CDP Enters the Gartner Trough of Disillusionment

Whether Signal called itself a CDP matters less than the fact that TransUnion felt the need to acquire Signal’s CDP-like capabilities. But if you want evidence that the bloom is off the CDP rose, here’s Gartner’s latest digital marketing hype cycle, which shows CDP well into the trough of disillusionment. Don’t take that as bad news: the whole point of the hype cycle is that the trough is a necessary stop on the path to success.