Abstract

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

Coverage