Why More Brands Are Adopting a CDP to Power Their Marketing

What's Covered?

What's Covered
  • What a CDP is and how it fits within your marketing technology (martech) stack
  • The goals and benefits of adopting a CDP
  • Real-world results from brands using a CDP
Additional Info
Page Content

Creating a good customer experience isn't easy, but getting it wrong can cost a brand dearly. 61% of consumers say they would switch to a new brand after one bad experience.

On the other hand, there are plenty of incentives to deliver positive, personalized, high-quality customer experiences. Delivering positive customer experiences can reduce the cost of serving customers by up to 33%.

Meanwhile, third-party cookies are on their way out, so businesses need a robust plan for gathering and acting on customer data while still complying with data privacy regulations. 32% of B2C marketers cite quality of customer data as the greatest challenge to meeting their marketing goals over the next two years.

As firms strive to deliver more personalized customer experiences, investing in unified customer profiles and leveraging them to their full potential are critical requirements to stay competitive.

(The Total Economic Impact™ Of Acquia CDP, Forrester, June 2021)

For many marketers, gathering and utilizing first-party data – information you own exclusively because you’ve compiled it from your online channels, including your website – is a big part of that plan. 93% of marketers report that gathering first-party data is more important to their organization than it was two years ago.

But when there are so many options, how can you know what specific marketing technology is best for your business? There are 9,932 known martech solutions available to choose from today.

In the past, connecting various different technology solutions to create a marketing hub was an idealized goal many organizations struggled to achieve. As ever, the objective is to be able to identify the best personalized message for each customer, then deliver it on the best channel at the right time. 

Today, a growing number of marketers are adopting a customer data platform (CDP) to achieve that reality. 25% of B2C marketers already use customer data platforms, with 24% planning to adopt one in the next year.

Download the infographic to learn more about why more brands are turning to customer data platforms to power their marketing.


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