The customer data platform (CDP) industry is entering a new phase as standalone CDPs give way to broader enterprise marketing suites.
New platform enhancements from SAS, an analytics and AI software firm, reflect the growing integration of customer data management with enterprise marketing platforms.
CDPs serve as the central data engine for commerce and CRM, cleaning and stitching together data from website activity, mobile apps, emails, and point-of-sale systems — including anonymous browsing behavior, online orders, and offline store visits — to create a unified, 360-degree profile of each customer.
Demand for unified customer data continues to grow, but organizations increasingly expect those functions to be built into broader cloud ecosystems and native martech suites.
The Gartner 2025 Magic Quadrant for Customer Data Platforms predicts that by 2028, the data management market will converge into a single data ecosystem enabled by data fabric and GenAI.
