Customer Data Platforms, that proclaimed miracle tool for brands, can be of great help to email marketers. But first they have to understand what CDPs actually do, judging by CDP Confusion: Examining the Impact of Uncertainty Around Customer Data Platforms, a study released Friday by MessageGears.
Of the firms surveyed, 93% of firms use a CDP and most of the others plan to invest in one, with 98% saying they believe it would help them do their jobs more effectively. But uses vary.
Asked where CDPs will help the most, 32% say websites.
Email is second, cited by 19%, and is followed by social (18%), paid ads (12%) and mobile (11%).
Moreover, 75% say their CDPs are directly integrated with their email service providers or Marketing Cloud.
But it’s not clear that email features are critical. Here’s how respondents rate the importance of different activities:
CDPs also come with some drawbacks:
In another negative finding, 57% agree there is confusion in the marketplace about CDPs, where 30% feel there isn’t and 11% aren’t sure.
Why this confusion?
Still, for all these misunderstandings, 71% say they have worked with CDPs. And 51% say they definitely grasp the difference between a CDP and a DMP, with 38% saying they likely understand it.
Of course, MessageGears claim it can clear up CDP confusion.
Of companies that have CDPs, 60% built them with a mix of internal and outside resources. Another 25% bought them, while 12% built one themselves, solo. And 1% are not sure.
How much should a company spend on a CDP? Better start budgeting:
And how quickly can a firm expect ROI?
Specific uses aside, marketers list the following as the primary general purposes of a CDP:
Oddly, only 17% see the CDP’s main value as increasing revenue per customer. Rather, 41% say it is to help a company increase customer satisfaction.
And the primary business value of a CDP?
MessageGears worked with PureSpectrum to survey 200 marketing professionals.
The survey included both B2B and B2C, but was limited to those that say they are at least moderately familiar with CDPs.