See what’s next for CDPs
Customer data platforms (CDPs) used to just be a buzzword. Now? They’re dominating every conversation around customer data and martech stacks. Ready to see how big brands are winning with CDPs? This report gives you the raw insights on what’s working, what’s not, and what’s next.
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Enterprise brands are juggling tons of tech – but it’s still not meeting needs.
Of the 300 professionals surveyed, 90% currently use more than one CDP… NINETY. PERCENT. Nearly half (44%) use three CDPs, and one-quarter use either two (23%) or four (23%) CDPs. But even with multiple platforms, most CDPs aren’t meeting the needs of the modern enterprise.
If that feels like a major disconnect to you, you’re not wrong. Brands are juggling more tech than ever trying to reach their goals, but it’s still not solving problems as intended. Tech should make life easier, but instead, it’s creating more headaches.
Packaged CDPs are losing steam.
A traditional or packaged CDP is a standalone platform that stores a copy of your customer data on its own servers and helps you activate that data across various channels and destinations. Brands typically need to use the data models and data sources that the packaged CDP supports.
“56% of organizations prefer a composable CDP when purchasing a new solution.”
A composable CDP is an unbundled solution that collects, models, and activates customer data from your existing data infrastructure. Instead of operating as a separate entity, a composable CDP integrates directly with your existing data source.
Enterprise pros have positive sentiments toward composable CDPs, often preferring the modern approach over legacy tech. If purchasing a new platform, more than half (56%) of organizations would rather buy a composable CDP, while one-third (33%) have no preference for composable vs. packaged CDP.
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