CDPs impact on efficiency in the U.S. 2020

During a 2020 survey carried out among marketing technology decision makers from the United States, 87 percent of respondents stated that introducing a customer data platform improved overall marketing effectiveness; of the 87 percent, 24 percent said they saw significant and 63 percent said they saw some improvement.

Areas in which introducing a customer data platform (CDP) improved efficiency and/or effectiveness in the United States as of August 2020

Characteristic	Significant improvement	Some improvement
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Release date

November 2020

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Region

United States

Survey time period

July 27 to August 17, 2020

Number of respondents

101 respondents

Special properties

among martech decision makers

Supplementary notes

Original question: "Thinking about the data that is currently being unified through your customer data platform (CDP), how much improvement has there been in these aspects of efficiency and effectiveness?"
Respondents were marketing technology decision makers, managers and above, involved in the selection and use of company's customer data management solution providers or platforms, using at least one customer data platform (CDP) tracked in this study, from companies with an annual revenue equal to or higher than 500 million U.S. dollars.

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