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U Customer Data Platform The industry is moving to new users, industries and regions for a second wave of growth, according to the latest member survey from the Customer Data Platform Institute.
Great progress has been made towards the unification of customer data in recent years, with more than half of survey respondents (57%) reporting for the first time that they have a database of unified customers and 68% report an implemented CDP. However, in-process and planned deployments fell from 25% to 17% of respondents, hinting at slower future growth.
Still, the bright spots remain. Expected deployments are highest among B2B companies, mid-sized companies and companies outside the Americas.
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The survey shows a shift toward martech management by IT teams, rather than individual departments or martech organizations. But it also finds that satisfaction with martech results is higher when a martech team is in control. Traditional “packaged” CDPs are still more common than the “warehouse-native” (composable) approach, although nearly a quarter of service vendors report that most or all of their projects use a “warehouse-native” approach warehouse”.
Other key findings of the study include:
- Only 10% of the above companies $10 billion in the revenue report entirely disconnected systems, compared with 50% of companies below $10 million. Similarly, 81% of the largest companies state that a CDP implementation is complete or underway, while only 27% of the smallest companies have a CDP implemented and none are working on a new one.
- For the first time, more than half (56%) of companies with unified data also had a CDP. 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 figure that has fallen over time. Vendor claims have also become more modest: fewer now say that almost all implementations are successful, although more say that most projects succeed.
- Users see unified data as the primary goal of a CDP, cite organizational issues as the biggest obstacles, and prioritize integration as their top selection requirement. Companies that select systems based on cost continue to be less successful than companies that select based on features. These are consistent with the results of past member surveys.
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