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The State of MarTech Report

There has never been a more exciting time to work in marketing and technology. The world was already digitising rapidly, but the pandemic has accelerated this digital transformation. Companies that have been forced to adapt to evolving customer behaviours to survive now have an opportunity to thrive.

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The Four Elements of a CDP

Marketing technology consultant David Raab developed the concept of a CDP over a series of blog posts in 2013 and later went on to found the vendor-neutral CDP Institute, which developed the first definition of the term. By 2020, the CDP Institute identified 133 CDP vendors and estimated annual industry revenue at $1.3 billion. While still a nascent, growing marketing technology segment, there’s emerging consensus about what constitutes a CDP.