Adobe named a leader in IDC MarketScape: Worldwide Customer Data Platforms Focused on Front Office Users 2021-2022 Vendor Assessment
We’re thrilled to announce that we’ve been named a leader in the IDC MarketScape: Worldwide Customer Data Platforms Focused on Front Office Users 2021-2022 Vendor Assessment (doc # US47524621, December 2021). Part of Adobe Experience Cloud, Adobe’s Customer Data Platform (CDP), called Real-Time CDP, was evaluated based on 100+ criteria as well as overall product offering, strategy and market presence. The IDC MarketScape is one of the first major analyst evaluations of CDP technology.
"IDC MarketScape: Worldwide Customer Data Platforms Focused on Front-Office Users 2021–2022 Vendor Assessment", By: Gerry Murray, David Wallace, Michelle Morgan. December 2021, IDC #US47524621e.
IDC MarketScape vendor analysis model is designed to provide an overview of the competitive fitness of ICT suppliers in a given market. The research methodology utilizes a rigorous scoring methodology based on both qualitative and quantitative criteria that results in a single graphical illustration of each vendor’s position within a given market. The Capabilities score measures vendor product, go-to-market and business execution in the short-term. The Strategy score measures alignment of vendor strategies with customer requirements in a 3-5-year timeframe. Vendor market share is represented by the size of the circles. Vendor year-over-year growth rate relative to the given market is indicated by a plus, neutral or minus next to the vendor name.
Data is foundational to building a successful customer experience management strategy, and Adobe Real-Time CDP allows customers to jumpstart on this effort and leapfrog the competition. Real-Time CDP differentiates in the market by offering our customers actionable unified profiles to build comprehensive customer views, built-in governance controls allowing brands to market responsibly as well as an open and extensible architecture providing organizations a path to take on additional use cases as they evolve/grow. These ever-expanding capabilities are backed by Real-Time CDPs tight integration with the Adobe Experience Cloud.
The CDP market has been abuzz over the last several years. Customers are feeling increased urgency to solidify the future of their data management strategy as the cookie-less future shifts from a far-off concept into reality. On the flipside, consumers expect more than ever before, demanding personalized messaging and content in every context while at the same time demanding their privacy expectations be met.
We’re proud that the IDC MarketScape recognizes Adobe’s offering is meeting the moment with the highest score in strategy. In the report the IDC MarketScape notes that “Adobe’s Real-Time CDP helps to address the challenge of developing a 360-degree customer view” and goes on to say that “Customers in large enterprises that need global solutions, services and support should consider Adobe a strong choice.”
The IDC MarketScape recognizes the following strengths:
Analytics — data science: Adobe Customer AI, included in Real-Time CDP, provides customer propensity models, influential factors underlying customer behaviors, and dashboards that visualize model results.
Related offering portfolio: Adobe has an extensive product portfolio for customer experience that complements its CDP offering including Adobe Target, Adobe Analytics, Adobe Journey Optimizer, Adobe Customer Journey Analytics, and Adobe Audience Manager.
Innovation: Adobe releases new enhancements to its CDP product monthly and is planning to support new verticals and use cases for its Real-Time CDP in the next year.
It's an honor to have been named a leader in the CDP category by the IDC MarketScape and we see it as validation of our strategy to provide a complete foundation for customer data management.
Customers finding value with Real-Time CDP:
Panera is using Real-Time CDP to re-imagine customer experience. By leveraging Adobe tools, Panera can apply customer insights to activation and deliver personalization at scale in both physical and digital domains.
BJ’s prides itself on member experiences and is using Real-Time CDP to drive a comprehensive, real-time customer profile. Using deep transactional data captured in the profile, BJ’s is gaining access to increased customer intelligence that fuels loyalty and membership growth.
ServiceNow selected Adobe’s Real-Time CDP for its embedded B2B capabilities, allowing them to influence all aspects of their customer journey in Real-time.
Learn more by downloading an excerpt of the report.