The Unleashing the Power of Data – CDPs and the Future of Marketing report, produced by Econsultancy in collaboration with Tealium, is based on a survey of 949 professionals in Europe with responsibility for their organisations’ marketing data and technology.

The study examines organisational priorities as executives seek to align to customers’ ever-changing digital habits and preferences. In particular, the investment in and use of customer data platforms (CDPs) as firms look to better understand customer mindsets and deliver relevant messaging.

The research also explores other benefits of centralising data, such as how CDPs can enable organisations to overcome challenges posed by the demise of the third-party cookie. At the same time, building customer loyalty by empowering end-users to control and manage their personal data.

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