Insider Intelligence delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More

About Insider Intelligence

Our goal at Insider Intelligence is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how Insider Intelligence came to be.
Learn More
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about Insider Intelligence.
Contact Us
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More
Tune in to eMarketer's daily, weekly, and monthly podcasts.
Learn More

Understanding the "Data" in Customer Data Platforms

Customer data platforms (CDPs) are the hot thing in marketing tech right now, but many of their functions are not that novel.

CDPs are similar to other types of data storage vendors such as data management platforms (DMPs), which are used to manage advertisers’ and publishers’ audience data. Vendors who sell CDPs claim that their differentiation comes from dealing exclusively with first-party data and having use cases that extend beyond media and advertising.

In a survey by The Relevancy Group conducted in June 2018 of 204 US executive marketers who are currently using a CDP vendor, about six in 10 respondents said that they integrate customer relationship management (CRM) data into their CDP. Other types of data like offline spending, email marketing and mobile behaviors are also integrated into CDPs but not at as high of a rate as CRM data.

These results underscore how CDPs’ most common functionalities have been around for several years. CDPs store more types of data than DMPs and CRM platforms, but there is a fair amount of overlap.

According to the Customer Data Platform Institute, the number of CDPs doubled from 2017 to 2018, and there are now more than 50 CDPs in MarTech Today’s industry landscape. Part of the reason so many vendors are rushing to sell CDPs is because the General Data Protection Regulation (GDPR)—an EU rule that became enforceable in May 2018 and stipulates that people’s data can only be used if they give a company explicit permission—is driving the demand for first-party data products. Since April, at least seven CDP providers have struck deals with investors.