TECH SUPPLIER Mar 2020 - Market Forecast - Doc # US46113120

Worldwide Customer Data Platform Forecast, 2020–2024: Calm Before the Marketing Cloud Vendor Storm

By: Gerry MurrayResearch Director, Marketing and Sales Technology

Abstract

This IDC study presents the size and growth for the customer data platform (CDP) market worldwide.

"Data is the global food supply for customer experience," said Gerry Murray, director, Marketing and Sales Technology research at IDC. "CDPs manage a widely diverse set of perishable ingredients that need to be stored, prepared, and served with care. To get the most out of the data inventory, every staff member needs to learn how to use an expansive set of enterprise data to do their jobs better, invent new things to do, and serve brand new experiences to customers. CDPs deliver extraordinary data inventories and analytical power, but without broadening the way people think about data, innovation will be limited."


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