Worldwide Customer Data Platforms Vendor Assessment

This document is an IDC MarketScape report that assesses worldwide customer data platforms (CDPs) focused on business-to-consumer (B2C) users for the years 2024–2025. It outlines the necessity of CDPs in enhancing customer experience (CX) in competitive B2C markets, where personalized interactions are crucial for financial growth. The report details how B2C organizations are increasingly adopting CDP technologies to unify customer data and insights for various marketing use cases. It reviews the evolving capabilities of CDPs, emphasizing the importance of real-time data activation across multiple channels to facilitate seamless customer journeys. The document also discusses the inclusion criteria for CDP vendors in the assessment, focusing on their core capabilities and market presence. Furthermore, it provides strategic advice for technology buyers on selecting CDPs, highlighting the need for real-time personalization, governance, and the integration of generative AI capabilities. The report concludes with vendor summary profiles, detailing key observations about each vendor's strengths and challenges.