Abstract

This IDC study compares the functional capabilities and go-to-market strategies of 11 CDP vendors that serve companies with less than 1,000 employees. 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 company size, industry, and user base.

"Growth companies in the midmarket are under just as much pressure as large enterprises to provide holistic end-to-end customer experiences," said Gerry Murray, research director of IDC's Marketing and Sales Technology Research Practice. "Competing on experience requires every customer interaction to inform and enhance every other, and 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. Customer data is so critical to competing on experience that your data infrastructure is your brand."

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