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Customer Data Platform Growth Shifts to New Markets: CDP Institute Report


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:

  • Only 10% more companies 10 billion dollars in revenues report completely disconnected systems compared to 50% of companies under 10 million dollars. Similarly, 81% of the largest firms report that CDP deployments are complete or ongoing, while only 27% of the smallest firms have a CDP deployed and none are working on a new one.
  • For the first time, more than half (56%) of companies also had a CDP with unified data. In past reports, more companies achieved unified data without a CDP than with one.
  • Users report that 64% of deployed CDPs return significant value, a number that has been decreasing over time. Vendor claims have also moderated: fewer now claim that almost all implementations are successful, although more claim that most projects are successful.
  • Users see unified data as the primary purpose of CDP, cite organizational issues as the biggest barriers, and prioritize integration as the top choice requirement. Companies that choose systems based on price continue to be less successful than companies that choose based on features. These are in line with the results of past member surveys.

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