The Customer Data Platform (CDP) industry is evolving, targeting new users, industries, and regions as it enters a second wave of growth, according to the latest survey by the Customer Data Platform Institute. While customer data unification has seen remarkable progress, the pace of new deployments shows signs of slowing.

Progress in Data Unification and CDP Adoption:

• Unified Customer Databases: For the first time, 57% of respondents report having a unified customer database.
• Deployed CDPs: A notable 68% of companies have deployed a CDP.
• Future Deployments: In-process and planned deployments have dropped from 25% to 17%, signaling potential challenges in sustaining growth.

Bright Spots for Future Growth:

• B2B Firms: Higher expected CDP deployments compared to other sectors.
• Mid-Sized Businesses: Demonstrating increasing interest in leveraging CDPs.
• Regions Outside the Americas: Emerging markets are showing promising adoption trends.

Key Findings from the Study:

1. Enterprise-Scale Success:
   • 81% of companies with over $10 billion in revenue have CDPs deployed or in progress.
   • Smaller firms lag behind, with only 27% reporting deployments.
2. Unified Data and CDPs:
   • 56% of companies with unified customer data now also use a CDP, marking a shift from previous trends.
3. CDP Value and Vendor Claims:
   • 64% of deployed CDPs are delivering significant value, though this figure is declining.
   • Vendors are more cautious, with fewer claiming universal implementation success.
4. Management and Satisfaction:
   • Satisfaction with martech results is highest when managed by dedicated martech teams.
   • IT teams are increasingly managing martech systems, a shift from departmental control.
5. Packaged vs. Warehouse-Native CDPs:
   • Traditional packaged CDPs remain dominant, though nearly a quarter of service vendors now prefer "warehouse-native" approaches.

Challenges and Priorities:

• Top Purpose: Unified data remains the primary goal for deploying CDPs.
• Major Obstacles: Organizational issues are the biggest barriers to success.
• Selection Priorities: Integration capabilities are the most critical requirement for choosing a CDP, followed by features. Cost-focused decisions often result in lower success rates.

The CDP industry is navigating through shifts in growth patterns, with notable adoption among B2B firms, mid-sized businesses, and emerging markets. While progress in data unification is promising, challenges like organizational issues and slower deployment rates remain. Companies that prioritize features and integration over cost continue to see better outcomes, reaffirming the need for strategic planning in CDP implementation.