During a 2020 survey carried out among marketing technology decision makers from the United States, 47 percent of respondents stated they had already unified first-party customer profile data with their customer data platform; further 18 percent said they were hoping to unify such data with their CDP.
Types of data merged or unified with customer data platforms (CDPs) in the United States as of August 2020
Original question: "Which types of data are you currently merging or unifying today with your customer data platforms (CDP?" 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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Advertiser Perceptions. (November 5, 2020). Types of data merged or unified with customer data platforms (CDPs) in the United States as of August 2020 [Graph]. In Statista. Retrieved May 21, 2022, from https://www.statista.com/statistics/1208495/cdps-data-unify-usa/
Advertiser Perceptions. "Types of data merged or unified with customer data platforms (CDPs) in the United States as of August 2020." Chart. November 5, 2020. Statista. Accessed May 21, 2022. https://www.statista.com/statistics/1208495/cdps-data-unify-usa/
Advertiser Perceptions. (2020). Types of data merged or unified with customer data platforms (CDPs) in the United States as of August 2020. Statista. Statista Inc.. Accessed: May 21, 2022. https://www.statista.com/statistics/1208495/cdps-data-unify-usa/
Advertiser Perceptions. "Types of Data Merged or Unified with Customer Data Platforms (Cdps) in The United States as of August 2020." Statista, Statista Inc., 5 Nov 2020, https://www.statista.com/statistics/1208495/cdps-data-unify-usa/
Advertiser Perceptions, Types of data merged or unified with customer data platforms (CDPs) in the United States as of August 2020 Statista, https://www.statista.com/statistics/1208495/cdps-data-unify-usa/ (last visited May 21, 2022)
