Cost Pressures Are Slowing Data Unification: CDP Institute Member Survey

Tighter budgets are slowing progress towards data unification and leading to poor vendor selection decisions, according to the CDP Institute’s latest member survey. The share of respondents reporting a CDP or other type of unified customer database fell compared with previous surveys, the first time that ever happened. More companies are prioritizing cost over features in their vendor selection projects, even though companies that select based on cost show less satisfaction with their martech results.