In today’s world, customer data isn’t just an asset—it’s a cornerstone of competitive advantage. The sixth annual Future of the Customer Data: AI, CDPs, and Real-Time Data provides a data-rich report about how 1,200 global business professionals (from different departments and verticals) use their customer data to support user engagement, efficiency, and future-proofing. So, what are the effects of CDP versus non-CDP users? This blog unpacks some key insights from the report, but we encourage you to view the report in its entirety.
4 Insights Comparing CDP to Non-CDP Users
CDPs Deliver Quicker ROI Than Non-CDP Users
When it comes to implementing any new tool into your technology stack, you want to examine how quickly the system will not only deliver ROI, but also provide value across your teams, KPIs, and other tools. Our research found that 92% of CDP users report achieving critical business objectives compared to 78% of non-CDP users. Furthermore, 88% of users achieve ROI within the first 18 months, with many reaping returns in just six months.
Here’s what the research shows:
- 93% of CDP users are satisfied with their CDP, with the highest satisfaction (96%) among those using a CDP for 4+ years. Non-CDP users have a lower overall satisfaction rate of 78%.
- In the United States, 56% of CDP users use real-time data to assist their customer support teams, compared to 48% of non-CDP users.
- 57% of users connect more than 10 tools to their CDP, supporting greater integrations and connected data within their tech stack.
- 67% of CDP users increased investment in first-party data strategies over the past year, signaling a shift toward privacy-conscious, customer-centric data practices.
CDP Users Are Better Positioned For AI In Comparison to Non-CDP Users
Artificial Intelligence (AI) has emerged and is transforming industries rapidly. When it comes to future-proofing, your data should be the foundation to adapt to any market force (like AI); enabling your organization to work from a consistent base and pivot quickly. Our research suggests that those with a CDP are better positioned to adapt to changing market forces in comparison to non-CDP users.
Here’s what the research shows:
- AI-powered call centers as a CDP use case doubled from early-stage CDP users (less than 1 year with a CDP) to mature CDP users (over 4 years with a CDP).
- 84% of CDP users report that their platform makes AI tasks easier, with AI-driven personalization becoming a key differentiator in customer experience (CX).
- Predictive analytics, recommendation systems, and pattern recognition rank as top AI priorities among CDP users.
Data Privacy Compliance to Personalization at Scale Abilities Differ for CDP versus Non-CDP Users
As data privacy regulations evolve rapidly, companies are under increasing pressure to balance personalization with compliance. In response, centralizing consent management and ensuring data security across channels is paramount.
Here’s what the research shows:
- 91% of CDP users feel prepared to navigate future data privacy regulations, compared to 76% of non-CDP respondents.
- Real-time data activation, cited by 90% of CDP users as critical to business objectives, allows organizations to respond dynamically to customer behaviors.
Tool Ownership Differs, and CDP Ownership Is Expanding
One of our findings points to a widening of CDP ownership across the organization. While IT traditionally leads CDP management, marketing’s role is growing. Nearly 22% of CDP teams are marketing-led—up from 12% last year—indicating a shift toward marketing adoption. Usage spans IT, marketing, and customer success, with steady growth across six of seven measured departments.
Actionable Recommendations for Businesses
The findings of The Future of the Customer Data: AI, CDPs, and Real-Time Data ebook offer a roadmap for organizations looking to maximize their data strategies. Download your copy of the report today!
