Customer Data Platforms: Building a Better eCommerce Experience
Customer Data Platforms, or CDPs, remove assumptions from marketing campaigns and customer interactions by bringing together data from a wealth of touchpoints; in this context, touchpoints can be social media interactions, applications, online advertising, and product placement within a corporate or visually conspicuous event. These are used to gain a global view of the route taken by the customer to arrive at their point of purchase, or expression of interest.
Unifying data generated by a single customer using a number of different devices is key to measuring preferred methods of interaction within certain demographics, how individual products are viewed and bought, and whether optimised content is more effective in generating sales when viewed on certain devices.
The Limitations of CRMs
It is important to understand the unique characteristics of CDPs, as well as how they differentiate from what would be regarded as their forerunners within consumer data management protocols: Customer Relationship Management systems, or CRMs.
CRM systems were (and still are) predicated upon managing customer relationships. However, they typically do not drill down into how the customer arrived at the point of purchase, and merely provide a tool to manage retrospective end-result data. CRM systems, then, are useful to record the transactions of customers with a view to generating additional sales, however, they do not consider products within an enterprise’s range that may first have been viewed by the customer before opting for their ultimate choice.
There is an obvious overlap between the functions of both CDP and CRM systems, with customers being at the heart of what both set out to achieve. For longer-term, more nuanced strategies, CDPs can take businesses into more expansive terrain and zero in on the whole customer journey, for example which touchpoints are favoured by certain demographics, and even identify the products which are most likely to be favoured by users of smartphones or tablet devices.
The Importance of Data to CDPs
It is arguable that to achieve this, it must first have a broad spectrum of touchpoints from which to garner data, and the appropriate means with which to receive, analyse, and store. Whilst no system can ever be 100% accurate, there is a greater chance that data drawn from a wide source of touchpoints coupled with an accompanying CDP will be able to be of significant benefit to any enterprise.
It is suggested that the best way to reduce data ambiguities and errors is to broaden the methods from which consumer data is ascertained, rather than attempting to merge multiple records with questionable accuracy. Even if cleansed, this multisource consumer data is not guaranteed to contain enough relevant information from which effective campaigns can be launched. It can be said, therefore, that deploying a CDP is a balancing act between maintaining accurate data sources and cleansing existing
Our latest research found:
- Customer data platform providers will generate $6 billion globally by 2027, rising from $1.7 billion in 2022; representing total growth of 250%.
- The introduction of AI-based services will be key to unifying multiple data sources on a single platform, reducing siloed data and centralising enterprise access to customer data.
- The ability of customer data platforms to merge different data sources using AI is critical to unlocking more granular user insights, to inform highly targeted marketing campaigns, enable greater personalisation and increase return on advertising spend.
- The retail and eCommerce sector will represent 35% of global customer data platform revenue in 2022, as online competition drives enterprise requirements for in-depth customer insights.
- In turn, customer data platform providers must develop new services that cater to online retailers, and investment be focused on creating more efficient personalisation services.
Latest research, whitepapers & press releases
-
ReportSeptember 2025Fintech & Payments
Instant Payments Market: 2025-2030
Juniper Research’s Instant Payments research suite provides a wide-ranging and strategic analysis of this market; enabling stakeholders - from banks, infrastructure providers, regulators, and businesses - to understand future growth, key trends, and the competitive environment.
VIEW -
ReportSeptember 2025Fintech & Payments
Anti-money Laundering Systems Market: 2025-2030
Our AML Systems research suite provides a detailed and insightful analysis of this evolving market; enabling stakeholders from financial institutions, law enforcement agencies, regulatory bodies and technology vendors to understand future growth, key trends, and the competitive environment.
VIEW -
ReportSeptember 2025Fintech & Payments
A2A Payments Market: 2025-2030
Our A2A Payments research suite provides detailed analysis of this rapidly changing market; enabling A2A payments service providers to gain an understanding of key payment trends and challenges, potential growth opportunities, and the competitive environment.
VIEW -
ReportSeptember 2025Telecoms & Connectivity
Mobile Messaging Fraud Prevention Market: 2025-2030
Our Mobile Messaging Fraud Prevention research suite provides a detailed and insightful analysis of a market set for significant disruption over the next five years. It enables stakeholders from mobile operators, enterprises, and mobile messaging fraud prevention vendors to understand how the market for mobile messaging fraud will evolve, as well as the impact of AI, RCS, and the evolving competitive environment.
VIEW -
ReportSeptember 2025Sustainability & Smart Cities
Smart Grid Market: 2025-2030
Our cutting-edge Smart Grid research suite provides a comprehensive view of a market at the forefront of the global energy transition. It examines the major disruptions transforming the sector, from the integration of distributed energy resources and the rise of virtual power plants to the growing role of AI-driven intelligence and the mounting need for robust cyber security and compliance.
VIEW -
ReportSeptember 2025Fintech & Payments
eCommerce Payments Market: 2025-2030
Juniper Research’s eCommerce Payments research suite provides a comprehensive and insightful analysis of this market; enabling stakeholders, from eCommerce payment platform providers to merchants and payment service providers, to understand future growth, key trends, and the competitive environment.
VIEW
-
WhitepaperSeptember 2025Fintech & Payments
Core Banking Transformation - A Strategic Conversation with SAP Fioneer
Core banking transformation is no longer optional, as regulatory change, rising compliance costs, and shifting customer expectations make legacy systems unsustainable. Anna Koritz, Global Head of Transaction Banking at SAP Fioneer, shares how banks can overcome cultural and technical hurdles and why SAP Fioneer’s modular, cloud-ready approach enables confident modernisation.
VIEW -
WhitepaperSeptember 2025Fintech & Payments
From Detection to Prevention: The Next Era of Anti-money Laundering
Our complimentary whitepaper, From Detection to Prevention: The Next Era of Anti-money Laundering, examines the state of the AML systems market; considering the impact that a changing regulatory environment and a growing number of use cases is having on the market. Additionally, it includes a forecast summary of the total value of the AML systems market in 2030.
VIEW -
WhitepaperSeptember 2025Fintech & Payments
Ascending-to-Ailing: The Deceleration of A2A Adoption
Our complimentary whitepaper, Ascending-to-Ailing: The Deceleration of A2A Adoption, examines the state of the A2A payments market; considering the impact of this payment method and how it is shaping the modern payments landscape through lower fees and enriched user experience.
VIEW -
WhitepaperSeptember 2025Telecoms & Connectivity
RCS Fraud: Emerging Threats in Next-gen Messaging
Our complimentary whitepaper, RCS Fraud: Emerging Threats in Next-gen Messaging, examines the future of the messaging fraud prevention market, with a particular focus on the latest trends within RCS Business Messaging (RBM). Additionally, it includes a forecast summary of the total cost of fraud over RBM to subscribers in 2030.
VIEW -
WhitepaperSeptember 2025
Decentralising the Smart Grid: Opportunities & Challenges
Our complimentary whitepaper, Decentralising the Smart Grid: Opportunities & Challenges, explores how distributed energy resources, renewable integration, and virtual power plants are reshaping grid management.
VIEW -
WhitepaperSeptember 2025Fintech & Payments
Going Glocal ~ Why Local Payment Methods Are Driving eCommerce
Our complimentary whitepaper, Going Glocal ~ Why Local Payment Methods Are Driving eCommerce, assesses how local payment methods are driving the increasing accessibility to eCommerce, and challenges to eCommerce growth.
VIEW
-
Fintech & Payments
AML Systems Market to Surpass $75 Billion by 2030 Globally, With LexisNexis Risk Solutions, Oracle, and Experian Leading the Defence
September 2025 -
Fintech & Payments
B2B Payments to Hit $224 Trillion by 2030 Globally, Driven by Emerging Market Expansion
September 2025 -
Fintech & Payments
A2A Transaction Value to Reach $195 Trillion in 2030 Globally, Driven by Advanced Value-added Services
September 2025 -
Telecoms & Connectivity
ReveNet: Operators Must Act to Restore Trust & Transparency to $55bn A2P SMS Ecosystem
September 2025 -
Telecoms & Connectivity
RCS Business Messaging Fraud to Cost Mobile Subscribers $4.3 Billion Globally Over the Next 5 Years
September 2025 -
Sustainability & Smart Cities
Smart Grids to Support 43% of Global Electricity Supply by 2030, Driven by Virtual Power Plants
September 2025