Gartner defines the market for cloud database management systems (DBMSs) as software products that store and manipulate data and are primarily delivered as platform as a service (PaaS) in the cloud. Cloud DBMSs may optionally be capable of running on-premises or in hybrid, multicloud or intercloud configurations. They can be used for transactional and/or analytical work. They typically persist data using a combination of proprietary and open components in a durable manner, enabling a full range of create, read, update and delete operations. They are used by application end users, designers, developers and operators of large database systems.
Gartner defines customer data platforms (CDPs) as software applications that support marketing and customer experience use cases by unifying a company’s customer data from marketing and other channels. CDPs optimize the timing and targeting of messages, offers and customer engagement activities, and enable the analysis of individual-level customer behavior over time.