Observed Signal · Feb 28, 2023 · Research Report · Source: CMSWire · Impact: 2/5 · Sentiment: Positive
CDP Adoption Triples, Yet Most Firms Still Lack a Platform
According to the 2022 CDP Institute Member Survey, nearly two-thirds of companies still do not use a customer data platform (CDP), despite progress in unifying customer data. CDP deployments tripled from 10% in 2017 to 31% in 2022, while the share of companies with a unified customer database nearly doubled from 21% to 39%. Experts Tony Byrne of Real Story Group and David Raab of the CDP Institute explain that unified data is the foundational benefit of a CDP, and projects fail when companies ignore data management issues. Companies with both a CDP and unified data report the highest satisfaction. Retail and media were the earliest adopters, with growing interest in financial services and travel.
Provides market data on CDP adoption and best practices, relevant for MarTech decision-making, but not industry-shifting.
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Key Takeaways & Evidence Grounding
- According to the 2022 CDP Institute Member Survey, 31% of companies had deployed a CDP in 2022, up from 10% in 2017.
- The share of companies with a unified customer database nearly doubled from 21% in 2017 to 39% in 2022.
- Nearly two-thirds of companies still do not use a customer data platform.
- Companies with both a CDP and unified customer data report the highest satisfaction levels.
- Retail and media were the earliest CDP adopters, with growing interest in financial services and travel.
Connected Companies & Entities
2 Entities mapped“The institute's annual survey serves to provide insight into the current state of the CDP industry based on member responses from current or...”
“That said, we still see a lot of buyer interest and among RSG's own subscriber base we see some companies now going on their second CDP afte...”
Ontology Mapping & Concepts
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