1、 2024 Tealium Inc.All rights reserved.1STATE OF THE CDPFifth EditionTABLE OF CONTENTSIntroduction 03Key Findings 04Chapter 1:CDP Selection,Adoption,and Usage 06Chapter 2:Data Sources,Utilization,and Investment 13Chapter 3:CDP Success Metrics and Satisfaction 17Chapter 4:Adapting to Change and Market

2、 Forces 22Conclusion 29 2024 Tealium Inc.All rights reserved.3INTRODUCTIONCustomer 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 for real-time data and insights to their pivotal rol

3、e 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 co

4、ntinue to highlight 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 2

5、023.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,and the growth

6、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 to support privacy regulations.Companies are also looking to CDPs to provide the right data available for AI/ML projects,with 91%stating that C