Forrester CDP Report Accentuates the Negative

Maybe it’s just click-bait and maybe the authors are truly hostile, but this Forrester report for Zeta Global goes out of its way to make CDPs look bad.  Most obviously, it headlines that ‘only 10% of CDP owners feel their CDP meets all needs’ although another 26% say it meets most needs, another 35% say it meets some needs, and only 45% actually say it failed to meet expectations.  The underlying assumption is that CDPs should do everything from data collection through cross-channel campaign execution, although the survey doesn’t actually show this is what most users want.