06 Apr 2022

New IDC MarketScape Evaluates Worldwide Retail and CPG Customer Data Platform Software Providers

LONDON, April 6, 2022 — Considering the fast-changing context in which retailers and CPG companies deal with large amounts of unstructured and fragmented data from different interfaces and business functions, data accuracy is critical. Integrating data silos and leveraging AI/ML analytics remain fundamental for companies that aim to achieve real-time contextual customer experience at scale.

In the consumer industry, breaking down data silos and complying with security standards and regulations are among the top challenges when implementing customer experience processes. IDC predicts that "by 2024, 25% of the customer data utilized to drive personalized experiences and improve omni-channel merchandising, marketing, and service intelligence will be sourced from shared customer data hubs" (see IDC FutureScape: Worldwide Retail 2022 Predictions — IDC #US47249621, October 2021).

IDC Retail Insights aims to help retailers and CPG companies select worldwide customer data platform software and specialty providers. IDC's new Worldwide Retail and CPG Customer Data Platform Software Provider 2022 Vendor Assessment MarketScape assesses the capabilities and strategies of major enterprise software vendors and specialty CDP providers in serving the needs of retail and CPG companies and brands worldwide across industry segments (food and non-food retail). Vendors are assessed according to their success in designing, developing, installing, configuring, and maintaining the evolution of a complete customer data platform serving retailers and CPG companies.

The study evaluates 13 vendors: Adobe, Algonomy, Amperity, BlueConic, Microsoft, mParticle, Optimove, Redpoint Global, Salesforce, SAP, SAS, Tealium, and Treasure Data. Vendors are evaluated on a range of capabilities:

  • Customer identity and privacy management
  • Retail- and CPG-specific services and use cases
  • CDP core capabilities and functions
  • External collaborations to address retail and/or CPG-specific needs
  • Support and training services
  • Software deploy and support

For more information on the study or to arrange a one-on-one briefing with Ornella Urso and Filippo Battaini, please contact Mathew Heath at +44 20 8987 7107 or mheath@idc.com.

About IDC MarketScapes

The IDC MarketScape criteria selection, weightings, and vendor scores represent well-researched IDC judgment about the market and specific vendors. IDC analysts tailor the range of standard characteristics by which vendors are measured through structured discussions, surveys, and interviews with market leaders, participants, and end users. Market weightings are based on user interviews, buyer surveys, and the input of IDC experts in each market. IDC analysts base individual vendor scores — and ultimately vendor positions on the IDC MarketScape — on detailed surveys and interviews with vendors, publicly available information, and end-user experiences in an effort to provide an accurate and consistent assessment of each vendor's characteristics, behavior, and capabilities.

About IDC Retail Insights

IDC Retail Insights assists retail businesses and IT leaders — as well as the suppliers that serve them — in making more effective technology decisions by providing accurate, timely, and insightful fact-based research and consulting services. Staffed by senior analysts with decades of industry experience, our global research analyzes and advises on business and technology issues facing asset-intensive, brand-oriented, technology-oriented, and engineering-oriented retail industries. International Data Corporation (IDC) is the premier global provider of market intelligence, advisory services, and events for the information technology market. IDC is a wholly owned subsidiary of IDG, the world's leading technology, media, research, and events company. For more information, please visit www.idc-ri.com, email info@idc-ri.com, or call 508-988-7900. Visit the IDC Retail Insights Community at http://idc-community.com/retail.

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