Half of Marketers Consider CDPs Critical to Integration: EMARKETER and Zeta Global
In an EMARKETER and Zeta Global survey of marketing professionals, customer data platforms top the list of most critical technologies for martech-adtech integration (52.2%), with cloud data warehouses/lakes fourth on the list (36.2%). Only 22.5% of respondents describe their stacks as fully integrated. Benefits of integrated systems include better attribution (47.1%), improved targeting (45.7%), and faster campaign execution (37.0%).