Summary
The customer data platform (CDP) market continues to evolve, with one notable shift in the last year: Established marketing technology (martech) vendors, such as Adobe, Oracle, and Salesforce, have entered the fray. To remain competitive in this complex marketplace, CDPs must deliver clear value to B2C marketers. They need to achieve functional competency and extend their automation and intelligence capabilities to drive better business outcomes for marketers. This report outlines the state of the CDP market today and the critical capabilities that CDPs must develop to meet the current and future needs of enterprise B2C marketers.
Log in to continue reading
Client log in
Welcome back. Log in to your account to continue reading this research.
Become a client
Become a client today for these benefits:
- Stay ahead of changing market and customer dynamics with the latest insights.
- Partner with expert analysts to make progress on your top initiatives.
- Get answers from trusted research using Izola, Forrester's genAI tool.
Purchase this report
This report is available for individual purchase ($1495).