Updates to CDP Vendor Evaluations

The MarTech marketplaces that RSG covers continue to evolve rapidly and have become more complex (with more overlaps!) this year. The Customer Data Platform (CDP) market is no different.

In fact, the CDP (orange) line on RSG's Omnichannel Vendor Map seems perpetually under construction, with new stations getting added and older ones getting updated, almost on a weekly basis.

This month we updated several of RSG's hard-hitting CDP vendor evaluations:

  1. Updates to RedPoint Global, Evergage, and BlueConic
  2. Added CrossEngage, a Berlin-based CDP with a pronounced GDPR story

CDP Vendors on Orange Line

Figure: CDP Vendors on Orange Line

What’s Trending

AI and ML have always been a key component of CDP tools. Most vendors are improving these capabilities to allow you to use your own models. BlueConic’s AI Workbench, RedPoint’s AI studio, and Evergage’s Data Science Workbench are all examples of these tools. Many more vendors are likely to offer such capabilities. As always, test carefully; these subsystems tend to demo much better than they work in real life.  Also, in most cases you need advanced data science talent to leverage them.

RSG will be adding and updating several more vendors in the near future. If your employer subscribes to RSG's CDP stream you can access your updated evaluations here.


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Webinar: Composable CDPs - Myths and Realities

Register to learn what composability really means in a CDP context and how to distinguish vendor fluff from genuine opportunities. Come away with some conclusions that might surprise you!