Only 10% of marketers that invested in the first generation of customer data platforms believe the technology is suitable for its purpose, and even fewer (1%) think it will satisfy future demands.
Even though CDPs are considered a “strategic imperative” by 66% of marketers, many believe they fall short of expectations. The problem, according to sources, arises from martech suppliers’ self-certification, which is aided by a lack of understanding about the capabilities of such systems.
Marketers believe that data management is the essential component of such systems. According to a poll by marketing technology provider Zeta Global and Forrester Consulting, they desire more features.
Marketers need martech providers’ tools to analyze data and produce insights, tailor campaigns (including the ability to personalize messaging), and evaluate efficacy across channels, according to a Forrester report commissioned by Zeta.
Due to the complexities in today’s marketing environment, the findings revealed an expanding gap between the promise and efficacy of most martech suppliers’ services, according to Christian Monberg, CTO and head of product at Zeta.
Forrester gathered data from over 300 sources, with Monberg pointing to additional studies that demonstrate the average enterprise business has more than two CDPs, illustrating how many silos their data has when it should be unified.
Monberg described how the tag management ecosystem and data management providers — the latter threatened by the elimination of third-party cookies — evolved into the current technology known as CDPs.
Many marketers and martech suppliers have developed marketing clouds that now comprise “a series of gaps” that lead to platform breakdown due to the industry’s growth.
Technology is divided by privacy restrictions, which leads to misunderstanding. However, many of these tools have become obsolete due to increasingly strict data privacy regulations, rendering systems such as DMPs mostly outdated, with instant substitute solutions falling short of requirements.
To demonstrate value to a marketer, most martech services require first-party data, but not every organization has that luxury.
Another primary reason why so many marketers are dissatisfied with such technologies is a lack of industry-wide capabilities in areas like advanced data analytics and sophisticated media purchasing methods.
Some think of a CDP as “a data lake storing consumer data,” while others think of it as a “sophisticated web tag manager.”
According to founder David Raab, the CDP Institute’s “RealCDP program,” which is subject to third-party verification, requires suppliers to meet six conditions before they can be recognized. These features include the ability to:
- incorporate data from any source
- capture all data that has been ingested
- ingested data saved indefinitely (subject to privacy constraints)
- uniform profile of all people who have been identified
- technology that necessitates data exchange
- real-time responses to fresh data and profile requests
Marketing teams may be forced to adopt CDP technology by their IT or procurement counterparts, resulting in communication and skills gaps, implementation gaps, and general dissatisfaction.
The CDP Institute: The CDP Institute is a vendor-neutral organization dedicated to helping companies manage customer data. It is a great source for marketers to learn more about CDPs, which we strongly encourage.