In the 2020 Tealium State of the CDP Report, we asked over 300 U.S. decision makers in marketing and data/analytics how they are leveraging CDPs today, the challenges they face with current vendors and their future plans for CDP technology. The results reveal that many organizations are still searching for the right solution: 58% of respondents with CDPs said they are planning to switch to a different provider within the next 12 months.

Something needs to change for customer data to reach its full potential. Businesses need greater clarity into what CDPs do, how to select the right CDP and how to optimize the technology — or they risk missing out on enormous CDP benefits.