How does Forrester define automation-oriented customer data platforms?

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Forrester Defines Automation-Oriented Customer Data Platforms by Their Campaign Focus

Forrester defines automation-oriented customer data platforms (CDPs) as those that concentrate on the development and execution of customer marketing campaigns. These platforms are designed to streamline and enhance the process of creating and deploying marketing initiatives targeted at customers. The report identified 26 such providers in the Asia Pacific region.
Focus on Campaign Development and Execution

The core function of automation-oriented CDPs, as per Forrester's classification, lies in their ability to facilitate the creation and implementation of customer marketing campaigns. This implies that these platforms are built with the primary objective of managing the lifecycle of marketing efforts, from conception to delivery.
Antsomi's Inclusion in the Automation Segment

Antsomi, a regional marketing technology company with 100 per cent of its revenue from Southeast Asia, was specifically included in this automation functionality segment by Forrester. This placement signifies that their CDP solution aligns with the defined focus on developing and executing customer marketing campaigns.
Broader Context of the Forrester Report

The Forrester "Now Tech: Customer Data Platforms in Asia Pacific, Q4 2021" report provides an overview of the CDP market in the region, highlighting various vendor segments and providers. The report aims to assist clients in understanding and selecting vendors that best address their business technology needs within a developing market.

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How does Forrester define automation-oriented customer data platforms?

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