TECH BUYER Jul 2021 - Tech Buyer Presentation - Doc # EUR148086121

Enabling Empathetic eCommerce by Leveraging Digital Marketing Technology

By: Giulio RaffaeleResearch Manager, Retail Insights, IDC Europe, Filippo BattainiHead of IDC Retail Insights, Europe, Ornella UrsoSenior Research Analyst, IDC Retail Insights

On-line Presentation


This IDC Market Presentation analyzes the key challenges, investment plans, and technologies that enable the efficient and effective combination of ecommerce capabilities (abstracted into hybrid multicloud retail commerce platforms) and digital marketing capabilities. The presentation includes IDC's framework for building empathetic customer relationships that leverage real-time contextual personalization capabilities across the entire customer journey. The document also includes a case of collaboration between a brand and a retailer on localized marketing campaigns as well as IDC's recommendations for retailers.


  • 13 slides

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