Where o’ where are our CDPs grown?

Here's one last interactive post based on the 2018 Q4 Customer Data Platform Buyers' Guide released in November.

Of the various bits of information in the guide, one hidden in the listings is the country that each provider hails from. Below is a visual summary of where the set of 68 of 95 platforms listed in the guide consider headquarters.

Why only 68 of 95?

The CDP buyers' guide attempts to list any platform that calls itself, or has been called, a customer data platform. A set of minimum requirements is then applied to each provider, and a provider may receive a "Not a CDP" classification tag if it doesn't seem to fit the bill. A couple weeks back another interactive post, "How many 'CDPs' are not customer data platforms?" dove into the various categories that were applied. You can view or remove the 27 "Not a CDP" providers from that list.


Before taking anything away from the visual below, it's important to keep in mind that being headquartered in a place means different things for different providers. For some, that means its the only place they operate. Others have development or other teams in another country, or split across countries. Many operate primarily from one country, but have extended sales and customer support teams in others. There's a lot more complexity to the geographical landscape than is portrayed here, but I didn't want to keep that from making a couple of short points:

1. 25 listed platforms outside the US!
You might think there are only a couple dozen CDP providers in the first place, nevermind outside the US. And, given the inherent bias in my own geographic location, I'm sure to be missing more non-US platforms than US-based platforms. This is a number I know has already grown, and should be a bit higher in the 2019 Q1 guide as more providers come out of the woodwork.

2. 18 of those 25 are in Europe
Not a huge surprise given the CDP Institute's expansion into the region. Again, this is an area you might expect some Euro-centric bias in my US-based research... but that doesn't take anything away from the fact that there are 18 providers in Europe, making that market a competitive one for US providers for years to come.

That's it! Here's the visual -- enjoy!

Leave a Reply

Please Login to comment
Notify of