When it comes to evaluating technology vendors, IDC MarketScape is a go-to resource for organizations seeking clarity in an increasingly complex landscape. It breaks down vendor strengths and challenges, offering detailed assessments that help business and IT leaders make confident, strategic tech investments.
In the world of customer data platforms (CDPs), these decisions have never mattered more. As expectations for real-time personalization, data privacy, and AI-powered engagement accelerate, CDPs are no longer just about unifying customer profiles—they’re becoming the nerve center for customer experience (CX), enterprise data, and automation.
In this post, we’ll highlight the key takeaways from the IDC MarketScape: Worldwide Customer Data Platforms Focused on B2C Users, 2024–2025. You’ll discover the trends shaping the CDP landscape, understand the evaluation methodology, and see why ActionIQ by Uniphore was named a Leader—and how its recent acquisition by Uniphore signals a new era for intelligent customer experience infrastructure.
Key Takeaways from the 2024–2025 IDC MarketScape
- IDC MarketScape simplifies vendor selection: It’s a tool to help businesses reduce risk and align tech decisions with strategic goals.
- Emerging CDP trends to watch: AI, real-time data, privacy, and composability are reshaping how brands engage with customers.
- ActionIQ by Uniphore named a Leader: With the highest score on capabilities, ActionIQ by Uniphore continues to stand out for innovation, scale, and performance.
Understanding IDC MarketScape for B2C CDPs
The IDC MarketScape for Worldwide CDPs Focused on B2C Users offers a deep dive into the leading platforms helping enterprise brands manage and activate customer data. It evaluates vendors across a wide range of criteria—from architecture and integrations to AI capabilities and customer support.
Unlike basic comparison tools, IDC MarketScape uses a rigorous methodology that blends qualitative and quantitative data. That means real customer feedback, market momentum, future readiness, and technical capabilities all factor into the rankings—giving organizations a more nuanced and practical guide for vendor selection.
What Is IDC MarketScape?
IDC MarketScape is a trusted vendor evaluation model that charts companies based on two key dimensions:
- Strategic capabilities: long-term vision, product innovation, roadmap execution
- Current execution: product performance, customer satisfaction, market traction
It also offers in-depth qualitative insights, helping buyers assess how well vendors align with their organizational needs—whether that’s data security, scalability, or AI-powered decisioning.
Why the IDC MarketScape Matters
Choosing the wrong technology can slow progress and waste budget. IDC MarketScape helps mitigate that risk by providing a balanced, data-backed view of each vendor’s strengths and limitations, as well as how real customers are experiencing the product.
It’s not just a visual chart—it’s a strategic tool, helping IT and marketing leaders evaluate platforms based on long-term value, not just short-term features.
IDC is also known for its quantitative rigor and accurate market forecasting, making this report a must-read for companies investing in profit-forward customer journey transformations and future-ready CX infrastructure.
How IDC MarketScape Evaluates Vendors
IDC’s evaluation process sets a high bar. It includes:
- Quantitative factors: revenue growth, customer adoption, market share, scalability
- Qualitative analysis: innovation, customer support, vision, ecosystem fit
This dual approach ensures that vendors aren’t just scored on what they offer today—but also on how well-positioned they are to meet the evolving needs of modern enterprises tomorrow.
Key Trends in the 2024 CDP Market
The latest IDC MarketScape reflects the evolution of CDPs from marketing tools to enterprise platforms. As customer journeys become more fragmented and data volumes skyrocket, businesses need CDPs that are smarter, faster, and more flexible. Top trends include:
AI-Driven Personalization
Enterprises are using AI to personalize experiences at scale through AI use cases such as predicting intent, reducing churn, and optimizing content delivery in real time.
Real-Time Data Processing
In today’s digital environment, milliseconds matter. CDPs must process and activate data instantly to meet customer expectations.
Privacy & Compliance
Global regulations (like GDPR and CCPA) are raising the bar. CDPs must offer native support for consent management, data governance, and compliance automation.
Composability & Hybrid Architectures
Monolithic platforms are out. Brands want CDPs that integrate seamlessly with their existing tech stack, especially with cloud data warehouses like Snowflake and Databricks.
These trends make it clear: the CDP of the future is intelligent, modular, and built for enterprise scale.
ActionIQ by Uniphore: A Leader in the 2024–2025 IDC MarketScape
ActionIQ by Uniphore was recognized as a Leader in the B2C CDP category, receiving the highest score on the capabilities axis in this year’s IDC MarketScape. That recognition reflects strength in key areas like:
- Hybrid-composable architecture for data flexibility and security
- AI and machine learning features for audience creation, predictions, and lifecycle management
- User-friendly activation tools for both technical and non-technical users
- Strong data governance and privacy controls
A New Chapter: ActionIQ Joins Uniphore
After the IDC report was released, ActionIQ joined Uniphore, a leader in enterprise AI and automation. This move combines ActionIQ’s composable data infrastructure with Uniphore’s AI creating a unified platform that powers end-to-end customer engagement.
Together, the new platform will support:
- Real-time journey orchestration
- AI-native personalization
- Secure, scalable data infrastructure
It’s a major step forward in the evolution of CDPs—and a signal that CX, AI, and data are converging into one strategic stack.
Case Study #1: How e.l.f. Beauty Powers Personalization with First-Party Data
By using quizzes and surveys to collect first-party data, e.l.f. builds detailed profiles for each shopper. With ActionIQ by Uniphore, they can use that data to personalize experiences across campaigns and channels—driving loyalty and lifetime value.
“It truly was a platform that brought all the pieces I needed to create a single golden record for my consumer.”
– Ekta Chopra, Chief Digital Officer, e.l.f. Beauty
The Future of CDPs: Where It’s All Going
As businesses continue to mature their customer experience strategies, CDPs will play an even more central role—not just as marketing tools, but as enterprise platforms that connect AI, automation, and data strategy.
The combination of real-time capabilities, hybrid infrastructure, and AI-driven intelligence will define the leaders of the future. And with ActionIQ now part of Uniphore, that future is already taking shape.
Final Thoughts: Why the IDC MarketScape Is Essential
The 2024–2025 IDC MarketScape for B2C CDPs is more than just a snapshot—it’s a strategic guide to a rapidly changing market. With in-depth evaluations, trend analysis, and a clear look at which vendors are future-ready, it’s an essential resource for business and IT leaders alike.
For organizations focused on growth, personalization, and scalable CX, choosing the right CDP is a decision that will define the next era of customer engagement.
Frequently Asked Questions
What is IDC MarketScape?
It’s a vendor assessment tool that ranks technology providers based on strategic vision and current capabilities. It helps buyers evaluate competitive positioning and choose the right partners.
How does IDC MarketScape assess vendors?
Through a mix of qualitative and quantitative data, including market share, customer satisfaction, innovation, and execution.
Why is the IDC MarketScape important?
It helps businesses make more strategic, lower-risk technology investments—especially in fast-changing markets like customer data platforms.
What makes ActionIQ by Uniphore a Leader?
ActionIQ by Unipohre stands out for its hybrid-composable architecture, AI functionality, and strong governance capabilities. Its acquisition by Uniphore further expands its CX and AI capabilities.
How can businesses access IDC MarketScape reports?
Through direct purchase, corporate access, or vendor-sponsored versions. Check with IDC or ActionIQ by Uniphore for availability.
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