FOR RELEASE: 2018-08-29CONTACT:
Elina Glazer (e-mail)
Marketing Manager, Real Story Group
Work 617-340-6464 x127
New research from independent analyst firm Real Story Group finds a growing field of Customer Data Platform (CDP) vendors. These vendors seek to address long standing needs of marketing departments for unified customer and prospect records to support omnichannel engagement.
Published today at https://www.realstorygroup.com/Reports/CDP/, and available by subscription, Real Story Group’s vendor evaluations analyze the strengths and weaknesses of 18 major CDP offerings.
Customer Data Platforms collect and aggregate customer information from various sources, such as CRM, Ecommerce, and other engagement and analytics systems. Marketers use CDPs to better understand, segment, and engage their customers and prospects. Key research findings include:
Real Story Group expects more M&A activity in this space, as other large vendors seek to round out their suites, but we do not expect major consolidation and reduction in the number of CDP vendors in the near term.
A sample RSG vendor evalution is available for free download.
Marketers quite rightly want to replace siloed customer record stores and complex data warehouse environments they can’t control,” notes RSG founder Tony Byrne, “but they need to carefully test even the most ‘marketing-friendly’ CDPs against specific use cases to ensure the technology will actually work for them.
The CDP marketplace is evolving at a very rapid pace,” adds RSG contributing analyst, Apoorv Durga, “and while MarTech suite vendors are starting to up their game here, pure-play start-ups still hold the lead in terms of marketer usability and channel-agnostic feature sets.
Real Story Group is a uniquely “buy side” analyst firm, working solely for solutions buyers and never for vendors.
We provide research and advisory services to help customers select and optimize the right digital workplace and marketing technologies. RSG evaluates Web Content & Experience Management, Digital Asset Management, ECM, Enterprise Collaboration, Portals, Office 365, CRM, CDPs, and Marketing Automation & Campaign/Lead Management Technologies.