Digital Leaders Prioritize Single Customer View: SAP Study

This SAP study doesn’t report on CDP penetration but it does find that 68% of digital transformation leaders are prioritizing creation of a single customer view compared with just 47% of laggards. The study argues that companies should invest in “next-generation CDPs”, a.k.a. “customer intelligence platforms”, which extend basic CDP features to include non-customer data, users outside of marketing, and analytical tools to uncover insights.  Guess what SAP sells?