Tealium Logo

ebook: 2021 State of the CDP

How Customer Data Platforms (CDPs) Are Helping Marketers Adapt to Key Challenges in 2021


This report surveyed 300 marketers in the US across 5 major industries with the goal of developing a better understanding of the current and future state of CDPs. The findings revealed why CDPs were central to solving the challenges of 2020, including reduced budgets, new data privacy legislation, sudden digital acceleration due to COVID-19, as well as pending third-party cookie loss.

State of the CDP cover how customer data platforms are helping marketers adapt to change

2021 State of the CDP

This guide will explain:

  • Why CDPs have become vital to marketing success
  • 6 ways marketers are adapting to change with a CDP
  • How to find a CDP that makes integration easy
  • 3 important factors to help you quantify CDP ROI
  • Why data privacy and compliance continue to be a top priority
Che aspetto ha l’orchestrazione dei dati cliente?

“Ultimately, we experienced a 16.6% average increase in CTR across our email campaigns due to the higher quality, trusted customer data enabled by Tealium’s
AudienceStream CDP.”


Case Study >>

kristel-de-blezer

Kristel De Blezer
Digital Expert, Partenamut

“We converted almost twice the rate as the second-best team,” says Geurts. “We were by far the best in the NBA, and we know that this is all due to Tealium and our data strategy.”


Case Study >>

jared geurts

Jared Geurts
Senior Director, Analytics, Utah Jazz

Additional Resources