target audience: TECH BUYER Publication date: Oct 2023 - Document type: IDC TechBrief - Doc Document number: # US49190523
IDC TechBrief: Customer Data Platform in Retail
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Abstract
This IDC TechBrief provides IT leaders and customer experience (CX) lines of business with an executive snapshot of customer data platform (CDP) technology, offering basic working knowledge of the concept, urgency of retailers' investments, descriptions of key adjacent technologies, and a shortlist of potential products and vendor partners.
"With the potential of AI and GenAI applications to intelligently improve CX and deliver coherent and consistent personalization, CDPs are anything but a second priority," said Ornella Urso, head, IDC Retail Insights Europe. "Retailers striving to gain a competitive advantage through the implementation of intelligent foundations across the retail value chain should begin by focusing on the foundational elements of CX. This entails harnessing the potential of data to deliver value to customers and brands."