CDPs need an upgrade: New research shows marketers expect CDPs to move from data aggregation to omnichannel enablement

NEW YORK–(BUSINESS WIRE)–A study commissioned by Forrester Consulting on behalf of Zeta Global (NYSE: ZETA), a cloud-based marketing technology company that enables companies to acquire, grow and retain customers, found that The majority of Customer Data Platform (CDP) users believe that today’s CDP solutions fall short of expectations and capabilities. They are looking for a more robust CDP that covers data aggregation and management, as well as performing critical marketing functions, such as personalization and omnichannel activation.

According to the study, while 66% of respondents believe that adopting CDP is a strategic priority or an important initiative for their organization, only 10% of CDP users today believe that the product meets all needs. This number drops significantly to 1% who believe their current CDP meets future requirements. While data management is important, marketers also cite the need to analyze data, derive insights from it, personalize messaging, tailor campaign strategies, measure performance, and enable data across all marketing channels. Additionally, more than half of respondents are experiencing technical difficulties with their CDP and need additional integration, implementation and fulfillment expertise from their provider.

“While first-generation CDPs offered marketers the ability to manage, enrich, store and access their first-party customer data, the growing complexity of today’s marketing landscape has revealed significant and growing gaps between user needs and current CDP functionality,” said Christian Monberg, CTO and Product Manager at Zeta Global. “We believe marketers today need an upgraded CDP that can go beyond data management and also engage across all channels, drive insights and measure results – comparable to the integration of a modern marketing cloud.”

This study confirms that to achieve key strategic objectives, CDPs need integrated capabilities that unify customer data management with marketing execution capabilities, such as personalization, unified dashboard, on-time data processing real. The study also underscores the importance for CDPs to drive high-level outcomes such as higher revenue, improved customer acquisition, retention and satisfaction, more personalized interactions, increased customer trust, and more.

If you want to learn more about CDP users’ priorities for their customer data platform needs, the Forrester Opportunity Snapshot, Marketers Need CDP Solutions That Go Beyond Data Management, can be downloaded here.

This Opportunity Snapshot was commissioned by Zeta. To create this profile, Forrester Consulting supplemented this research with custom survey questions posed to 313 CDP users and marketing, IT and customer experience decision makers in the United States. The custom survey started and ended in January 2022.

About Zeta

Zeta Global Holdings Corp. (NYSE: ZETA) is a cloud-based, data-driven marketing technology company that enables businesses to acquire, grow and retain customers more effectively. The Company’s Zeta Marketing Platform (the “ZMP”) is the largest omnichannel marketing platform with identity data at its core. ZMP analyzes billions of structured and unstructured data points to predict consumer intent leveraging sophisticated artificial intelligence to personalize experiences at scale. Founded in 2007 by David A. Steinberg and John Sculley, the company is headquartered in New York. For more information, visit

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