Managing customer data effectively is a challenge that pays off generously for firms that do it well. Aberdeen
research found that 53% of companies use a customer data platform (CDP) to assist in their efforts to unify CX
data available across various sources. Another 34% of firms are considering or plan to incorporate a CDP into
their activities by 2022. Firms that use a CDP are driving superior results, and this is motivating peers to adopt
the technology to accelerate their own business outcomes.