Forrester iconForresterSep 1, 2026

B2C CDPs Enter Their Utility Era: Data Is The Foundation, But Outcomes Drive Investment

The customer data platform (CDP) category is graduating to a new phase. Marketers have unprecedented expectations for data as AI utilization explodes and marketing demands sophisticated insights, personalization, cross-channel execution, and measurability.

B2C CDPs Enter Their Utility Era: Data Is The Foundation, But Outcomes Drive Investment

Share this story

Send the public story page.

Useful takeaways from this story.

Marketers have unprecedented expectations for data as AI utilization explodes and marketing demands sophisticated insights, personalization, cross-channel execution, and measurability.

The customer data platform (CDP) category is graduating to a new phase.

Building the complete brief

The page is ready to read now. The fuller skim-friendly version will appear here automatically.

The useful part

Marketers have unprecedented expectations for data as AI utilization explodes and marketing demands sophisticated insights, personalization, cross-channel execution, and measurability. The customer data platform (CDP) category is graduating to a new phase.

How it works

  • The customer data platform (CDP) category is graduating to a new phase.

Keep reading in the app

Open the app view to save this story, compare related coverage, and continue from the same source.

Open in app