Best Practice Report

The Capabilities CDPs Need To Deliver Value For B2C Marketers

January 16th, 2020
Joe Stanhope, VP, Principal Analyst
Joe Stanhope VP, Principal Analyst
Stephanie Liu, Senior Analyst
Stephanie Liu Senior Analyst
With contributors:
Mary Pilecki , Cole Walsh , David Novitzky , Christine Turley

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.

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