TECH BUYER Mar 2022 - IDC MarketScape - Doc # US48858321

IDC MarketScape: Worldwide Customer Data Platforms Focused on Data and Marketing Operations Users 2022 Vendor Assessment

By:

Gerry Murray
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,
David Wallace
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,
Michelle Morgan
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Abstract

This IDC study compares the functional capabilities and go-to-market strategies of 12 CDP vendors that primarily serve users in marketing technology and operations, data science and analytics, IT, data operations, and privacy and compliance. This document provides guidance to help buyers define their customer data management needs and quickly get an appropriate short list of vendors that may be best suited to their industry, company size, and user base.

"CDPs are essential to providing end-to-end customer experience management capabilities," said Gerry Murray, research director, Marketing and Sales Technology research practice at IDC. "Competing on experience requires every customer interaction to inform and enhance every other. That can only be accomplished by making customer data an enterprise service that is not beholden to any one system or department. CDPs are exceptionally well suited to connecting data, connecting use cases and, ultimately, solving for continuity across all customer touch points and will therefore boost customer loyalty, lifetime value, and market share."


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