Gartner Hype Cycle Downgrades CDPs in its Evaluation of Emerging Tech

Posted on by Chief Marketer Staff

CDPs, or Customer Data Platforms, were considered innovative new tech a few years back. But according to Gartner’s latest Hype Cycle, which focused on evaluating CDPs for the first time, the technology is less appealing to the marketing industry today. A piece in AdExchanger looks at Gartner’s latest evaluation of the hype.

“Though CDPs have achieved high market penetration–67% of respondents to Gartner’s 2023 marketing technology survey said they onboarded a CDP–only 17% of marketers reported high utilization, according to [Lizzy Foo Kune, VP and analyst at Gartner and a co-author of the study],” writes AdExchanger‘s Hana Yoo. “Instead, marketers are turning to account-based marketing (ABM) platforms, marketing automation platforms, multichannel marketing hubs and personalization engines that “do the work of marketing,” [Yoo] said, such as marketing campaign and journey creation, planning and optimization.”

For more of Gartner’s assessment of emerging martech tools, read the full article here.


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