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Publication date: 16 Apr 2023

Customer Data Platform Leaders and Major Players for 2023 named by IDC Asia/Pacific


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IDC reveals that by 2024, 50% of Asia-based 1000 organizations will adopt Customer Data Platforms (CDPs) as the enterprise customer data service for real-time customer interactions.

SINGAPORE, April 17, 2023 – According to the IDC MarketScape: Asia/Pacific Customer Data Platform 2023 Vendor Assessment, Microsoft, SAS, Teradata, and Treasure Data are identified as “Leaders” (in alphabetical order), followed closely by Algonomy, Deep Zero, NG Data, and Sensors Data as “Major Players” among Customer Data Platform vendors.

IDC research shows that CDP has been the second top customer experience (CX) technology investment of choice for two consecutive years. The ability to deliver contextualized conversations and intelligent experiences is a source of differentiation and competitive advantage in the digital-first era.

"Organizations can drive contextualized customer outcomes at scale by leveraging CDP solutions that are easy to use by both front and back offices, provide strong out-of-the-box fundamental functionalities, and have flexible deployment options," says Lavanya Jindal, Market Analyst for Customer Experience and Enterprise Applications, IDC Asia/Pacific.

As Asia/Pacific organizations transform into digital businesses that compete based on digital products, services, and experiences, the provisioning of digital-first customer experiences has become essential. To do so, organizations must build an enterprise customer data service layer from the data layer up. This requires a departure from practices of developing CX applications from the application layer down, to having multiple CX clouds connected to a central customer data service layer.

CDPs provide a way to refactor the data infrastructure built from the data and analytics layer without having to rip and replace a host of customer-facing systems across the front office, and they enable a customer data foundation that can support business transformation through new apps, markets, and products and services. The proliferating use of AI/ML as co-pilots to customers and CX professionals also mandate the need for a strong customer data foundation.

"CDP selection must be approached strategically to realize the espoused transformation and benefits it provides. This includes selecting vendors that can become strategic partners with the right market fit and industry expertise to deliver faster time to value while acting as an advisor that democratizes data across the organization," says Lawrence Cheok, Associate Research Director for Digital Business Strategies, IDC Asia/Pacific.

This IDC MarketScape examines customer data platform vendors with established Asia/Pacific including Japan presence and aims to inform technology buyers on their purchase decisions.

For more information on this IDC MarketScape document, please contact Lawrence Cheok at For media queries, please contact Michael de la Cruz at or Miguel Carreon


About IDC

International Data Corporation (IDC) is the premier global provider of market intelligence, advisory services, and events for the information technology, telecommunications, and consumer technology markets. With more than 1,300 analysts worldwide, IDC offers global, regional, and local expertise on technology and industry opportunities and trends in over 110 countries. IDC's analysis and insight helps IT professionals, business executives, and the investment community to make fact-based technology decisions and to achieve their key business objectives. Founded in 1964, IDC is a wholly-owned subsidiary of International Data Group (IDG), the world's leading tech media, data and marketing services company. To learn more about IDC, please visit Follow IDC on Twitter at @IDCAP and LinkedIn. Subscribe to the IDC Blog for industry news and insights.