Gartner Research

Critical Capabilities for Customer Data Platforms

Published: 26 March 2025

Summary

Customer data platforms help marketing and other customer experience functions collect, unify, segment and activate customer data. Using this research, CMOs can evaluate 12 critical capabilities to identify products that meet business user needs and growing enterprise technology requirements.

Included in Full Research

  • ActionIQ
  • Adobe
  • Amperity
  • BlueConic
  • mParticle
  • Oracle
  • Redpoint Global
  • Salesforce
  • Tealium
  • Treasure Data
  • Twilio
  • Zeta Global
  • Data Collection
  • Customer Profile Unification
  • Integrations
  • Segmentation
  • Privacy
  • Measurement and Reporting
  • Experimentation and Data Science
  • Personalization and Decisioning
  • User Interface
  • Data Collaboration
  • Account Level Aggregation
  • B2B Experience Management
  • Customer Data Management
  • Acquire and Build Audience Segments
  • Unified Commercial Motions
  • Customer Journey Orchestration
  • Cross-Functional Data Orchestration

Analysts:

Rachel Smith,  Lizzy Foo Kune,  Adriel Tey,  Benjamin Bloom,  Suzanne White,  David Walters,  Audrey Brosnan

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Critical Capabilities: A deeper look into provider offerings

How does a Critical Capabilities report work?

As a companion to the Magic Quadrant™, a Critical Capabilities report scores competing products and services against a set of meaningful differentiators. It reveals which options are the best fit in various use cases to help you focus on the vendors best suited to your needs.

A Critical Capabilities report is more than just a diagram. You also get:
Sharper focus

Narrow down the product and service criteria most important to you.

Individualized use cases

Use interactive features to customize usage scenarios based on your organization’s unique needs.

Faster decision making

Use data to speed up provider selection and accelerate the procurement process.

A Gartner Critical Capabilities report is just one of our many offerings.

We provide actionable, objective insight to help organizations make smarter, faster technology decisions to stay ahead of disruption and accelerate growth.

Pick the right provider with confidence

We use a Critical Capabilities report, the Magic Quadrant and more to ensure you select the best-fit provider to avoid the costly repercussions of a poor decision.

Align deal structures and optimize spend

We benchmark pricing against the market so you avoid unnecessary charges.

Reduce complexity and risk

We analyze contract terms and conditions to protect you against future price increases and unanticipated costs.

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