New Winterberry Group Research Deconstructs the Confusion Revolving Around Customer Data Platforms

Mar 19, 2019


Winterberry Group, a specialist management consultancy that supports growth initiative in advertising, marketing, media, information, and technology, today released new research: “Deconstructing Customer Data Platforms: Myth vs. Reality.”  Developed over the past four months, the research deconstructs the confusion brands are experiencing with Customer Data Platforms (CDPs) by defining the category, outlining use cases and presenting a long-term outlook for the CDP market.

Based on interviews conducted with more than 40 CDP and martech leaders, and an online survey, Winterberry Group found that there’s a strong need to clarify not only what a CDP is and isn’t, but also how these platforms can deliver value to marketers. While more than 100 companies describe themselves, or are described by others, as a CDP, fewer than 20 are true CDPs according to Winterberry’s definition:

  • Platforms that are able to ingest and integrate customer data from multiple sources; offer customer profile management; support “real-time” customer segmentation; and make customer data accessible to other systems.

Sponsors of the research, include Acxiom (Presenting), mParticle (Premier) and Allant Group (Supporting).


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