Gartner Research

Survey Analysis: Distilling Marketer Adoption, Views and Misperceptions of Customer Data Platforms

Published: 19 November 2018

ID: G00354421

Analyst(s): Benjamin Bloom , Bryan Yeager


Persistent hype surrounding customer data platforms creates confusion about the actual capabilities these technologies offer marketers. That confusion hasn’t held back CDP adoption. Marketing technology leaders must clearly justify their needs before making an investment.

Table Of Contents

Survey Objective

Data Insights

  • Half of Marketers Using a CDP Say It’s Their CRM System
  • CDP Adoption Grew by 13 Percentage Points in the U.S. Over Two Years
  • Seventy-One Percent of Aggressive Technology Adopters Already Use a CDP
  • CDPs Appeal to Mature and Maturing Organizations
  • What to Do Next
  • Methodology
  • Definitions
    • Additional research contribution and review:

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