TECH SUPPLIER Mar 2022 - Market Perspective - Doc # US48956322

The Flight to First-Party Data and the Journey to Empathy at Scale, Part 1: N-Party Data


Gerry Murray

This IDC Market Perspective provides insights and guidance for vendors to identify opportunities to innovate on their customer data management capabilities.

"Customer data may be the most underutilized asset in every business, but how would you know? More innovation is needed by vendors to help brands understand the whole life cycle of the customer's data journey, to enable brand to apply customer-centric metrics to data collection, processing, and use. Otherwise, brands will continue to suffer an inability to surpass the proverbial 50% effectiveness threshold that has plagued them for decades." — Gerry Murray, research director of IDC's Marketing Technology Applications service


Subscriptions Covered

Marketing Technology Applications

Regions Covered


Topics Covered

Marketing automation, Marketing operations


Get More

When you purchase this document, the purchase price can be applied to the cost of an annual subscription, giving you access to more research for your investment.

Related Links

Do you have questions about this document
or available subscriptions?

Contact Us