---
title: "Customer Data Maturity Survey Results"
id: "95075"
type: "page"
slug: "customer-data-maturity-survey-results"
published_at: "2026-08-12T14:55:47+00:00"
modified_at: "2026-08-13T10:28:54+00:00"
url: "https://tealium.com/customer-data-maturity-survey-results/"
markdown_url: "https://tealium.com/customer-data-maturity-survey-results.md"
---

Based on 658 survey responses

# Data Maturity Survey Results:

## Most Organizations Still Lack a Unified Customer View

### A clean, unified customer profile is the backbone of personalized omnichannel experiences. Without it, data stays siloed and teams can’t act on the right intent signals in the moment. Here's a snapshot of organizations' readiness to deliver real-time experiences.

## Do these findings resonate with you?

Analysis of 650+ responses from data, marketing, digital, and IT professionals to the [Tealium Data Maturity Quiz](https://tealium.com/data-maturity-quiz/)
.

How the five pillars of customer data maturity compare

## Governance is ahead. Unification is the biggest challenge.

Governance & Consent

2.76/4

Accessibility

2.61/4

Integrity

2.26/4

Strategy

2.26/4

Completeness

2.12/4

Finding #1

18%

have a true single customer view.

Data completeness is the weakest pillar, showing most orgs still don’t have a unified, activation-ready customer data foundation.

Finding #2

85%

are still struggling to use insights and predictions to shape strategy.

Most businesses are collecting data more confidently than they are activating it.

Finding #3

66%

say they have good access controls.

This suggests governance guardrails are maturing faster than data activation readiness.

Finding #4

43%

say data is readily usable across departments.

Cross-functional usability still lags, showing that access does not yet equal activation.

Finding #5

2.8/4

Governance and Consent was the highest scoring pillar.

Formal governance and privacy compliance are ahead of most other maturity dimensions.

The foundation for better customer experiences

## Unify first. Activate second.

The clearest pattern in the survey is simple: most organizations are collecting customer data, but far fewer have established one clean, unified, activatable view that every team can use.

Web & app behaviour

CRM & loyalty data

Consent & preferences

Customer contact center, commerce, in-store & offline signals

**Unified  
 customer profile**  
 clean. current. reliable. governed

Joined-up omnichannel journeys

Relevant and impactful personalization

Faster and efficient cross-team activation

AI-ready, 360°, real-time customer context

Key takeaways

## Most organizations are working towards a unified, instantly activatable foundation.

1

**Data collection is no longer the differentiator.**  
 Organizations can gather signals, but the leap to a complete, usable customer profile is where maturity starts to break down.

2

**Activation confidence lags behind data ambition.**  
 Respondents scored their ability to turn insights and predictions into strategic action the lowest – showing a gap between knowing and doing.

3

**Clean, unified, activatable customer data is the missing piece.**  
 This is the foundation for better personalization, smarter AI, and more relevant experiences across every touchpoint.

Maturity mix

## Most respondents sit in the middle.

The average total score is **28.4 out of 44**, with a median of **29**. This indicates most respondents have foundational and developing capabilities in place, but have not yet progressed to the more advanced, connected, and activation-ready behaviors associated with higher data maturity.

Lower-tier data maturity  
**15.8%**

Middle-tier data maturity  
**47.1%**

Higher-tier data maturity  
**37.1%**

Inspiration from your peers

Customer proof

### Radisson Hotel Group

### Unified data transforms experiences and AI-driven growth potential

Radisson used Tealium to move from channel-first to audience-first engagement, building unified guest profiles to elevate personalization, joined-up omnichannel experiences, and future AI-driven growth.

**3 weeks**to first live use case

**+67%**return on ad spend

**+127%**conversion rate

[Explore Radisson’s strategy & results →](https://tealium.com/resource/case-study/radisson-intelligent-hospitality/)

Customer proof

### Spark NZ

### From fragmented signals to a first-party data growth engine

Spark NZ used Tealium to unify behavioural, CRM, and identity data, enabling real-time audience building and strong identity stitching from unknown to known customers across channels.

**10x**engagement rate uplift

**+23%**increase in known customer identification

**+47%**growth in B2B inbound signals

[Explore Spark NZ’s story →](https://tealium.com/resource/case-study/from-fragmented-signals-to-purchase-ready-moments/)

Say farewell to fragmented, unuseable data

## Ready to establish a complete, unified customer profile every team can use?

Let’s map the fastest path from fragmented data to a clean, governed customer view. Start powering more impactful experiences, real-time activation, and better AI outcomes.

[Find out what Tealium can do for you →](https://tealium.com/cdh-demo-2/)
  
[Take the Data Maturity Quiz (3 mins) →](https://tealium.com/data-maturity-quiz/)

© 2026 Tealium Inc. All rights reserved.

### Submitted! Thank you!