target audience: TECH SUPPLIER Publication date: Sep 2024 - Document type: Market Analysis Perspective - Doc Document number: # US52561124
Market Analysis Perspective: Worldwide Customer Data Platforms Applications Software, 2024
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Abstract
This IDC Market Analysis Perspective (MAP) provides a perspective on the customer data platforms (CDPs) applications software market, which delivers significant positive business outcomes for brands by providing a unified customer data profile and repository into which all real-time, streaming, and other forms of structured and unstructured data are linked together for a clean, complete view that is constantly updated.
Brands use zero- and first-party data, along with AI and analytics-based insights, to engage with customers through all types of channels to improve customer experience and drive personalized, real-time engagements. CDPs provide customer data service to all customer-facing and back-office functions of the brand (subject to proper data privacy and consent) to respond with higher levels of customer personalization, trust, loyalty, and advocacy. CDPs deliver value across every form of customer engagement model — B2C, B2B, B2B2C, and DTC — across channels, modalities, and journeys.
The current market size, future growth, buyer demand drivers, and advice for technology suppliers are included in the presentation.