Are You Smart Enough To Use A CDP? Study Shows Confusion Abounds

Customer Data Platforms, that proclaimed miracle tool for brands, can be of great help to email marketers. But first they have to understand what CDPs actually do, judging by CDP Confusion: Examining the Impact of Uncertainty Around Customer Data Platforms, a study released Friday by MessageGears.

Of the firms surveyed, 93% of firms use a CDP and most of the others plan to invest in one, with 98% saying they believe it would help them do their jobs more effectively. But uses vary. 

Asked where CDPs will help the most, 32% say websites.