TECH SUPPLIER Mar 2020 - Market Share - Doc # US46130720

Worldwide Customer Data Platform Market Shares, 2019: Calm Before the Marketing Cloud Vendor Storm

By: Gerry MurrayResearch Director, Marketing and Sales Technology

Abstract

This IDC study presents estimated 2019 customer data platform (CDP) software revenue shares in a total market valued at $752.1 million.

"The data infrastructure required to run modern digital marketing at scale is becoming very complex," according to Gerry Murray, research director, Marketing and Sales Technology research service at IDC. "Databases, data warehouses, data lakes, data management platforms (DMPs), customer data platforms, and more create a diverse ecosystem of repositories, pipelines, transformation processes, security, and compliance challenges. Marketers must carefully plan what data needs to be moved under which conditions in order to optimize performance and cost of data and analytics. Done right, the data infrastructure delivers competitive advantage in the form of lower costs and greater effectiveness. Done wrong, it will be an operational bottleneck and economic burden."


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