target audience: TECH BUYER  Publication date: Mar 2023 - Document type: IDC MarketScape - Doc  Document number: # AP49457022

IDC MarketScape: Asia/Pacific Customer Data Platform 2023 Vendor Assessment


  • Lawrence Cheok Loading
  • Daniel-Zoe Jimenez Loading
  • Lavanya Jindal Loading
  • Cynthia Li Loading


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

Asia/Pacific organizations are transforming into digital businesses that compete based on digital products, services, and experiences. Along with this, the provisioning of digital-first customer experience (CX) has become essential and a source of competitive advantage. 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 is scalable and agile in supporting business transformation through new apps, markets, and products and services.

"Organizations must approach CDP selection strategically to realize the espoused transformation and benefits. 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.

"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," adds Lavanya Jindal, Market Analyst for Future of Customer Experience, IDC Asia/Pacific.


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