Customer Data Platforms sees a robust growth

Keywords Customer Data Platform, marketers, martech, data,

More marketers are turning to Customer Data Platforms (CDP) to better manage their data and to address the complexity of customer journeys. According to a report from industry group the Customer Data Platform Institute, the market grew 65 percent in 2018 alone with an additional 29 new vendors, 2,600 employees, and $US173 million in funding.

Catherine Ballantyne, Director of Solutions Consulting APAC at Tealium stated that CDP is there to understand somebody and to manage their data, throughout the lifecycle, in an aggregated state. Generally, marketers with a martech experience use CDP.

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