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

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

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."

Please Note: Extended description available upon request.


IDC Market Forecast Figure
Executive Summary
CDP Benefits
Advice for Technology Suppliers
Table
Market Forecast
Market Context
Drivers and Inhibitors
Drivers
Major Vendors Enter the CDP Market
Data, Especially First-Party Data, Will Grow Ever More Important to Customer Experience
Investment and Innovation from the Data Layer
Inhibitors
Privacy and Compliance Rise in Importance
Third-Party Cookies and Open Data Exchanges Will Become Things of the Past
Significant Market Developments
Major Product Announcements
Major M&A Activity
Changes from Prior Forecast
Market Definition
Methodology
Historical and Forecast Market Values and Exchange Rates
Related Research

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