IDC-MarketScape-亚太区客户数据平台2023年供应商评估报告-22页_540kb

IDC MarketScape 2023: Asia/Pacific Customer Data Platform Vendor Assessment

Report Overview

This IDC MarketScape examines CDP vendors in Asia/Pacific (APJ) for 2023, focusing on their capabilities and strategies to support digital-first customer experiences (CX). The analysis aims to assist technology buyers in making informed decisions by evaluating vendors based on specific criteria.

Key Market Trends

• Asia/Pacific organizations are undergoing digital transformation, with a goal to derive 43% of revenue from digital sources by 2027.
• Digital investments have led to improvements in customer satisfaction (25%) and revenue (23%) between 2021 and 2022.
• Customer data platforms (CDPs) are foundational for enabling contextualized, seamless, and intelligent digital-first CX.
• Regulatory pressures and initiatives like Apple's App Tracking Transparency drive reliance on first-party data.

Vendor Selection Criteria

Vendors are included if they:

• Offer CDP applications with data aggregation, analytics, and activation capabilities.
• Have a significant APJ presence, including local support, datacenter coverage, and at least three in-region customers.
• Generate over US$1 million in APJ revenue.
  Assessment covers two main categories:
• Capabilities: Evaluation of CDP functionalities, such as aggregation, analysis, and activation.
• Strategy: Alignment with future market needs over three to five years, including GTM strategy, product innovation, and industry expertise.

Advice for Technology Buyers

• Align CDP investments with a strategic CX road map, prioritizing capabilities that address immediate and future goals.
• Prioritize vendors that provide strong foundational functionalities, such as speed, scalability, and AI/ML for personalized experiences.
• Consider deployment options, user requirements, and localized support for APJ compliance and support.
• Build an enterprise customer data layer to avoid siloed data and enable cross-functional workflows.

Summary Findings

CDPs enable organizations to refactor data infrastructure without disrupting existing systems, supporting digital transformation. Vendors like DeepZero are positioned in the Major Players category for their AI-driven capabilities, but face challenges in APJ market coverage. Overall, the APJ market demands CDPs that excel in privacy compliance, data integration, and scalable AI use cases.

Conclusion

Strategic CDP selection is crucial for organizations to gain competitive advantage through digital-first CX. Vendors should offer robust capabilities, market fit, and support for evolving trends like AI and first-party data. For more details, refer to IDG-related research.