When researching The Forrester Wave™: Customer Data Platforms For B2C, Q3 2024, Forrester analyzed data from customer references about their top priorities for and adoption patterns of customer data platforms (CDPs). CDPs enable enhanced customer insights, audience targeting, personalization, and touchpoint reach through timely access to complete consumer data. As firms commit significant financial and staff resources to their CDP deployments, they’re planning to expand CDP use cases. B2C marketers can use this report to understand the current state of CDPs, benchmark their CDP practices against their peers, and plan for future CDP usage.