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Quest for Unified Customer Data: How CDPs Enter Mix

February 28, 2023

Via: CMSWire

While companies have made solid progress in unifying their customer data, nearly two-thirds still don’t use a customer data platform (CDP). This leaves copious room for growth, according to the 2022 CDP Institute Member Survey.

“It’s not surprising that 2/3rds of firms still haven’t licensed a CDP,” said Tony Byrne, president of Real Story Group. “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 after making a too-hasty decision when the market was younger some years ago. This time they want to do it right.”

Since the first survey in 2017, the number of respondents with a unified customer database has nearly doubled, from 21% to 38%. CDP deployments grew even faster, tripling from 10% in 2017 to 31% in 2022.

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