Customer Data Platform Series: 1 of 5
Over the next 5 weeks, read a new blog each week from our CDP Series as our CMO helps you to understand the CDP landscape, capabilities and functionality.
Gartner's 2018 Marketing Technology Survey suggests that 52% of enterprise marketers have already fully deployed a
Customer Data Platform (CDP)
, while 26% are in the process of deploying one and a further 12% plan to do so within two years. That means 90% of the respondents are invested in CDPs, a very high proportion of the market considering the technology has only come to the forefront in the past three or four years.
However, dig deeper into the research and you find that 51% of the self-proclaimed CDP-equipped organizations said that their CDP was their Customer Relationship Management (CRM) system, with 11% of these naming Salesforce as their CDP. It's worth noting that in November 2018, when the survey was issued, Salesforce was vehemently against the idea of a CDP, and that even today the provider is still in the process of developing one.