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Impact of Customer Data Platforms (CDPs) on the Market Landscape in 2024

On December 12, 2023 | 6 Minutes Read
Conversational AIConversational CommerceConversational EngagementConversational MarketingGeneric

Impact of Customer Data Platforms (CDPs) on the Market Landscape in 2024

A Customer Data Platform (CDP) collects and unifies first-party customer data from multiple touchpoints to create a centralized customer database. CDPs enable companies to make data-driven and personalized marketing campaigns; it’s an essential tool for marketers to understand customers, their needs, and intents. 

CDPs are all-inclusive data centers combining internet activity and past purchases to generate thorough consumer profiles. By leveraging capabilities like generative AI in business, IoT-based devices, and automated smart machines, modern CDPs help anticipate consumer needs and preferences to meet demands effectively. 

The global CDP market exceeded $4.8 billion in 2022 and is expected to hit $19.7 billion by the end of 2027, showing a 32.4% annual growth trajectory. Global funding of the CDP industry shows the rising importance of having complete visibility of consumer needs and involvement across all marketing channels.

CDP Statistics 2024

With companies competing to provide consistent customer experience (CX) throughout the customer journey, the CDP market growth will likely witness a significant boost in the coming year.

This evolution signals a revolutionary year for businesses. With AI-driven marketing becoming increasingly common, CDPs will play a central role in ensuring that every customer is treated fairly, that privacy regulations are upheld, and that business strategies align with customer preferences. 

CDP Trends To Look Out For in 2024

CDP Trends To Look Out For in 2024

The evolution of CDPs is expected to reshape consumer engagement and data usage tactics by 2024. Businesses can look forward to a year of AI-powered insights, more stringent privacy regulations, and smooth integration of various data sources into CDP frameworks.

  • A continued focus on data privacy: Due to increased concerns about data privacy, CDPs will prioritize robust privacy features. This will ensure consumers’ individualized experiences are maintained while adhering to safety and privacy requirements.
  • Omnichannel integration: The primary emphasis of CDPs will be omnichannel integration, which synchronizes consumer interactions across several channels to create a smooth experience. By combining data, CDPs can build a single customer profile to support customized interaction tactics at every touchpoint.
  • More AI-driven CDPs: Predictive analysis will rise, and so will enhanced AI integration and generative AI applications in CDP. This increases the capacity of CDPs to create customized experiences across various channels by improving customer behavior forecasts and enabling personalized recommendations.
  • Prioritizing market automation:  CDPs will work more closely with marketing automation platforms to improve campaign performance through precise targeting and streamlined procedures.
  • Real-time data processing: CDPs will prioritize real-time data processing in 2024, guaranteeing immediate access to customer data. This instant processing capability will improve responsiveness and agility in customer engagement strategies by facilitating quick decision-making and individualized conversations with customers at the point of engagement.

Challenges Associated With CDP Adoption

CDPs create challenges in managing various data types and navigating laws. While looking out for trends, businesses must also be wary of the challenges of managing consumer data within CDPs.

  • Complexity of data integration: Including data from multiple sources into a CDP might be challenging. Customer profiles may become chipped or incomplete due to problems with outdated systems or incompatible data formats.
  • Lack of flexibility: Most customer data platforms are built on rigid data models that do not align with the data architecture of companies. As a result, data teams may have to put significant time and effort into re-architecting company data to avoid clashes with the CDP’s specific data model.
  • Costs associated with implementation and integration: Setting up and maintaining a CDP requires significant resources and money. Operational costs might increase after the original investment due to staff training, continuing maintenance, and integration with new technologies.
  • Limited AI and predictive capabilities: Although many CDPs incorporate predictive analytics and generative AI applications, these capabilities and complexities can differ. Certain CDPs may only provide simple predictive models, limiting their capacity to offer advanced insights.
  • Scalability issues: CDPs may experience difficulties effectively managing huge volumes of data. It can be challenging to scale infrastructure to handle growing data volumes without compromising performance.

Make the Most of CDPs in 2024Make the Most of CDPs in 2024To make the most of CDPs in 2024, consider the following strategies:

  • Personalize customer journeys: Use insights and analytical results from CDPs to create personalized customer journeys. Adapt communication channels, product recommendations, and marketing efforts to the needs and preferences of each customer.
  • Use iterative optimization: Analyze and improve CDP procedures on an ongoing basis. Use the platform’s analytical features to continuously improve consumer touchpoints, message tactics, and segmentation.
  • Measure and align KPIs: Establish key performance indicators (KPIs) and objectives — what you want from the CDP. Measure and evaluate these indicators regularly to assess the success of CDP-driven projects and promote continuous testing and refining of campaigns.
  • Listen to your customers: Create strong feedback loops using CDP’s capabilities. Improve customer satisfaction by paying close attention to what customers say, assessing their feelings, and acting quickly to ease worries or build upon favorable opinions.
  • Invest in training and expertise: Invest in team training to ensure everyone on your team knows how to take full advantage of the platform’s features. With the integration of generative AI in businesses, fostering expertise in the latest technological advancements among teams is even more crucial.

By integrating these strategies, companies can not only capitalize on the fundamental features of CDPs but also expand the frontiers of customer experience management. This transformative role of customer data platforms will foster expansion and loyalty within a constantly shifting market landscape.

Looking Ahead: The Future of CDPs

In the upcoming years, customer data platforms will likely change significantly. The continuous emphasis on data governance and privacy laws will make CDPs increasingly capable of handling and safeguarding customer data. 

To ensure compliance while preserving accessibility and usability, decentralized storage options and sophisticated encryption techniques may become standard.

The ability of CDPs to integrate with other technologies is another facet of the industry’s future. Companies can expect these platforms to evolve into even more flexible systems that can easily integrate with other adtech and martech platforms.

By combining data from various sources, this integration will enable marketers to build comprehensive customer profiles that will provide them with a deeper insight into the needs and preferences of their target audience.

Customer Data Platform Statistics for 2024

Furthermore, machine learning and artificial intelligence will be crucial to CDPs in the future. With technologies like an AI chatbot, CDPs can generate predictions and actionable insights in addition to collecting and managing data. 

Businesses will benefit from these predictive capabilities by optimizing marketing campaigns, providing personalized experiences, and improving consumer engagement and retention.


Customer data platforms will go beyond simple data collection in 2024 to become indispensable tools for companies focusing on customer-centric marketing tactics. These platforms will direct companies to understand their customers better, allowing for tailored experiences and ensuring ethical data handling. CDPs will propel marketing efforts to foster close customer relationships and sustain long-term growth.

Are you ready to drive growth and deliver better experiences throughout the customer lifecycle? 

Build meaningful engagement with Gupshup’s CDP platform optimized for 1-1 private conversational experiences. Drive hyper-personalized interactions with conversational engagement for marketing commerce and support. 

Visit to learn more.

Vartika leads marketing at Gupshup and has ~16 years of experience in marketing across early-stage startups and large enterprises. A Marketing specialist by profession, a wanderer at heart, an enthusiastic cook, and a painter for the soul.

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