This IDC study assesses key retail digital marketing technology services vendors focused on nine parameters expected to be most predictive of success. Digital transformation of daily living and customer engagement is accelerating the convergence of marketing agency services and marketing technology services. This IDC MarketScape address retailers evaluating third-party service providers to support the digital transformation of their omni-channel marketing technologies.
"Our research identifies comprehensive criteria that retailers should consider to ensure the success of their efforts," said Greg Girard, program director, IDC's Worldwide Omni-Channel Retail Analytics Strategies Service. "Success starts before selecting the right firm and entails readying the organization for engaging the firm best suited to your needs; aligning priorities and incentives of all parties involved; resourcing the effort with talent, technical, and financial wherewithal; and being clear — or getting clear about your objectives, strategies, and tactics."