© 2024 Tealium Inc. All rights reserved.

1

Fifth Edition

STATE OF THE CDP

TABLE OF CONTENTS
Introduction

03

Key Findings04

Chapter 1: CDP Selection, Adoption, and Usage

06

Chapter 2: Data Sources, Utilization, and Investment

13

Chapter 3: CDP Success Metrics and Satisfaction

17

Chapter 4: Adapting to Change and Market Forces

22

Conclusion

292024 STATE OF THE CDPINTRODUCTION

As we move into 2024, organizations still face anumber of challenges and market forces impacting
their businesses, including data fragmentationand privacy concerns, the imperative of delivering
personalized customer experiences, driving
efficiency in their business models, and the rise of
AI and the opportunities it presents. In an era wheredata has become the lifeblood of decision-making,businesses grapple with the complexity of managing
disparate data sources, striving to create a unified
view of their customers.

Customer Data Platforms (CDPs)
stand at the forefront, shaping how
businesses understand and engage with
their audiences. CDPs have become
indispensable, from the surge in demand forreal-time data and insights to their pivotal
role in ensuring privacy compliance.
For the fifth edition of our State of the CDP
report, we surveyed over 1,200 professionals
worldwide in the B2B, B2C, and B2B2C
industries. We further analyzed those
respondents based on whether they are
working with a CDP versus not using one.
Companies employing CDPs continue tohighlight the value of their investment, with
90% expressing satisfaction and showcasing
the growing importance of these platforms
in their business strategies. They are also
investing more to support their first-party
data strategies, with 65% of CDP users
increasing spending in this area in 2023.

© 2024 Tealium Inc. All rights reserved.

Additionally, companies with a CDP
continue to be more satisfied with
their ability to create relevant customer
experiences through data than those
without a CDP.
2023 was a year full of change as businesses
continued to adapt to dynamic market
forces, regulatory and compliance laws, andthe growth of AI. 87% of companies with
CDPs view these platforms as indispensable
for future-proofing against evolving market
forces and feel confident in their ability tosupport privacy regulations. Companies arealso looking to CDPs to provide the rightdata available for AI/ML projects, with 91%
stating that CDPs will be critical in thesefuture endeavors.
Join us on this exploration of the State of
the CDP to see how innovative companies
are adopting and using CDPs in order tobreak down data silos, enhance customer
experiences, and streamline operations.

3

2024 STATE OF THE CDPINTRODUCTION

90% of companies with CDPs are

Key Findings

very satisfied with their investment.

Companies are investing
The overall findings indicate that CDP users arevery satisfied with their adoption of Customer Data
Platforms (CDPs). Moreover, they are experiencing ahigh level of ROI in the first 12 months.
They also report that CDPs are important in deliveringreal-time CX and are critical in providing the right data
available for AI and machine learning (ML) projects.

more to support their first-party data
strategies, with 65% of CDP adopters
increasing spending in this area in 2023.

84% of CDP adopters state that theirhigh levels of satisfaction in meeting theirbusiness goals over the past 12 months,
significantly higher than those without a
CDP (60%).

90% of CDP adopters state their “CDP
is critical to delivering trusted customer
experiences.”

CDP allows them to take advantage of realtime data for analysis, decision-making, andexecution.

87% of CDP adopters view their CDP as

80% of CDP adopters state real-time

Companies with CDPs

data is critical for them to meet theirbusiness objectives. This rate increases thelonger the CDP has been in place.

recognize more business value from AI
technologies (80%) than those withouta CDP (51%).

79% of companies with a CDP saw

91% of companies with CDPs feel theirvalue and realized ROI within 12 months of
implementation, up from 74% in 2022.

© 2024 Tealium Inc. All rights reserved.

89% of companies with a CDP showeda main way to future-proof their business.

CDP is critical to providing the right data
available for AI/ML projects.

42024 STATE OF THE CDPINTRODUCTION

Breakdown ofAudience Segments
For This Report

For respondents stating they doutilize a CDP, we asked them how long(maturity) they had been using a CDP.
All respondents were broken out into
one of four categories:

We surveyed both users and non-users of Customer
Data Platforms (CDPs) for this report in order tounderstand differences in some key areas forcompanies that are utilizing a CDP versus
companies that do not.

© 2024 Tealium Inc. All rights reserved.

Currently implementing a CDP or havebeen using one for less than 1 year

Throughout the report, youwill see graphs with these four
categories represented using
the following labels:

No CDP

0-1 yrs.



1-3 yrs.



4+ yrs.

Have been using a CDP for 1-3 years
Have been using a CDP for 4 years
or more5

CDP SELECTION, ADOPTION, AND USAGE

CHAPTER ONE

CDP Responsibility andData Usage Remains
Primarily in IT

Team with the Primary Responsibility for CDPs
62%

57%

The oversight of CDPs can involve multiple
departments within an organization, depending on
its size, structure, and specific needs. Collaboration
among these departments is crucial for the successful
implementation and effective use of CDPs. The
primary responsibility of a CDP continues to residewith IT, with 62% of respondents stating that IT leads
the way with CDP efforts, up from 57% in 2022.

22%

20%

25%

12%
2022
2023

MarketingIT

Data/Analytics

Teams Utilizing Data from a CDP
Several teams and departments within an
organization benefit from using data from a CDP.
Collaboration between these teams is essential
to maximize the value derived from CDP data.
The platform serves as a central hub for customer
information, fostering cross-functional cooperationand helping organizations deliver more personalized
and effective customer experiences.

© 2024 Tealium Inc. All rights reserved.

IT

67%

Marketing39%

Customer Success/Support

37%

Data Science

35%

Sales

33%

Analytics & Business Intelligence
Product

27%

25%

6

CDP SELECTION, ADOPTION, AND USAGE

01

CDP Team Size
Continues to Increase
The size of a team managing a Customer Data
Platform can vary widely based on factors such as thecomplexity of the organization, the scale of operations,and the specific goals and requirements of the CDP
implementation.

Average team size continues toexpand, with 51% of organizations
having more than ten employeeson their CDP team, up from 46%
last year.

Average Team Size Managing the CDP
22%

>20

21%
24%

11-20

30%
36%

6-10

34%
17%

3-5

1-2

13%
2%
1%

2022
2023

Organizations With More Than 20 CDP Team Members
36%

And as the maturity of CDP usage increases, so does
the team size, more than doubling after the four-year
mark compared to companies just starting their
CDP journey.

© 2024 Tealium Inc. All rights reserved.

17%

17%

0-1

1-3

4+
7

CDP SELECTION, ADOPTION, AND USAGE

01

Selection Criteria for
Choosing a CDP Varies
by Maturity Levels

CDP Vendor Selection Criteria
28%

42%

53%

Longstanding history of successful implementations

20%

35%

31%

Global locations and team members

62%

49%

62%

Ease of use

48%

47%

58%

Organizations consider different criteria and characteristics
when selecting a CDP that best fits their needs and how itwill improve customer engagement and business outcomes.

Customer service and support

34%

41%

“Ease of use”, “customer service and support,” and “able tomeet our needs for real-time data collection and activation”
were the most important factors when selecting the right
CDP for these organizations.

33%

Vast marketplace of integrations

28%

28%

35%

Already working with recognized companies

32%

51%

54%

Able to meet our needs for real-time data collection and activation

29%

46%

53%

Compliance with the latest privacy and security regulatory requirements

13%

18%

22%

Single view of the customer

19%

36%

41%

4+ yrs.
1-3 yrs.
0-1 yr.

Trust in our CDP partner© 2024 Tealium Inc. All rights reserved.

8

CDP SELECTION, ADOPTION, AND USAGE

01

Most Valuable CDP Capabilities
and Use Cases
Moving from why companies select and adopt
CDPs, the next part of the report results focuses onwhat specific capabilities drive success and value
for organizations. Overall, companies are utilizing
and receiving additional benefits from more CDP
capabilities the longer they have employed a CDP.
CDPs play a pivotal role in enhancing customercentric strategies, improving operational efficiency,
and fostering better customer relationships acrossthe entire organization which is reflected in the
top use cases identified in this study.

© 2024 Tealium Inc. All rights reserved.

Companies are leveraging CDPs for specific use
cases that help them focus on their customers,from first touch to acquisition to expansion andretention, all while building trust through privacy
and regulatory compliance.

Top CDP Use Cases Identified

1

Customer retention

2

Customer acquisition

3

Privacy and regulatory compliance

4

Personalization at scale

5

Loyalty campaigns

9CDP SELECTION, ADOPTION, AND USAGE

01
Most Valuable CDP Capabilities

66%

53%
56%

53%
51%

45%

62%
50%

34%

23%

27%

36%

46%

4+ yrs.
1-3 yrs.
0-1 yr.

54%
45%

38%

27%

10%
8%

16%

21%

33%

35%

43%

38%

51%

37%

Governanceof data

Identity resolution
across multiple
channels anddata sources

Breadth of
integrations
into othertechnologies

Improve theefficiency ofinternal processes
and resources

Optimize ourmarketing andadvertising spend

Improve
capabilities/
performance acrossour technology
investment

Leverage real-timedata collection andactivation to be
more responsive tocustomer needs

Protect customer
data privacy
and comply
with security
regulations

Identify and target
customers witha personalized
customer journey
through a single
platform© 2024 Tealium Inc. All rights reserved.

10

01

CDP SELECTION, ADOPTION, AND USAGE

Companies are Delighted
with CDPs Delivering on
Core Objectives
Companies are realizing the CDP’s ability to deliveron key objectives across the board, with over 80%of this year’s respondents being satisfied across all
13 objectives (as seen in the next chart). In addition,
there is increased satisfaction across all objectives
compared to last year.

Organizations with CDPs are realizing
increased value year-over-year inmeeting their primary objectives.

© 2024 Tealium Inc. All rights reserved.

11

CDP SELECTION, ADOPTION, AND USAGE

01
Satisfied or Very Satisfied with CDPs Ability to Deliver on Objectives

2022
2023

84%
76%

80%

81%

85%
79%

83%

81%
76%

80%

84%

80%

83%

n/a
Integrations
with othertechnologies mycompany uses

83%

88%

86%
81%

77%

80%

83%
77%

82%

80%

75%

n/a
Higher ROI© 2024 Tealium Inc. All rights reserved.

Building
customer trust

Increasing
customerloyalty andlifetime value

Optimizing
budget andspend

Valuablecustomer
insights

Driving growthacross thecustomerjourney

Real-time datacollection andactivation

Privacy
regulations
compliance

Consent
adherence

Personalization
at scale

Identity
resolution

Targeting theright audience

12

DATA SOURCES, UTILIZATION, AND INVESTMENT

CHAPTER TWO

CDP Adopters are
Leveraging More
Data and Increasing
Investments

Companies Using More than 10 Data Sources

27%

26%

34%

Average

0-1+4Companies use various data sources to gather acomprehensive view of customer interactions andbehaviors across different touchpoints. Leveraging
diverse data sources allows them to create a unified
and holistic customer profile, enabling more
personalized and targeted marketing efforts.

Investment to Support First-Party Data Strategy

67%

4+ yrs.
1-3 yrs.
0-1 yr.

29%

11%

15%

20%

No change© 2024 Tealium Inc. All rights reserved.

70%

60%

27% of companies surveyed leverage more than
10 data sources, which increases to 34% for themost experienced CDP users.
Those who have used a CDP longer have alower tendency to decrease spending in thisarea (10% for 4+ years compared to 29% of
CDP users just getting started).

Companies are investing
more to support theirfirst-party data strategies,
with 65% of CDP users
increasing spending inthis area in 2023.

18%
10%

Decreased spending

Increased spending
13

DATA SOURCES, UTILIZATION, AND INVESTMENT

02

Top Data Sources and Utilization
Satisfaction
The top data sources used with a CDP varydepending on the specific needs and objectivesof the organization. However, some familiar andessential data sources stand out across verticals
and company size.
First-party data continues to be the leading data
source used by companies with a CDP. Identity,
customer service, and transactional data aresources gaining more popularity.

© 2024 Tealium Inc. All rights reserved.

Having the right data is essential to creatingthese customer experiences, but having the righttechnology, like a CDP, to derive insights and takethe right action is critical. Companies witha CDP were more satisfied with theirability to “create relevant customer
experiences through customer data”(91%, up from 86% in 2022) than those
without a CDP (64%).

Top 5 Data Sources Currently Used

1

First party data

2

Identity data

3

Customer service data

4

Transactional data

5

Third-party data

14

DATA SOURCES, UTILIZATION, AND INVESTMENT

02
CDP Users Are More Confident in Creating Relevant Customer Experiences

91%
86%

64%

No CDP© 2024 Tealium Inc. All rights reserved.

CDP

CDP LY

15

DATA SOURCES, UTILIZATION, AND INVESTMENT

02

Real-Time Data is
Critical to Achieve
Business Objectives

CDP Adopters State Real-Time Data is Criticalfor Them to Meet Their Business Objectives
75%

4+ yrs.
1-3 yrs.
0-1 yr.

82%
88%

Organizations have realized that real-time data is instrumental indelivering dynamic personalization, maintaining cross-channel
consistency, optimizing campaigns, and ensuring compliance.
It enables businesses to orchestrate customer journeys, engage
customers based on events, and create unified customer profiles
for a holistic understanding of their audience.

80%

average overall

CDP Provides Ability to Take Advantage of Real-Time Data

89%
79%

Survey respondents demonstrated the importance of real-time
data, with 80% of CDP adopters responding that

real-time data is critical for them to meet theirbusiness objectives. This number rises to 88% for the83%

most experienced CDP users.

84%

average overall

0-1© 2024 Tealium Inc. All rights reserved.

1-3

Additionally, 84% of these organizations stated that CDPs
provide the ability to take advantage of real-time data for
analysis, decision-making, and execution.

4+

16

CDP SUCCESS METRICS AND SATISFACTION

CHAPTER THREE

How Companies
Measure the Successof Their CDP
Measuring the success of a CDP involves assessing
its impact on key business objectives, customer
experiences, and overall operational efficiency.
It’s important for companies to establish clear
objectives before implementing a CDP andregularly assess these metrics to gauge theplatform’s success.

Indicators of Success and ROI of a CDP
2022
2023

2%
1%
My company does not currently measure the success/ROI of its CDP

10%
9%Data privacy and compliance — our data management practices are safer

17%
14%
Revenue — revenue per customer is higher

16%

When asked to choose one metric on how theircompany measures the success/ROI of its CDP,
respondents listed Data Quality first (34%)
followed by Customer Experience (25%), which
mirrored the same trend as last year.

17%
Operational savings — tasks take less time and cost less money

25%
25%
Customer experience — customer complaints are fewer and net promoter score (NPS) scores are higher

30%
34%
Data quality — our customer dataset is growing and data is higher quality© 2024 Tealium Inc. All rights reserved.

17

CDP SUCCESS METRICS AND SATISFACTION

03
Time to Realize ROI From CDP Once Implemented
2022
2023

89%

91%
79%
74%

CDP Adopters Realizing
Quick Time to Valueand ROI
One of the primary concerns or questions for implementing
any technology is how long it will take to realize value andrecognize ROI on its investment.

48%
42%

CDPs, in general, have shown that time to value and ROI
realization happen quickly. Almost half (48%) of CDP

adopters responded that they realize ROI in as
little as six months. 79% of respondents stated they see
ROI within 12 months, and 91% said they reach this goal within
18 months. All faster compared to 2022 benchmark data.
Only 8% of companies said it took longer than 18 months
to see ROI.

18 months
or less© 2024 Tealium Inc. All rights reserved.

12 months
or less

6 monthsor less

18

CDP SUCCESS METRICS AND SATISFACTION

03

CDPs Paving the Way to Meet
Objectives and Future-Proof Business

Satisfaction in Meeting Overall
Business Objectives
85%
94%
90%

2023 continued to provide a challenging
landscape in a tough economy. Respondents
showed that CDPs are an indispensable solution
for companies striving to meet their businessobjectives, empowering organizations to stayresilient and adaptive. From optimizing marketingstrategies through data-driven insights toenhancing customer experiences for increased
loyalty, CDPs play a pivotal role in driving businesssuccess even in challenging times.

Companies with a CDP showed
high levels of satisfaction in meeting
their business goals over the past
12 months (89%) and significantly
higher compared to those withouta CDP (60%). This is an increase from 2022,
when 84% of companies with a CDP stated they
were satisfied meeting their business goals.

© 2024 Tealium Inc. All rights reserved.

87% of CDP users also stated, “Our CDP helps
us future-proof our business to be more resilient
and adaptable in the face of future challenges.”
The ability to harness real-time insights anddeliver personalized customer experiences
allows companies to navigate changing
landscapes and anticipate future trends.

No CDP4+ yrs.
1-3 yrs.
0-1 yr.

60%

89%

average overall

Agree CDPs are a Main Way
to Future-Proof Business
82%
90%
88%

4+ yrs.
1-3 yrs.
0-1 yr.

87%

average overall

19

CDP SUCCESS METRICS AND SATISFACTION

03

Delivering More Trusted
Customer Experiences
Through the CDP

CDPs are Critical to Deliver
Trusted Customer Experiences
2022
2023

92%
4+

CDPs play a crucial role in delivering trusted customer
experiences by unifying data from multiple sources,
creating accurate and up-to-date customer profiles,and delivering relevant, personalized experiences.
They also empower customers by allowing preference
management and delivering personalized experiences
without compromising privacy, resulting in acustomer-centric approach, fostering trust in all
interactions.

90% of CDP adopters stated their“CDP is critical to delivering trusted
experiences to our customers,” upfrom 87% last year.

© 2024 Tealium Inc. All rights reserved.

96%

88%
1-3

89%

82%
0-1

85%

20

CDP SUCCESS METRICS AND SATISFACTION

03
Overall Satisfaction with CDP Investment
86%
95%
90%

4+ yrs.
1-3 yrs.
0-1 yr.

90%

average overall

57%
43%
26%

© 2024 Tealium Inc. All rights reserved.

1-3

Organizations embracing CDPs expressed an exceptionallyhigh level of satisfaction with the transformative impact of
CDPs on their businesses. The adoption of CDPs has provento be a pivotal decision, with organizations recognizing thevalue of managing their data combined with customer
engagement capabilities. 90% of companies witha CDP stated they were “Satisfied” or “VerySatisfied” with their investment.

Very Satisfied with CDP Investment

0-1

CDP Adopters are
Very Satisfied with
Their Investment

As businesses continue to leverage CDPs’ evolving featuresand functionalities, there is a notable increase in overallsatisfaction and positive outcomes. The most experienced
CDP users stated they were “Very Satisfied” at twice therate of those users just getting started with their CDP.

4+21

ADAPTING TO CHANGE AND MARKET FORCES

CHAPTER FOUR

Companies Rely on
CDPs to Help with Global
Privacy Regulations
and Compliance
Compliance with global privacy regulations isreshaping how businesses handle and prioritize
data. While presenting challenges, it also offers
opportunities for organizations to differentiatethemselves through responsible data practices,
ethical conduct, and a commitment tosafeguarding customer privacy.

Organizations are turning to CDPs tohelp comply with current regulations
and prepare for future changes.
91% of all CDP users feel confident that their CDPs
help to comply with current privacy regulations, up
from an average of 87% in 2022. CDP users also feel
more prepared (91% on average) to adapt to new
privacy regulations vs those who do not have a
CDP (57%), down from 2022 (67%).
© 2024 Tealium Inc. All rights reserved.

Confidence in the CDP’s Ability To Support Current Privacy Compliance

80%

91%

87%

0-1

95%

95% 93%

1-3

2022
2023

4+

Prepared to Adapt to New Privacy Regulations

83% 86%

90%

95%

2022
2023

93% 94%
67%
57%

0-1

1-3

4+

No CDP22

ADAPTING TO CHANGE AND MARKET FORCES

04

Companies are
Preparing for Third-Party
Cookie Deprecation
The major web browsers like Google Chrome, Mozilla
Firefox, and Apple Safari continue to phase out or
eliminate third-party cookies, which are small piecesof data stored by websites on users’ browsers. To
mitigate the impact of third-party cookie deprecation,businesses are exploring alternative solutions such as
first-party data strategies, contextual advertising, andprivacy-focused identifiers. As the digital landscapeevolves, companies that proactively adapt to thesechanges will be better positioned to maintaineffective marketing and personalization practices
while respecting user privacy.
Businesses are leveraging CDPs to help prepare forthe loss of third-party cookies. 85% of CDP users
stated they are “somewhat prepared” or “veryprepared,” compared to only 62% of companies
without a CDP.

© 2024 Tealium Inc. All rights reserved.

Prepared to Adapt to New Privacy Regulations
43%

42%
32%

30%

No CDP
CDP

21%
12%

11%
6%

3%

1%
Very
prepared

Somewhatprepared

Neither prepared
nor unprepared

Somewhat
unprepared

Very
unpreparedBusinesses with a CDP are more prepared for the loss of third-party cookies.

85%

62%

CDP
Average

No CDP
Average23

ADAPTING TO CHANGE AND MARKET FORCES

04

The Rise of AI Adoption and Prioritization
Companies are approaching AI adoption
strategically by aligning with business objectives,prioritizing based on data quality, considering
customer experiences, emphasizing operational
efficiency, adhering to ethical practices, andstaying attuned to industry-specific challenges
and competitive dynamics. The prioritization of
AI initiatives is a dynamic process that involves a
careful balance of factors to maximize the value
derived from AI technologies.

87% of Organizations with CDPs
are more likely to have alreadyadopted AI technologies in some
capacity compared to those
without CDPs (70%).

© 2024 Tealium Inc. All rights reserved.

Companies are prioritizing different types of AI,
with AI-driven chatbots, virtual assistants, andpredictive analytics topping the list.

Top 5 Data Sources Currently Used

1

AI-driven chatbots

2

Virtual assistants like Siri andAlexa - making tasks easierand more automated3

Predictive analytics for forecasting
future trends and outcomes4

Recommendation systems next best action

5

Diagnosis and pattern recognition patterns in data or fraud detection24

ADAPTING TO CHANGE AND MARKET FORCES

04
AI Technologies Adopted by Organizations
No CDP
CDP

87%

70%

30%

13%

Yes

© 2024 Tealium Inc. All rights reserved.

No

25

ADAPTING TO CHANGE AND MARKET FORCES

04

Overcoming Internal
Roadblocks and Realizing
the Benefits of AI
Organizations face various roadblocks when
implementing AI initiatives, including data quality
and availability challenges, the need for more skilled
AI talent, and the complexity of integrating AI withexisting systems. Privacy and ethical concerns,
coupled with regulatory compliance issues, often
hinder progress. Successful AI implementation
requires overcoming these barriers, emphasizing
data governance, upskilling teams, addressing ethicalconsiderations, and fostering a culture of innovation.
Integrating AI with a CDP delivers transformative
benefits to organizations. AI enhances data analysis
within the CDP, uncovering valuable insights into
customer behavior, preferences, and trends. This, inturn, enables personalized customer experiences,targeted marketing campaigns, and predictive
analytics for proactive decision-making.

© 2024 Tealium Inc. All rights reserved.

Top 5 Roadblocks for
Implementing AI Initiatives

Top 5 Benefits ofUsing AI with a CDP

1Strict data privacy regulations
and compliance1

Real-time Insights and Predictive
Analytics

2

Lack of AI skills - need more data
scientists, machine learning
engineers, and AI specialists

2

Cost Savings

3

Integration challenges - integrating
AI systems with existing technology
stacks and workflows

3

Improved Customer Personalization

4

Limited budget and resources
for AI initiatives

4Enhanced Customer Segmentation

5

Data Silos- data may be stored inisolated departments or systems

5

Automation of Routine Tasks

26

ADAPTING TO CHANGE AND MARKET FORCES

04

All Companies Need Trusted CDP
Data for AI/ML Projects

Agree CDPs are Critical in Having the Right
Data Available for AI/ML Projects
4+ yrs.
1-3 yrs.
0-1 yr.

85%
96%
94%

As companies think about leveraging AI and Machine
Learning for ongoing and future initiatives, they must
consider the data sources they are leveraging. This
includes the quality, relevance, and trustworthinessof the data used for AI initiatives. Prioritizing
accurate, diverse, and bias-free datasets ensures theeffectiveness of AI models. Robust data governance,
addressing privacy concerns, and adhering to security
measures are imperative for compliance and building
customer trust. Scalability, continuous monitoring, andinterdisciplinary collaboration further contribute tosuccessful AI implementations.

Additionally, 47% of experienced CDP users(four or more years) stated it was “Extremely
Critical” for CDPs to have this data available
for AI/ML projects.

91%

average overall

4+

91% of CDP adopters feel that CDPs
are critical in providing the right data
available for AI/ML projects.

© 2024 Tealium Inc. All rights reserved.

47%
25%

1-3
0-1

18%

Almost half of Experienced CDP
users answered “Extremely Critical”
for CDPs to provide the right data
available for AI/ML projects.

27

ADAPTING TO CHANGE AND MARKET FORCES

04

Businesses are Already Receiving
Value from AI Technologies

Companies Recognizing Valuefrom AI Technologies
No CDP4+ yrs.
1-3 yrs.
0-1 yr.

74%
85%
83%

Businesses are seeing value from AI technologies- optimizing operations, enhancing customer
experiences, and driving innovation. AI automates
repetitive tasks, boosting efficiency and reducing
costs. Predictive analytics enables proactive decisionmaking, while personalized customer interactions
improve engagement and loyalty. AI-driven insights
enhance strategic planning, and advanced data
analysis uncovers valuable trends. Businesses
benefit from improved competitiveness, streamlined
processes, and the ability to quickly adapt tomarket changes.

80% of companies with CDPs are
already recognizing business value
from AI technologies vs those withouta CDP (51%).

51%

80%

average overall

47% of experienced CDP users (four or more
years) stated their businesses have received“Exceptional Value” from the implementationof AI technologies, at almost twice the rate (25%)
of companies just getting started with CDPs.

CDP Users Receiving Exceptional
Value from AI Technologies
4+

1-3
0-1

© 2024 Tealium Inc. All rights reserved.

47%
33%
25%

28

2024 STATE OF THE CDPCONCLUSION

What Industry Leaders Are Saying“The overwhelming message of this report is that
CDPs put companies in control of their customer
data – whether for privacy and security, AI
applications, or real-time response. In a world
where rapid change is constant, that control isessential for success in adapting to whatevercomes next. The high satisfaction levels of
experienced CDP users show that CDPs aredelivering on their promise, especially when
operated by knowledgeable users. The increasedrole played by IT teams in managing CDPs, andthe corresponding drop in CDPs run primarily bymarketing, illustrates the extension of CDP beyond
its original use in marketing to serve the entire
enterprise. This, again, shows the enterprise-wide
recognition of the central role that customer data
plays throughout the customer life cycle and theimportance of CDPs in making that data available
to every department that needs it.”

“Beyond basic data integration and silo elimination,
the evolving CDP maturity curve paves theway for unlocking exponential customer value
through sophisticated personalization andpredictive analytics capabilities. While many
companies are currently laying the groundworkfor unified customer profiles and streamlined data
management, the future lies in harnessing deeper
customer insights, AI-powered personalization,and real-time decision-making. Businesses
that master data unification, activation, andorchestration along this curve will stand toachieve unparalleled customer loyalty andmarket differentiation.”
Anish Krishnan
Analyst at Quadrant Knowledge Solutions“It’s interesting to see that companies are investing
more in their first-party data strategies, with the
majority of CDP users increasing spending inthis area. This directly supports their initiatives
in providing personalized, relevant customer
experiences. That is no surprise when you see thelist of top use cases: Customer retention, Customer
acquisition, Privacy and regulatory compliance,
Personalization at scale, and Loyalty campaigns.
The continued growth of setting up dedicatedMarketing Operations teams will accelerate thistrend further.”Peter O’Neill
Research Director at Research in Action GmbH,
formerly VP and Research Director at Forrester

David RaabFounder and CEO of Customer
Data Platform Institute292024 STATE OF THE CDPCONCLUSION

Methodology

Tealium surveyed 1,200 online professionals
between October 25, 2023, and November 22,
2023.

The study targeted professionals in the US, UK,
France, Spain, Germany, UAE, Japan, Singapore,
Australia, and New Zealand with annualcompany revenue of $100+ million and above.

Both B2B and B2C companies and respondents
in IT, Operations, Marketing, and Data/Analytics
departments were included.

The margin of error for this study at a 95%
confidence level is 3%.

© 2024 Tealium Inc. All rights reserved.

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