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.

To stay competitive in an increasingly digital world, businesses must become masters of data. By 2020, more than seven billion people & companies, and at least 35 million devices, will be wired to the web. Success now depends on not only keeping up with fast paced digital innovation, but also harnessing the continual data explosion it creates; and this will mean a sizeable shift in the way companies handle their insights.

With the growing importance of customer insights in organizations, the role of analytics to extract insight from customer data and embed it back into organizational processes is at the forefront of business transformation. This increased profile has elevated the customer insights role from data geeks feeding the marketing funnel to critical change agents and strategic business partners. It has also made it crucial for companies to have a coherent and consistently executed customer data strategy. In order to seize the opportunity presented by this shift in data’s role, companies must plot a deliberate strategic course — beginning with a clear-eyed assessment of their current capabilities and needs.

To stay competitive in an increasingly digital world, businesses must become masters of data. By 2020, more than seven billion people & companies, and at least 35 million devices, will be wired to the web. Success now depends on not only keeping up with fast paced digital innovation, but also harnessing the continual data explosion it creates; and this will mean a sizeable shift in the way companies handle their insights.

With the growing importance of customer insights in organizations, the role of analytics to extract insight from customer data and embed it back into organizational processes is at the forefront of business transformation. This increased profile has elevated the customer insights role from data geeks feeding the marketing funnel to critical change agents and strategic business partners. It has also made it crucial for companies to have a coherent and consistently executed customer data strategy. In order to seize the opportunity presented by this shift in data’s role, companies must plot a deliberate strategic course — beginning with a clear-eyed assessment of their current capabilities and needs.

In this newsletter, Tealium features the Gartner report, Market Guide for Customer Data Platforms for Marketing. We aim to identify obstacles caused by fragmented customer data silos & establish how CDPs can help data & analytical professionals at enterprise companies improve their first party data management. The recommendations come as the result of a yearlong study, in which Gartner analysts surveyed more than 400 martech end users and technology vendors, and collaborated with high-tier industry publications & reports for secondary research. Consequently, they offer comprehensive insight into CDPs available from a variety of vendors, and factors to consider when evaluating implementation.

To stay competitive in an increasingly digital world, businesses must become masters of data. By 2020, more than seven billion people & companies, and at least 35 million devices, will be wired to the web. Success now depends on not only keeping up with fast paced digital innovation, but also harnessing the continual data explosion it creates; and this will mean a sizeable shift in the way companies handle their insights.

With the growing importance of customer insights in organizations, the role of analytics to extract insight from customer data and embed it back into organizational processes is at the forefront of business transformation. This increased profile has elevated the customer insights role from data geeks feeding the marketing funnel to critical change agents and strategic business partners. It has also made it crucial for companies to have a coherent and consistently executed customer data strategy. In order to seize the opportunity presented by this shift in data’s role, companies must plot a deliberate strategic course — beginning with a clear-eyed assessment of their current capabilities and needs.

In this newsletter, Tealium features the Gartner report, Market Guide for Customer Data Platforms for Marketing. We aim to identify obstacles caused by fragmented customer data silos & establish how CDPs can help data & analytical professionals at enterprise companies improve their first party data management. The recommendations come as the result of a yearlong study, in which Gartner analysts surveyed more than 400 martech end users and technology vendors, and collaborated with high-tier industry publications & reports for secondary research. Consequently, they offer comprehensive insight into CDPs available from a variety of vendors, and factors to consider when evaluating implementation.

To stay competitive in an increasingly digital world, businesses must become masters of data. By 2020, more than seven billion people & companies, and at least 35 million devices, will be wired to the web. Success now depends on not only keeping up with fast paced digital innovation, but also harnessing the continual data explosion it creates; and this will mean a sizeable shift in the way companies handle their insights.

In this newsletter, Tealium features the Gartner report, Market Guide for Customer Data Platforms for Marketing. We aim to identify obstacles caused by fragmented customer data silos & establish how CDPs can help data & analytical professionals at enterprise companies improve their first party data management. The recommendations come as the result of a yearlong study, in which Gartner analysts surveyed more than 400 martech end users and technology vendors, and collaborated with high-tier industry publications & reports for secondary research. Consequently, they offer comprehensive insight into CDPs available from a variety of vendors, and factors to consider when evaluating implementation.

With the growing importance of customer insights in organizations, the role of analytics to extract insight from customer data and embed it back into organizational processes is at the forefront of business transformation. This increased profile has elevated the customer insights role from data geeks feeding the marketing funnel to critical change agents and strategic business partners. It has also made it crucial for companies to have a coherent and consistently executed customer data strategy. In order to seize the opportunity presented by this shift in data’s role, companies must plot a deliberate strategic course — beginning with a clear-eyed assessment of their current capabilities and needs.