn), Split by 8 Key Regions, 2023-2028
  - Table 3.2: Proportion of A2P Mobile Messaging Traffic That Is Promotional (%), Split by 8 Key Regions, 2023-2028
- 3.1.3 Total Consumer Spend Generated through the Use of CDPs over Mobile Messaging Channels
  - Figure & Table 3.3: Total Spend through the Use of CDPs over Mobile Messaging Channels ($m), Split by 8 Key Regions, 2023-2028
  - Table 3.4: Total Spend via Mobile Messaging Channels ($m), Split by CDP Deployment, 2023-2028
- 3.1.4 Additional Consumer Spend Generated through the Deployment of CDPs over Mobile Messaging Channels
  - Figure & Table 3.5: Total Additional Consumer Spend Generated through the Use of CDPs over Mobile Messaging Channels ($m), Split by 8 Key Regions, 2023-2028

4. Social Media Channels

4.1 Customer Data Platforms Usage over Social Media Channels
- Figure 4.1: Total Number of Social Media Posts Displayed in 2023 (bn), Split by 8 Key Regions
- Table 4.2: Total Number of Social Media Platform Users in 2023 (m), Split by 5 Select Services
- 4.1.1 Total A2P Social Media Traffic That Is Promotional
  - Figure & Table 4.3: Total Social Media Posts That Are Promotional (m), Split by 8 Key Regions, 2023-2028
  - Table 4.4: Total Posts That Are Promotional (m), Split by Channel, 2023-2028
- 4.1.2 Total Consumer Spend Generated Through the Use of CDPs over Social Media Channels
  - Figure & Table 4.5: Total Spend through the Use of CDPs via Social Media Channels ($m), Split by 8 Key Regions, 2023-2028
- 4.1.3 The Additional Consumer Spend Generated through the Deployment of CDPs over Social Media Channels
  - Figure & Table 4.6: Total Additional Consumer Spend Generated through the Use of CDPs over Social Media Channels ($m), Split by 8 Key Regions, 2023-2028