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.
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.
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 #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
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.
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.
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.
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%
15.8%
Middle-tier data maturity
47.1%
47.1%
Higher-tier data maturity
37.1%
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 weeksto first live use case
+67%return on ad spend
+127%conversion rate
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.
10xengagement rate uplift
+23%increase in known customer identification
+47%growth in B2B inbound signals
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.