Article

Linus Gregoriadis
Linus Gregoriadis 7 December 2020

How CDPs Play a Crucial Role in Omnichannel Marketing

New research from London Research and BlueVenn highlights the important role played by customer data platforms (CDPs) in providing a solid foundation for omnichannel marketing. The Omnichannel Marketing Excellence report looks at adoption of CDPs and the extent to which their use is correlated with business success.

The role of CDPs will be explored in a webinar this week along with other key findings from the research. The report’s author Andrew Campbell, Martech Director at the Home Agency, will outline some of the key insights and recommendations from the study, including why omnichannel marketing is becoming more important, and core capabilities across outbound marketing, inbound marketing, owned media and cross-channel orchestration. 

Central to the research is the growing use of CDPs. According to a business survey carried out by London Research, the proportion of $50m+ annual revenue companies using a CDP has increased from 51% in early 2019 to 63% in late 2020. This growth is consistent with the increased CDP uptake noted by the CDP Institute and analyst firms.

The research builds on the Customer Data Excellence report published last year which also found that CDPs are delivering significant return on investment. According to the latest study, those companies with CDPs are more than twice as likely to have significantly outperformed against their main business goal in the 12 months leading up to the Covid-19 crisis (32% vs. 14% for those organisations without CDPs).

The research also looks at the extent to which CDPs underpin analytics requirements within a modern business. CDP-equipped companies are more than five times as likely to be using advanced customer data analytics to support real-time or time-based triggered messaging and personalisation (37% vs. 7% for non-CDP users).

The webinar also features experienced marketing practitioner Andrew Campbell explaining how companies can use the research to benchmark their omnichannel marketing capabilities as part of their customer experience and CRM program planning.

Sign up for the Omnichannel Marketing Excellence webinar now to help you define and prioritise your marketing technology strategy and investments.

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