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90% of marketers say their CDP doesn’t meet current business needs



90% of marketers say their CDP doesn't meet current business needs

The overwhelming majority of CDP owners are disappointed with them. Only 10% say their CDP meets current needs and only 1% think it can handle future ones. That’s according to a new report from Forrester, commissioned by martech company Zeta Global. 

Beyond that: only 26% say their CDP meets most of their current needs, 35% say it’s meeting some of their current needs and 28% say it doesn’t meet any of their current needs. And perhaps most damning, 45% report it has underperformed against business expectations.

Base: 313 CDP users and decision-makers in marketing, IT, and customer experience in the US
Source: A commissioned study conducted by Forrester Consulting on behalf of Zeta Global, January 2022. Used with permission.

What CDPs do. The aim of CDPs is to help marketers manage the huge amount of customer data generated by many organizations. In addition to centralizing the data, they are supposed to enhance it by identifying customers and assembling customer profiles. They are a relatively recent addition to martech stacks: 85% of CDP implementations are three years old at most, and 43% are within the last year.

Read next: What is a CDP and how does it give marketers the coveted ‘single view’ of their customers?

What’s not working. Close to half of survey respondents expect CDPs to handle personalization, campaign execution across channels, and data activation. Unfortunately, these are the very things they’re not doing well. Here’s how many owners say they’re “mostly satisfied” with some core functions: 

  • Customer segmentation: 29% 
  • Customer profile assembly: 25%
  • Integration with campaign endpoints: 24% 
  • Personalization: 22%

Additionally, 46% report their systems having challenges with data analysis, reporting (45%), and data centralization (34%). 

Vendors aren’t helping. As bad as all that is, the dissatisfaction with vendors is even worse. More than half (52%) are unhappy with the technical support they receive, while 31% say the same about the customer support overall.

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Why we care. There is clearly an opportunity for vendors here. First one to provide a CDP that lives up to its promise wins. That is a technical challenge which will clearly take a lot of time, expertise and ingenuity to meet. Customer and technical support, on the other hand, can be worked on now. One place to start may be on the sales side, where there can be a big gap between what’s in the pitch and what’s in the product. You’ll stand out from the competition if they’re all overpromising and underperforming.

2022 MarTech replacement survey2022 MarTech replacement survey

About The Author

Constantine von Hoffman is managing editor of MarTech. A veteran journalist, Con has covered business, finance, marketing and tech for, Brandweek, CMO, and Inc. He has been city editor of the Boston Herald, news producer at NPR, and has written for Harvard Business Review, Boston Magazine, Sierra, and many other publications. He has also been a professional stand-up comedian, given talks at anime and gaming conventions on everything from My Neighbor Totoro to the history of dice and boardgames, and is author of the magical realist novel John Henry the Revelator. He lives in Boston with his wife, Jennifer, and either too many or too few dogs.

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Old Navy to drop NFTs in July 4th promo update



Old Navy to drop NFTs in July 4th promo update

Old Navy will update its yearly Fourth of July promotions by saluting the metaverse with an NFT drop, going live June 29.

In honor of the year they were founded, the retailer will release 1,994 common NFTs, each selling for $0.94. The NFTs will feature the iconic Magic the Dog and t include a promo code for customers to claim an Old Navy t-shirt at Old Navy locations or online.

“This launch is Old Navy’s first activation in web3 or with NFTs,” an Old Navy spokesperson told MarTech. “As a brand rooted in democratization and inclusivity, it was essential that we provide access and education for all with the launch of our first NFT collection. We want all our customers, whether they have experience with web3, to be able to learn and participate in this activation.”

Accessible and user-friendly. Any customer can participate by visiting a page off of Old Navy’s home site, where they’ll find step-by-step instructions.

There will also be an auction for a unique one-of-one NFT. All proceeds for the NFT and shirt sales go to Old Navy’s longtime charitable partner, Boys & Girls Clubs of America.

Additionally, 10% of NFT resales on the secondary market will also go to Boys & Girls Clubs.

Support. This activation is supported by Sweet, who’s played a major role in campaigns for other early NFT adopters like Burger King.


The Old Navy NFTs will be minted on the Tezos blockchain, known for its low carbon footprint.

“This is Old Navy’s first time playing in the web3 space, and we are using the launch of our first NFT collection to test and learn,” said Old Navy’s spokesperson. “We’re excited to enable our customers with a new way to engage with our iconic brand and hero offerings and look forward to exploring additional consumer activations in web3 in the future.”

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Read next: 4 key strategies for NFT brand launches

Why we care. Macy’s also announced an NFT promotion timed to their fireworks show. This one will award one of 10,000 NFTs to those who join their Discord server.

Old Navy, in contrast, is keeping customers closer to their owned channels, and not funneling customers to Discord. Old Navy consumers who don’t have an NFT wallet can sign up through Sweet to purchase and bid on NFTs.

While Macy’s has done previous web3 promotions, this is Old Navy’s first. They’ve aligned a charity partner, brand tradition and concern for the environment with a solid first crack at crypto.

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About The Author

Chris Wood draws on over 15 years of reporting experience as a B2B editor and journalist. At DMN, he served as associate editor, offering original analysis on the evolving marketing tech landscape. He has interviewed leaders in tech and policy, from Canva CEO Melanie Perkins, to former Cisco CEO John Chambers, and Vivek Kundra, appointed by Barack Obama as the country’s first federal CIO. He is especially interested in how new technologies, including voice and blockchain, are disrupting the marketing world as we know it. In 2019, he moderated a panel on “innovation theater” at Fintech Inn, in Vilnius. In addition to his marketing-focused reporting in industry trades like Robotics Trends, Modern Brewery Age and AdNation News, Wood has also written for KIRKUS, and contributes fiction, criticism and poetry to several leading book blogs. He studied English at Fairfield University, and was born in Springfield, Massachusetts. He lives in New York.

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