SPARK Matrix™: Customer Data Platform Q3, 2026

QKS Group's Customer Data Platform 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 (Uniphore), Adobe, Algonomy, Amperity, BlueConic, Blueshift, CleverTap, Epsilon, Leadspace, Microsoft, mParticle (Rokt), Optimove, Oracle, Redpoint Global, Salesforce, SAP, Sitecore, Tealium, Treasure Data, Twilio, Zeotap and Zeta Global.

According to Shiva Bhardwaj, Analyst at QKS Group, "A Customer Data Platform (CDP) is a strategic enterprise platform that unifies customer data from disparate sources to create persistent and trusted customer profiles that power customer intelligence across the organization. Modern CDPs combine identity resolution, real-time data processing, audience management, AI-driven analytics, and activation capabilities to enable personalized engagement across marketing, sales, service, and commerce. As customer engagement becomes increasingly data-driven, CDPs have evolved from marketing support tools into enterprise customer intelligence platforms that help organizations improve decision-making, strengthen first-party data strategies, and deliver consistent, measurable customer experiences throughout the customer lifecycle."

2026 Customer Data Platform SPARK Matrix
Source: QKS Group

Table of Contents

• Key Findings

• SPARK Matrix™ Image

• Vendor Profiles

• Market Definition & Capabilities

• Evaluation Criteria

• Research Methodologies

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