The data management landscape is evolving at a rapid pace, with stringent privacy laws across the globe and the imminent cookieless world, pressing marketers to devise sustainable data-driven strategies. At the same time, customers expect marketers to provide them with seamless omnichannel experiences accompanied by real-time personalization and respect for data privacy.
Thus, there is an urgent need for marketers to shift their focus from targeted marketing to 1:1 Personalization to reduce customer churn and improve branding, as well as achieve competitive dominance.
In this research, we highlight the significance of Customer Data Platforms (CDPs) for marketers to achieve true 1:1 personalization. We feature emerging providers in the CDP space and present a comprehensive roadmap for enterprises to achieve desired business outcomes and mitigate challenges in their personalization journeys.
Scope
Geography: global
Our assessment is based on interactions with selected CDP providers and Everest Group’s tracking of the marketing technology landscape
Contents
In this report, we examine:
Data management trends and opportunities
Data management challenges and CDPs
A data-driven personalization roadmap and the technology ecosystem
