2030, Today
A survey of over 4,000 customer data decision makers to gauge current and future predictions for the CDP industry.We are experiencing 2030 in 2020
On the back of COVID-19, digital transformation roadmaps have been accelerated by up to a decade. Digitally-native and legacy companies have seen a surge of customers migrating to digital channels.
This is a permanent shift that won’t be unwound.
If we’ve seen 10 years growth in just 3 months, just think about what the world might look like in 2030.
- Every business will be an internet business.
- Every business will be working across channels and devices.
- Every business will have dozens if not hundreds of tools in their tech stack.
- Every business will require an up-to-date, real time view of their customers.
To cater to these new realities, customer data platforms have become the must-have infrastructure for any serious digital-first business.
To better understand the effects they’re having on digital transformation efforts across the world Segment, the #1 customer data platform, surveyed over 4,000 decision makers to gauge current trends and future predictions.


Satya Nadella
CEO of MicrosoftSource: Microsoft FY20 Q3 Earnings CallWe’ve seen two years’ worth of digital transformation in two months.
Our findings & predictions
Customer data is the new currency
As digital channels continue to grow and fragment, customer data will help companies achieve greater revenue and efficiencies. 58% of customers expect customer data to drive revenue growth for their company.
Digital transformation efforts will drive CDP adoption
As the world begins a mass exodus to digital, customer data platforms are becoming a growing line item in technology budgets. 47% of respondents say they will increase their CDP budget by over 25% in the next 5 years.
CDPs will drive the customer experience
Delivering a personalized, targeted customer experience is a key facet of a successful digital transformation. None of this possible without a CDP. 73% of respondents say a customer data platform will be critical to their customer experience efforts.


Bryan Gregg
Senior Partner,McKinsey & Company
Source: McKinsey: 75% of Americans have changed brands during the pandemicIn the past 3 months, we have witnessed 10 years of digital commerce adoption. The pace of adoption, scale and change is unlike any other time in history.
Customer experience has become the #1 business priority
73% say a customer data platform will be critical to their customer experience efforts.
How do you plan to use a customer data platform? (business use cases)


Dara Treseder
SVP, Head of Global Marketing & Communications, PelotonSource: Data-Inspired CreativityFor those of you sitting on treasure troves of data you’ve already collected, it’s time to do something with it.
Data silos are being torn down
61% say they would like increased access to data across the org.
How do you plan to use a customer data platform? (data collection use cases)


Sara Spivey
CMO, BrazeSource: Why Too Much Data Is A Problem And How To Prevent ItToday, there’s no shortage of tools to collect and organize customer data. What’s lacking is the ability to translate mountains of data into actionable insights.
Brands need to be able to listen, understand, and act in order to unlock the true value of data and serve customers relevant and memorable experiences.
Personalization takes on a new urgency
61% say that a CDP will be critical to their personalization efforts.
To enable personalization, what type of solution is your business seeking?
A hunger for data reliability is driving change
What business objectives do you hope to achieve with a customer data platform?
(Average rank, lower is better)


Alvina Antar
CIO, OktaSource: The Challenge: Leveraging Existing TechnologiesFlexibility is critical to survival.
I’ve seen people spend years and millions of dollars trying to implement a solution using the wrong technology only to come to this realization.
As a technology leader, you have to stay current to evolving technology trends and have confidence to take calculated risks.
AI and ML use cases are proliferating
49% say they will use a customer data platform for AI and machine learning use cases.
What use cases are you trying to enable with a CDP?


Tom Litchford
Head of Worldwide Business Development, Retail at AWSSource: How COVID-19 has accelerated a new digitized normal for retailersRetailers are moving beyond traditional data analytics to apply ML to get counterintuitive and previously unseen insights that help them respond to business trends in near real-time during the pandemic.
Expectations for customer data platforms are high
56.8% say they expect ROI of 5-10x from investing in a CDP.
What ROI do you expect from investing in a CDP?
% of respondents

Aaron Carter
Manager, Data Sciences & Digital Analytics, Staples CanadaSource: How Staples Canada digitally transformed their tech stackA customer data platform gives us the best shot we’ve ever had at obtaining a single view of each and every customer.
Marketers are doubling down on business value
58% say they expect a CDP to deliver revenue growth for their business.
How do you intend to measure the ROI of a CDP?


Daryl Boden
SVP, Technology, FoxSource: Customer data win-winI have no idea what the next challenge is that our business will face, but with an integrated data pipeline and a single view of our customers, we’re as well positioned as we can be for the future.
COVID-19 has accelerated an increase in CDP budgets.
62% say they will spend over $100,000 on their CDP.
On an annual basis, how much will your company spend on a CDP?


Joe Chernov
CMO, PendoSource: CRM Alone Isn’t Enough to Drive Growth. Here’s Why.Mashing up clean data from multiple sources, using it to prompt timely and relevant communications, and visualizing it in a common BI interface...is changing the way individual companies are taking their solutions to market.
And those budgets will continue to grow
On average, 47% of respondents say they will increase their CDP budget by over 25% in the next 5 years.
From 2020-2025, how much do you expect your CDP budget to grow?


Scott Brinker
VP of Platform, HubspotSource: Forget the Martech 5000. Try the Martech 500 Million.We’re still early in the digital transformation journey.
IDC predicts that we will grow from around $12 trillion in worldwide GDP driven by digitally transformed businesses in 2018 to a whopping $50 trillion in 2023.
Companies are confident in the value of CDP
86% plan to continue using a customer data platform.

Read the full report
DownloadDeliver the customer experience for 2030, today.
As this unprecedented explosion of data and digital adoption continues, customer data platforms have become the must-have infrastructure for any serious, digital-first business.
It may have become 2030 overnight, but you can get started today.
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