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The Customer data platform industry is shifting to new users, sectors and regions for a second wave of growth, according to the latest survey of members of the Customer Data Platform Institute.
Great strides have been made toward unifying customer data in recent years, with more than half of survey respondents (57%) reporting for the first time that they have a unified customer database and 68% reporting a CDP in place. Still, in-progress and planned deployment decreased from 25% to 17% of respondents, suggesting slower future growth.
Still, bright spots remain. Expected deployment is higher for B2B firms, mid-sized businesses, and non-America companies.
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The survey shows a shift towards martech management by IT teams rather than individual departments or martech organizations. But he also finds that satisfaction with martech results is highest when the martech team is in control. Traditional “packaged” CDPs are still more common than “stock” (stackable) approaches, although nearly one-quarter of service providers report that most or all of their projects use a “stock” approach.
Other key findings of the study include:
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