Basingstoke, UK – 26th September 2023: Juniper Research, the foremost experts in the telecommunications market, has found that the use of CDPs (Customer Data Platforms) will generate an additional $70 billion in retail spend by 2028; rising from $6.7 billion in 2024.
CDPs collate first-party consumer data from a variety of sources to target high-value customers. Specifically, tailored recommendations and customer segmentation are leveraged to increase customer lifetime value; thus driving a significant growth of 1,700% in additional consumer spend over the next five years.
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Who Are the Leading CDP Providers?
The research ranked 14 leading CDP vendors on which platforms are best positioned to benefit from this $70 billion additional spend. It used a number of criteria including product innovation, platform capabilities and future business prospects. The top five vendors for 2023 are:
- Salesforce
- Tealium
- Infobip
- Oracle
- CM.com
Source: Juniper Research
Competitor Leaderboard Findings
The research identified that established CDP vendors offer generative AI capabilities; widening the ability for enterprises to individualise content recommendations, monetise first-party data, and manage data governance. For example, Tealium’s PredictML solution provides a propensity score to customer profiles that are automatically created by its CDP. Maximising this targeted approach will be vital in capitalising on the additional consumer spend enabled by CDPs.
Report author Elisha Sudlow-Poole commented: “Automating the process of identifying and targeting high-value customers will allow brands to personalise services to generate cross-selling and up-selling opportunities. These opportunities will impact consumer retail spend as it targets consumers on preferred channels at peak times with selective products.”
About the Research
This new market research suite, Customer Data Platforms: Market Forecasts, Business Strategies & Country Readiness Index 2023-2028, offers the most comprehensive assessment of the CDP market to date; providing over 22,500 market statistics and five-year forecasts across 60 countries. It includes a ‘Competitor Leaderboard’ and ‘Country Readiness Index’.
Juniper Research has, for two decades, provided market intelligence and advisory services to the global telecommunications sector, and is retained by many of the world’s leading operators and service providers.
For further details please contact Sam Smith, Press Relations
T: +44(0)1256 830002
E: sam.smith@juniperresearch.com
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