Megan Harper
Tealium’s 2024 State of the CDP Report provides a global view into how Customer Data Platforms (CDPs) are shaping the future of data strategy. Now in its fifth edition, the report draws on responses from over 1,200 data professionals worldwide, spotlighting the accelerating role of CDPs in enabling AI, real-time decision-making, and privacy compliance. As digital environments evolve, CDPs are no longer optional—they are foundational.
CDPs Deliver Proven Value
Organizations using CDPs report consistently high satisfaction. The study found that 90% of respondents are satisfied with their platform’s contribution to business outcomes, particularly in customer engagement and revenue growth. Additionally, 79% of users reported a positive return on investment within the first year of implementation, signaling increased maturity and effectiveness in CDP deployments.
Real-Time Data Powers Transformation
Real-time data is now a cornerstone of modern customer experience strategies. Among CDP adopters, 84% rely on real-time data for decision-making, while 80% rank real-time capabilities as critical to their business. This figure rises to 88% among more advanced CDP users, reinforcing the link between real-time responsiveness and customer satisfaction.
AI Readiness and Strategic Enablement
The report underscores CDPs as essential infrastructure for artificial intelligence and machine learning. A full 91% of companies agree that CDPs provide the clean, structured data needed for AI to function effectively. CDP users are also more likely to adopt AI tools—87% compared to 70% of non-users—indicating a strong correlation between data maturity and AI innovation.
Strengthening Compliance and Resilience
With rising global scrutiny around privacy, 91% of CDP users express confidence in their platform’s ability to meet regulatory demands. CDPs are also helping businesses prepare for the deprecation of third-party cookies, enabling a pivot toward first-party data strategies that align with consumer expectations and future-proof compliance standards.
Why This Report Matters
This year’s State of the CDP Report provides more than just benchmarks—it delivers actionable strategies for businesses navigating the new data economy. From unified customer profiles to AI integration and privacy protection, CDPs are emerging as the connective tissue for digital growth.
For related insights on AI’s role in enterprise readiness, read our interview with Ananth Avva of ChemCopilot on structuring intelligent systems with enterprise-grade data pipelines.
For the full report and additional resources, visit: https://tealium.com/
