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81% of CDP users gain competitive edge in AI initiatives, Tealium research shows

AI initiatives
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Study reveals enterprises with CDPs achieve faster AI deployment with superior data quality, while non-CDP users struggle with data wrangling and compliance

This year, Sherpa Communications is pleased to help Tealium announce the findings of its sixth annual report, The Future of Customer Data: AI, CDPs, and Real-Time Data, revealing insights into how organizations are leveraging customer data platforms (CDPs) to drive business success in an AI era. The study surveyed 1,200 global professionals across industries, examining both CDP and non-CDP users at various stages of maturity.

Below are key insights and findings from the report.

The Intersection of AI and Customer Data Management

The study reveals a transformative shift in how organizations are leveraging AI and ML through their CDP investments.

The research highlights a growing divide between CDP and non-CDP users in AI capabilities. Non-CDP users face increased challenges in supporting AI and ML projects, particularly in areas of data accuracy and privacy compliance, with significantly more time spent on data wrangling. CDP users also report faster time-to-value for their AI initiatives.

The study also reveals that organizations combining CDPs with AI initiatives are better positioned to achieve results in:

Real-Time Data Management Emerges as Critical Success Factor

The report found that real-time data management has become indispensable, with 90% of respondents identifying it as crucial for overall business success. Organizations using CDPs report significantly higher satisfaction rates and success metrics compared to non-users, particularly in their ability to meet customers at critical moments in their buying journeys.

For instance, Rohrman Auto Group, one of the largest automotive groups in the Midwest region of the United States, has been innovating with real-time data strategies, achieving a greater ROI when leveraging Tealium’s CDP.

Data Privacy and Compliance Confidence

As global data privacy regulations continue to evolve, the report highlights a significant advantage for CDP users in managing compliance requirements.

Overall, CDP users experience benefits around enhanced data security and compliance with global regulations like GDPR, CCPA, and HIPAA. Download the full report for additional insights and findings: The Future of Customer Data: AI, CDPs, and Real-Time Data.

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