Published: 19 February 2024
Customer data platforms address marketing’s long-standing data challenges by collecting, unifying, segmenting and activating customer data across devices, channels and enterprise data applications. CMOs should use this research to evaluate vendors across 13 critical capabilities.
More than two-thirds (67%) of respondents to the 2023 Gartner Marketing Technology Survey say they’ve adopted a customer data platform (CDP), but they estimate using only 47% of the total capabilities available in their solutions, down from 55% in the equivalent 2022 survey.
The majority of vendors’ best executed use case is customer data management, compared to segment development and activation, B2B and account-based marketing (ABM) support, and cross-functional customer experience (CX) support. This is a testament to the market’s focus on easing marketer’s challenges in collecting data, unifying and deduplicating customer profiles, and integrating across the martech stack
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Analysts:
Rachel Smith, Benjamin Bloom, Lizzy Foo Kune, Adriel Tey, Suzanne White, David Walters
Gartner Critical Capabilities research complements Gartner Magic Quadrant™ analyses by offering deeper insights into products and services provided by multiple vendors in specific markets, focusing on how well each product meets detailed functional requirements rather than on the vendors’ overall market positioning.
For more information, see the FAQ on How Products and Services Are Evaluated in Gartner Critical Capabilities or visit the Gartner Critical Capabilities methodology page.
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