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2020 Gartner Market Guide for Customer Data Platforms

Evaluate the CDP marketplace using data and analytics technology

Market Guide for Customer Data Platforms

Marketers struggle to fully leverage integrated customer data, which has driven hype around the opportunity of customer data platforms.

Effective use cases for customer data platforms often depend on or overlap with capabilities in IT systems such as master data management, which contain customer data but are typically managed outside of marketing.

This report will help marketing leaders understand the customer data platform marketplace before making further investments to improve their first-party data management.

Included in this report:

  • Features of Customer Data Platforms
  • Marketing analysis of CDPs
  • Different CDP Vendor Types

Gartner, Market Guide for Customer Data Platforms, Benjamin Bloom, Lizzy Foo Kune, 8 April 2020

Gartner does not endorse any vendor, product or service depicted in its research publications, and does not advise technology users to select only those vendors with the highest ratings or other designation. Gartner research publications consist of the opinions of Gartner’s research organization and should not be construed as statements of fact. Gartner disclaims all warranties, expressed or implied, with respect to this research, including any warranties of merchantability or fitness for a particular purpose.
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This report is sponsored by Acquia.