SPARK Matrix™: Customer Data Platform, Q2 2025

QKS Group’s Customer Data Platform (CDP) market research includes a comprehensive analysis of the global market in terms of emerging technology trends, market trends, and future market outlook. This research offers strategic insights for technology vendors to better understand the current market landscape, supporting their growth strategies; and for users to assess different vendors’ capabilities, competitive differentiation, and market position.

The research includes a detailed competition analysis and vendor evaluation with the proprietary SPARK Matrix analysis. The SPARK Matrix ranks and positions leading Customer Data Platform vendors with a global impact. The SPARK Matrix includes analysis of vendors such as Acquia, ActionIQ, Adobe, Algonomy, Amperity, BlueConic, Blueshift, CleverTap, CSG, Leadspace, Epsilon, Microsoft, mParticle, Optimove, Oracle, Redpoint Global, Salesforce, SAP, Sitecore, Treasure Data, Tealium, Twilio (Segment), Zeotap, and Zeta Global.

According to Anish Krishnan, Senior Analyst at QKS Group, “A Customer Data Platform (CDP) is an integrated software solution that unifies and orchestrates customer data across the entire engagement lifecycle from ingestion and identity resolution to segmentation, real-time activation, and compliance management. Designed to serve organizations of all sizes, CDPs empower enterprises with modules for data integration, profile unification, audience segmentation, cross-channel orchestration, and data governance. By delivering a cohesive, end-to-end platform, CDPs enable businesses to drive engagement, ensure regulatory compliance, optimize operational efficiency, and create a consistent, impactful customer experience across all touchpoints.”

2025 Customer Data Platform SPARK Matrix

Table of Contents

Key Findings

SPARK Matrix™: Customer Data Platform

Vendor Profiles

Market Dynamics and Overview 

Research Methodologies

Evaluation Criteria

Custom Research Service

Our custom research service is designed to meet the client’s specific requirements by providing customized in-depth analysis of the technology market to meet your strategic needs. Further, our custom research and consulting services deliverable is uniquely effective, powerful, innovative, and realistic for helping companies successfully address business challenges. Our team of experienced consultants can help you in achieving short-term and long-term business goals in the following ways:

• Detailed understanding of the industry structure, market participants, and value chain mapping

• Business potential and opportunities of target markets, economies, and industries

• Strategic planning and tactical opportunities

• Go to market strategies