Customer Data Platform Adoption Among the Global Top 100
Customer Data Platform Adoption Among the Global Top 100

This report delves into the adoption of Customer Data Platform by the Global Top 100 companies, both privately-held and publicly-traded, as ranked by size, including employee count and revenue metrics, such as those found in the Fortune 1000 and Global 2000 listings. We explore how these leading enterprises are leveraging Customer Data Platform to pursue strategic goals and drive lasting benefits across various business functions.

The adoption of Customer Data Platform within these top companies reveals significant investments in CRM technology, highlighting a broad and diverse approach. These organizations frequently partner with multiple vendors, integrating complementary CRM solutions to achieve their business objectives. This multi-vendor approach allows them to tailor CRM deployments that drive competitive advantages, operational efficiencies, and overall sustainability.

Our latest findings detail the software purchases related to Customer Data Platform platforms among these top 100 enterprises, their technology investments span a range of CRM tools and solutions, underscoring the complexity of CRM adoption at this level.

Customer Data Platform Vendors Among the Global Top 100

SAP currently holds a 31% market share in the Customer Data Platform space, making it the leading provider among the Global Top 100, followed by Commanders Act, mParticle, Lytics, and BlueConic.

VendorsCustomer Data Platform AppsMarket Share
SAPSAP Customer Data Cloud (ex Gigya)31%
Commanders ActCommanders Act CDP13%
mParticlemParticle CDP9%
LyticsLytics Decision Engine6%
BlueConicBlueConic6%
InsiderInsider Connect5%
SalesforceSalesforce Customer Data Platform, Salesforce Data Cloud5%
ZeotapZeotap CDP5%
Adobe SystemsAdobe Real-Time CDP4%
TealiumTealium AudienceStream CDP4%
OracleOracle Siebel Universal Customer Master, Oracle Unity2%
SitecoreSitecore CDP2%
SpotlerSitecore CDP1%
MediarithmicsEasyence Audience1%
InformaticaInformatica Customer 3601%
TwilioTwilio Segment CDP1%
HightouchHightouch Customer Studio1%
Relianice JIOReliance Retail JioMart1%
OptimizelyOptimizely Data Platform1%
Redpoint GlobalRedpoint Global rgOne CDP1%
MicrosoftMicrosoft Dynamics 365 Customer Insights1%
Relay42Relay42 Platform1%
Grand Total100%

The insights derived from our research will empower marketers, product managers, and IT professionals to better understand the adoption trends shaping the future of Customer Data Platform. These trends can potentially lead to significant shifts within the competitive landscape, impacting strategies and market positioning for years to come.

By monitoring these top enterprises and their technology choices, we equip our clients with the knowledge needed to anticipate changes and stay ahead in the rapidly transforming world of enterprise software and CRM innovation.

Custom data cuts related to the Customer Data Platform Market are available:

  • Top Customer Data Platform Vendors, Market Size and Market Forecast 2023-2027
  • Customer Data Platform Market By Vertical Market (21 Industry)
  • Customer Data Platform Market By Country (USA + 45 countries)
  • Customer Data Platform Market By Region (Americas, EMEA, APAC)
  • Customer Data Platform Market By Customer Size (revenue, employee count, asset)
  • Customer Data Platform Market By Channel (Direct vs Indirect)
  • Customer Data Platform Market By Vendor or Product
    Buyer Intent: Companies Reading this Research Report
    ARTW Buyer Intent uncovers actionable customer signals, identifying software buyers actively reading this research report. Gain ongoing access to real-time prospects and uncover hidden opportunities. Companies Actively accessing this research report include:
    1. Datrix, a Italy based Professional Services organization with 120 Employees
    LogoCompanyIndustryEmployeesRevenueCountryEvaluated
    DatrixProfessional Services120$15MItaly2024-12-04

Global Top 100 adopting Customer Data Platform Platforms

The influence of these top 100 organizations on the broader CRM market is profound, despite their representation of only a small segment of the digital transformations we track annually. These companies often serve as early adopters and trendsetters, shaping the future of CRM and driving innovations that impact the industry at large.

Our Buyer Insight Technographics Database provides a closer look at these major organizations, capturing the size and intricacy of their IT stacks, along with the frequency of their technology investments. This unique database reveals patterns in CRM adoption and highlights emerging trends, which are crucial for understanding the evolving landscape of Customer Data Platform.

Our research team continuously tracks the adoption of various Customer Data Platform platforms, drawing on both publicly available information, such as press releases and case studies, and proprietary data sources. Each quarter, we update our records to reflect new CRM implementations, providing clients with current and relevant insights into market shifts.

Here are the Global Top 100 companies and their adoption of Customer Data Platform

CustomerIndustryEmpl.RevenueCountryVendorCustomer Data Platform AppsWhen
KFCLeisure and Hospitality800000$31.1BUnited StatesmParticlemParticle CDP2022
The Coca-Cola CompanyConsumer Packaged Goods700000$45.8BUnited StatesSAPSAP Customer Data Cloud (ex Gigya)2013
United Parcel Service (UPS)Transportation500000$91.0BUnited StatesSAPSAP Customer Data Cloud (ex Gigya)2017
UHGHealthcare440000$324.1BUnited StatesSAPSAP Customer Data Cloud (ex Gigya)2014
Marriott InternationalLeisure and Hospitality411000$23.7BUnited StatesSAPSAP Customer Data Cloud (ex Gigya)2015
EdekaRetail410000$75.0BGermanyCommanders ActCommanders Act CDP2021
Walgreens Boots AllianceRetail330000$139.1BUnited StatesMicrosoftMicrosoft Dynamics 365 Customer Insights2012
InfosysProfessional Services317240$18.6BIndiaBlueConicBlueConic2020
CarrefourRetail305309$102.5BFranceCommanders ActCommanders Act CDP2018
CVS PharmacyRetail219000$116.8BUnited StatesAdobe SystemsAdobe Real-Time CDP2020
Reliance RetailRetail207552$36.7BIndiaRelianice JIOReliance Retail JioMart2023
Woolworths SupermarketsRetail197773$39.7BAustraliaTealiumTealium AudienceStream CDP2022
Dollar GeneralRetail185800$38.7BUnited StatesSAPSAP Customer Data Cloud (ex Gigya)2019
Dollar GeneralRetail185800$38.7BUnited StatesAdobe SystemsAdobe Real-Time CDP2023
ALDI SUDRetail180000$76.0BGermanyTealiumTealium AudienceStream CDP2022
SubscribeBanking and Financial Services173222$14.5BIndiaZeotapZeotap CDP2018
SubscribeUtilities171490$156.8BFranceCommanders ActCommanders Act CDP2021
SubscribeRetail145000$38.0BUnited StatesmParticlemParticle CDP2018
SubscribeHealthcare142000$28.0BUnited StatesZeotapZeotap CDP2021
SubscribeRetail140000$18.8BUnited StatesmParticlemParticle CDP2017
SubscribeProfessional Services133000$102.3BUnited StatesSAPSAP Customer Data Cloud (ex Gigya)2016
SubscribeConstruction and Real Estate130000$31.9BUnited StatesLyticsLytics Decision Engine2019
SubscribeRetail128000$24.2BCanadaSAPSAP Customer Data Cloud (ex Gigya)2019
SubscribeBanking and Financial Services126000$29.6BFranceCommanders ActCommanders Act CDP2023
SubscribeRetail125000$24.2BCanadaSAPSAP Customer Data Cloud (ex Gigya)2023
SubscribeManufacturing124800$54.2BUnited StatesSAPSAP Customer Data Cloud (ex Gigya)2011
SubscribeRetail120000$26.1BAustraliaSAPSAP Customer Data Cloud (ex Gigya)2016
SubscribeManufacturing120000$88.4BUnited StatesSAPSAP Customer Data Cloud (ex Gigya)2016
SubscribeLife Sciences114000$40.1BUnited StatesZeotapZeotap CDP2014
SubscribeInsurance114000$98.3BIndiaZeotapZeotap CDP2022
SubscribeAerospace and Defense112406$37.4BUnited Arab EmiratesSitecoreSitecore CDP2016
SubscribeRetail105000$16.7BFranceCommanders ActCommanders Act CDP2020
SubscribeRetail105000$15.5BFranceMediarithmicsEasyence Audience2019
SubscribeOil, Gas and Chemicals103000$316.6BUnited KingdomSalesforceSalesforce Customer Data Platform2022
SubscribeRetail100000$9.0BFranceCommanders ActCommanders Act CDP2021
SubscribeRetail100000$73.6BUnited StatesmParticlemParticle CDP2021
SubscribeRetail100000$9.0BFranceCommanders ActCommanders Act CDP2021
SubscribeProfessional Services99175$37.8BSwitzerlandSAPSAP Customer Data Cloud (ex Gigya)2023
SubscribeRetail93500$11.1BAustriaSAPSAP Customer Data Cloud (ex Gigya)2018
SubscribeRetail93000$12.0BUnited StatesLyticsLytics Decision Engine2023
SubscribeConsumer Packaged Goods88843$29.9BFranceCommanders ActCommanders Act CDP2021
SubscribeOil, Gas and Chemicals87800$210.1BUnited KingdomSalesforceSalesforce Customer Data Platform2022
SubscribeHealthcare87000$16.9BUnited StatesSAPSAP Customer Data Cloud (ex Gigya)2018
SubscribeInsurance82599$79.6BFranceCommanders ActCommanders Act CDP2021
SubscribeRetail82000$21.2BUnited StatesSAPSAP Customer Data Cloud (ex Gigya)2015
SubscribeRetail80000$14.4BGermanyTwilioTwilio Segment CDP2020
SubscribeBanking and Financial Services78823$25.6BFranceCommanders ActCommanders Act CDP2019
SubscribeManufacturing75500$34.1BUnited StatesOracleOracle Siebel Universal Customer Master2016
SubscribeRetail74525$17.4BUnited KingdomRedpoint GlobalRedpoint Global rgOne CDP2017
SubscribeConstruction and Real Estate72000$20.6BFranceCommanders ActCommanders Act CDP2021
SubscribeTransportation71000$15.7BFranceRelay42Relay42 Platform2018
SubscribeTransportation71000$7.2BFranceCommanders ActCommanders Act CDP2023
SubscribeLife Sciences70000$60.1BUnited StatesOracleOracle Unity2020
SubscribeInsurance67600$106.4BUnited StatesSAPSAP Customer Data Cloud (ex Gigya)2013
SubscribeLeisure and Hospitality65000$7.1BUnited KingdomSAPSAP Customer Data Cloud (ex Gigya)2020
SubscribeRetail64000$17.5BUnited KingdommParticlemParticle CDP2020
SubscribeManufacturing64000$23.1BUnited StatesSAPSAP Customer Data Cloud (ex Gigya)2021
SubscribeProfessional Services64000$19.2BUnited StatesSalesforceSalesforce Data Cloud2019
SubscribeBanking and Financial Services60600$14.8BUnited KingdomAdobe SystemsAdobe Real-Time CDP2022
SubscribeBanking and Financial Services60000$18.6BNetherlandsBlueConicBlueConic2018
SubscribeRetail57000$3.0BTurkeyInsiderInsider Connect2021
SubscribeRetail56000$6.7BUnited StatesHightouchHightouch Customer Studio2022
SubscribeRetail55000$3.3BRussiaInsiderInsider Connect2021
SubscribeRetail54000$3.2BBrazilInsiderInsider Connect2021
SubscribeInsurance53000$57.1BUnited StatesSAPSAP Customer Data Cloud (ex Gigya)2014
SubscribeCommunications53000$38.9BUnited StatesmParticlemParticle CDP2017
SubscribeBanking and Financial Services53000$6.6BPhilippinesBlueConicBlueConic2015
SubscribeRetail52000$7.9BUnited KingdomSAPSAP Customer Data Cloud (ex Gigya)2018
SubscribeBanking and Financial Services51700$16.4BUnited StatesSAPSAP Customer Data Cloud (ex Gigya)2016
SubscribeLeisure and Hospitality51000$11.5BUnited StatesSAPSAP Customer Data Cloud (ex Gigya)2017
SubscribeManufacturing51000$13.0BUnited StatesAdobe SystemsAdobe Real-Time CDP2016
SubscribeProfessional Services50000$19.0BUnited StatesBlueConicBlueConic2018
SubscribeConsumer Packaged Goods50000$32.0BNetherlandsSpotlerSpotler Activate CDP (ex Datatrics)2020
SubscribeTransportation50000$13.0BUnited StatesSAPSAP Customer Data Cloud (ex Gigya)2017
SubscribeLife Sciences49095$26.6BJapanOptimizelyOptimizely Data Platform2021
SubscribeRetail47000$9.4BGermanyCommanders ActCommanders Act CDP2020
SubscribeTransportation46200$2.8BUnited KingdomSAPSAP Customer Data Cloud (ex Gigya)2018
SubscribeTransportation45843$15.3BUnited Arab EmiratesSitecoreSitecore CDP2016
SubscribeOil, Gas and Chemicals45532$83.9BBrazilSAPSAP Customer Data Cloud (ex Gigya)2020
SubscribeBanking and Financial Services45300$47.4BUnited StatesSAPSAP Customer Data Cloud (ex Gigya)2015
SubscribeRetail45000$5.3BUnited StatesSAPSAP Customer Data Cloud (ex Gigya)2014
SubscribeLeisure and Hospitality45000$5.0BUnited StatesmParticlemParticle CDP2017
SubscribeManufacturing45000$12.7BSwedenSAPSAP Customer Data Cloud (ex Gigya)2023
SubscribeManufacturing45000$12.7BSwedenBlueConicBlueConic2023
SubscribeRetail44300$3.3BItalySAPSAP Customer Data Cloud (ex Gigya)2016
SubscribeLeisure and Hospitality42180$4.3BThailandSalesforceSalesforce Customer Data Platform2019
SubscribeManufacturing41642$7.0BTurkeyInsiderInsider Connect2016
SubscribeRetail40000$1.9BAustraliamParticlemParticle CDP2020
SubscribeNon Profit40000$2.9BUnited StatesLyticsLytics Decision Engine2021
SubscribeBanking and Financial Services40000$10.1BUnited KingdomTealiumTealium AudienceStream CDP2018
SubscribeProfessional Services40000$8.9BIndiaSAPSAP Customer Data Cloud (ex Gigya)2015
SubscribeUtilities39208$16.6BFranceCommanders ActCommanders Act CDP2021
SubscribeTransportation38900$8.0BUnited StatesSalesforceSalesforce Customer Data Platform2020
SubscribeRetail38000$8.6BUnited StatesSAPSAP Customer Data Cloud (ex Gigya)2013
SubscribeCommunications37638$1.6BTurkeyInsiderInsider Connect2021
SubscribeManufacturing37300$8.4BIndiaZeotapZeotap CDP2019
SubscribeTransportation37000$15.8BCanadaSAPSAP Customer Data Cloud (ex Gigya)2020
SubscribeRetail36457$5.0BUnited StatesInformaticaInformatica Customer 3602023
SubscribeConsumer Packaged Goods34000$8.1BUnited StatesLyticsLytics Decision Engine2021
SubscribeConsumer Packaged Goods34000$19.9BUnited StatesLyticsLytics Decision Engine2020
SubscribeManufacturing34000$17.5BUnited StatesLyticsLytics Decision Engine2021
SubscribeConsumer Packaged Goods34000$19.5BUnited StatesBlueConicBlueConic2023
SubscribeConsumer Packaged Goods33380$19.1BUnited StatesSAPSAP Customer Data Cloud (ex Gigya)2018
SubscribeRetail33000$1.8BUnited StatesmParticlemParticle CDP2019
SubscribeRetail33000$19.5BUnited KingdomTealiumTealium AudienceStream CDP2021

Source: APPS RUN THE WORLD, October 2024

Research Methodology

Each year our global team of researchers conduct an annual survey of thousands of enterprise software vendors by contacting them directly on their latest quarterly and annual revenues by country, functional area, and vertical market. We supplement their written responses with our own primary research to determine quarterly and yearly growth rates, In addition to customer wins to ascertain whether these are net new purchases or expansions of existing implementations.

Another dimension of our proactive research process is through continuous improvement of our customer database, which stores more than ten million software purchases and records on the enterprise software landscape of over 2 million organizations around the world.

The database provides customer insight and contextual information on what types of enterprise software systems and other relevant technologies are they running and their propensity to invest further with their current or new suppliers as part of their overall IT transformation projects to stay competitive, fend off threats from disruptive forces, or comply with internal mandates to improve overall enterprise efficiency.

The result is a combination of supply-side data and demand-generation customer insight that allows our clients to better position themselves in anticipation of the next wave that will reshape the enterprise software marketplace for years to come.