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 Market Statistics
Market size in 2023: $2.2bn
Market size in 2028: $7.6bn
2023 to 2028 CAGR: 29%
Buy Full Research Suite - Immediate access to all the above only £3750.


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
    • 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:, Comviva, Infobip, LINK Mobility, Tealium.
Included in Juniper Research Competitor Leaderboard: Adobe, Amperity, BlueConic,, 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.

Full Research Suite


Full Research Suite

  • Market trends, strategies and forecasts report (pdf)
  • Market data & forecasts - All topic data and interactivity (xls)
  • harvest market data platform (12 months’ online access) - find out more

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Research Details

Juniper Research
Elisha Sudlow-Poole
Operators & Providers
8 Key Regions - includes North America, Latin America, West Europe, Central & East Europe, Far East & China, Indian Subcontinent, Rest of Asia Pacific and Africa & Middle East
Algeria, Argentina, Australia, Austria, Bangladesh, Belgium, Brazil, Canada, Chile, China, Colombia, Croatia, Czech Republic, Denmark, Ecuador, Egypt, Finland, France, Germany, Greece, Hong Kong, Hungary, India, Indonesia, Ireland, Israel, Italy, Japan, Kenya, South Korea, Kuwait, Malaysia, Mexico, Nepal, Netherlands, New Zealand, Nigeria, Norway, Pakistan, Peru, Philippines, Poland, Portugal, Qatar, Romania, Russian Federation, Saudi Arabia, Singapore, South Africa, Spain, Sweden, Switzerland, Thailand, Turkey, Ukraine, United Arab Emirates, UK, Uruguay, USA, Vietnam

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