• by Ray Schultz , Columnist, January 16, 2020

We’ve all heard the hype about customer data platforms (CDPs). But these 21st-century wonders don’t always do their job, according to State Of the CDP, a study released this week by Tealium.

For starters, 50% of companies say their CDP lacks features like the ability to ingest data from any channel. 

That would interfere not only with targeting, but with attribution. These firms better not start trying to do interactive email until they can support it with the right data environment.

Also, 58% are planning to switch CDP vendors in the next 12 months, although 85% claim they are satisfied with their current providers. They are motivated by lack of third-party integration, bad customer service and lack of support for compliance with data regulations.

That last one is dangerous for email marketers trying to cope with the GDPR and CCPA — failure can result in whopping fines.

Here are some of the other limitations of CDMs, and the percentages citing them:

• Privacy and consent management — 74%
• Unified audience management — 73% 
• Real-time functionality — 59%
• Visitor stitching — 50% 

It makes you wonder what they’re paying for, and why they bothered. 

Of those polled, 36% implemented a CDP out of a desire to engage with customers in real-time unrestricted by paths or campaigns and 25% did so to break down silos.

For its part, Tealium is pushing the idea of the data-first CDP. Now what is that except a little bit of marketing hype? 

For one thing, data-first CDPs often include “built-in consent management features that obtain user consent for data collection during website visits or other digital interactions,” the study says.

In addition, Everyday specialized CDPs focus on execution, whereas as data-first CDPs put data quality first. 

And data-first CDPs connect all departments that use CDP data, while breaking down silos and providing a “single source of truth.”  More specialized versions tend to be used only by single departments.

Also, data-first CDPs are vendor-agnostic, and can fit into your existing tech stack. In contrast, old-style CDPs allow only limited third-party integration. 

The study warns that data-first CDPs shouldn’t be confused with data management platforms, or CRM systems. 

Here is another statistic -- 36% measure CDP success based on data quality, and 7%  on revenue impact.

Tealium surveyed 303 marketing decision makers in the U.S. Of those, 29% were in retail, 21% in healthcare, 20% in finance,18% in hospitality and 12% in travel. Their revenue runs from $100 million a year on up.