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TECH BUYER Dec 2018 - IDC TechBrief - Doc # US43795118

IDC TechBrief: Customer Data Platforms Personalization and More for Marketers

By: Gerry MurrayResearch Director, Marketing and Sales Technology

Abstract

This IDC TechBrief describes the needs, use cases, risks, and success factors associated with a customer data platform deployment.

"Marketers with greater insights into the whole customer relationship have a distinct competitive advantage to reach the best customers with the most compelling content the fastest," said Gerry Murray, research director of IDC's Marketing and Sales Technology service. "This requires data from other departments to be readily available to drive marketing decisions at scale in real time. Customer data platforms can solve some of the biggest challenges for marketers in this regard by pulling together previously inaccessible and incompatible data sets, resolving customer identities, and recommending the best way to communicate with each individual contact. The business value is in higher customer engagement, conversion, and loyalty."


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