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5 Signs It’s Time to Switch Your CDP

Last updated February 6, 2025

Let’s face it: breaking up is hard to do. Especially when it comes to something as important as your customer data platform (CDP).

After all, you invested time, resources, and hope into the partnership, expecting it to unleash the full potential of your customer data. But now, it’s starting to feel like the relationship is more work than it’s worth.

You’re not alone. Many companies find themselves stuck with a CDP that promises big but fails to deliver. Whether it’s an endless implementation cycle, skyrocketing costs, or capabilities that just don’t scale with your business, the cracks in the foundation are starting to show. And those cracks come with real consequences:

Poor customer experiences leading to lower revenue
Teams working off inconsistent data, creating inefficiencies and confusion
Greater risks to stay compliant with data privacy regulations

It’s okay to admit that things aren’t working. In fact, recognizing the problem is the first step toward fixing it. CDPs are one of the most replaced martech solutions—21% of companies replaced their DMP or CDP in 2024—and for good reason.

Many companies discover that their initial CDP can’t scale to meet the growing demands of a multi-brand or global operation, forcing them to start over within a year or two. Others struggle with drawn-out implementations, maintaining multiple CDPs (an average of 2.2 per organization in 2023, according to Gartner) across their business to patch over the gaps. And for some, the project never fully gets off the ground, stalling due to endless implementation cycles or lack of clear ROI.

Don’t let buyer’s remorse keep you tethered to an underperforming CDP

With our CDP Trade-Up replacement program, Treasure Data makes it easy to leave behind the frustration and embrace the full potential of your customer data.

Here’s a look at how to find your perfect match.

5 signs you’re overdue for a CDP replacement

Sometimes, it’s hard to know when to call it quits. You’ve already poured resources into your current CDP, and starting over feels daunting. But the cost of staying in an underperforming relationship with your data can be far higher than moving on.

If you’re experiencing any of these issues, it’s a sign that your current CDP might not be the right fit anymore:

1. It’s too expensive

Money problems are one of the top reasons relationships fail—and the same is true with CDPs. In 2024, cost was the leading factor behind martech replacements, according to the Martech Replacement Survey.

A CDP should save you money by improving efficiencies, reducing redundant processes, and increasing your marketing ROI. But some platforms do the opposite, with lengthy implementations running up a larger-than-planned professional services tab, and/or complex pricing structures that make it impossible to get the full value out of the system. For example, have you experienced any of these CDP relationship stressors?

Complex pricing that undermines value. Some CDPs have pricing structures that charge per endpoint or API call. This often forces companies to find workarounds to avoid additional charges, limiting how they use the platform. If you’re incentivized to avoid using your CDP, it becomes impossible to realize its full value.
Scaling challenges that turn your CDP into a budget sinkhole. As your tech stack grows, costs can spiral, suddenly turning your CDP from a valuable tool into a profit killer.

With the right CDP, you can optimize your systems and significantly cut costs by:

Streamlining workflows to target only the most relevant audiences.
Reducing activation expenses by cutting out redundant email/SMS sends and associated per-send fees.
Boosting the ROI of your martech investments through more effective campaigns that drive better results.

2. You’ve outgrown its support and capabilities

Expanding use of customer data globally and/or across brands requires a CDP that’s up to the challenge. If your current CDP lacks the ability to scale alongside your growth, it may be time to re-evaluate the relationship. Rolling out a CDP across regions or divisions demands global data centers, key regional security and privacy certifications, and precise governance of data, access control, and delegation.

To meet these requirements, you need a CDP that can:

Integrate with any technology ecosystem.
Support multi-division, multi-geo environments through robust permissioning and access controls.
Reduce risk through robust privacy and security safeguards that meet the most rigorous requirements across the globe.

AB InBev, a global beverage giant, deployed Treasure Data across 42 countries, unifying data from over 2,000 sources, including more than 70 sources for over 90 million unique records.

Too much data for your CDP to manage?

Some relationships just can’t handle the pressure—and the same goes for your CDP.

If it’s struggling to ingest and activate large volumes of data (for most organizations, the amount of data managed is increasing rapidly), whether it’s online activity or offline sources like in-store purchases or call center interactions, it may no longer be the right fit for your growing needs. These limitations often arise from rigid schema-based approaches or insufficient capacity to process large datasets effectively.

For instance, does your CDP force you to spread email or SMS campaigns over multiple days because it can’t handle all the segments at once? That’s like being in a relationship where your partner is always running behind—it delays your plans and limits your ability to make meaningful connections in real time.

Find a permanent partner that can grow with you

Treasure Data is the CDP that grows with you, empowering your organization to unify vast data, manage complex regulatory requirements, and scale seamlessly. With global data centers, Treasure Data handles the complexities of multi-brand and global expansions while keeping your organization compliant and in control.

Whether you’re moving massive datasets, delivering real-time campaigns, or enabling connected customer experiences, Treasure Data ensures your CDP can meet today’s challenges and tomorrow’s opportunities.

3. You’re not seeing value fast enough

Have you been waiting months—or even years—for your CDP to deliver results? Slow implementation cycles, unclear use cases, and disappointing ROI can make it feel like you’re stuck in a bad relationship—throwing good money after bad with no payoff in sight.

Common frustrations

Endless implementations: “We’re a year in, and the CDP still isn’t live.” Sound familiar? These drawn-out cycles often lead to skyrocketing professional services costs.
Unclear value: Even if the system is live, poor data quality and incomplete identity resolution can prevent you from unifying customer profiles and proving ROI.
Low usage: Teams might be left wondering how to use the system effectively or lack sufficient training.

Your CDP partner should deliver results quickly while setting you up for long-term success. Treasure Data helps you start realizing value in weeks—not months or years. Our proven implementation methodology focuses on immediate use cases, enabling measurable results fast.

Want to see how much value your CDP could deliver? Try our CDP Value Calculator to discover what you could achieve with the right partner.

4. It’s falling behind on innovation

The technology landscape is evolving faster than ever, and your CDP should evolve with it. Generative AI, real-time engagement, and seamless integration with key tools like data warehouses are no longer “nice to have”—they’re essential for staying competitive. If your CDP isn’t innovating or lacks advanced capabilities like built-in machine learning (ML), journey orchestration, and AI-driven insights, it’s holding you back.

At a time when innovation is accelerating, your CDP should support new use cases, release new integrations, and enhance existing ones to maintain a best-of-breed tech stack. It should enable you to:

Leverage built-in ML capabilities for predictive analytics and automation.
Bring or build your own ML models for custom insights.
Support generative AI capabilities, real-time engagement, and seamless orchestration tools.
Unlock a unified source of truth for your data across all customer-centric teams, not just marketing.

With Treasure Data, there’s no need to choose between batch and real-time CDPs. Our platform unifies batch and real-time data into a single customer profile, ensuring your teams always work with up-to-date information. Plus, Treasure Data’s ongoing innovation—like real-time triggers powered by GenAI agents and zero-copy data sharing—helps you stay ahead of the curve.

Treasure Data evolves as quickly as your business does, empowering you to tackle cutting-edge use cases with generative AI, real-time personalization, and seamless integrations that grow with your tech stack. It’s time to break free from a stagnant platform and embrace a CDP built for constant innovation.

5. It’s not a market leader

Trusting your customer data to a CDP that isn’t recognized as a market leader is a risky move. In 2024, the CDP market underwent thorough evaluations from three major sources:

These evaluations are among the most comprehensive in the industry, examining hundreds of criteria, including live demos, vendor briefings, and direct feedback from customers.

Treasure Data was the only independent CDP named a Leader in all three reports, setting it apart as a trusted, proven choice for businesses seeking a reliable partner.

If your current CDP isn’t recognized as a Leader—or worse, isn’t listed at all—it’s time to ask whether it’s the right platform to manage your most valuable asset: your customer data. With Treasure Data, you’re not just upgrading your CDP; you’re choosing a partner consistently recognized for delivering results.

Trust the experts, and choose a market leader.

Breaking up is hard to do—but we make it easy

Breaking up with your current CDP might seem daunting, but with Treasure Data, it’s not about starting over—it’s about starting smarter. With our proven migration process, you’ll not only leave behind the frustrations of your old platform but also gain a lifetime partner committed to making your transition seamless, empowering your teams, and delivering value faster than you thought possible.

We make moving on simple

The first step in moving on from your old CDP is a simple “lift and shift.” Using proprietary migration tools, Treasure Data replicates your existing CDP’s data model, bringing your use cases into our platform in just days or weeks, depending on complexity.

Schemaless data ingestion: Unlike rigid CDPs that force you to conform to restrictive data models, Treasure Data’s unique schemaless approach adapts to your data—not the other way around. Whether it’s batch, streaming, or offline data, our platform ingests it all without preprocessing, saving you hours of manual cleaning and preparation.
Total flexibility: Your behavioral and customer attribute data can come from any source in any format. No more struggling to force your data into predefined boxes.

No more compatibility issues

Your new CDP should also enhance your workflows, not disrupt them. Treasure Data offers full integration with over 400 applications and platforms, as well as custom integrations built, tested, and delivered in just weeks. With Treasure Data, you can keep your tech stack intact while gaining the flexibility and efficiency to unify and leverage your data seamlessly.

A fresh start: Fast results, zero drama

We know the last thing you want after breaking up with your old CDP is a long rebound phase. That’s why Treasure Data is built to deliver value quickly, helping you move forward with confidence while laying a solid foundation for future growth.

Accelerate ROI: Our experienced team leverages pre-defined templates and workflows tailored to your industry, fast-tracking implementation and delivering results in record time.
Optimize and scale: We won’t let bad data habits from your old CDP follow you into this new chapter. By enhancing data quality and identifying impactful use cases, we set you up for success while maximizing ROI and cost savings.
Proven success: Treasure Data thrives in diverse, complex environments, helping businesses with multiple brands, regions, and customer types achieve streamlined operations and measurable outcomes.

Don’t just take our word for it—G2 customer reviews consistently highlight Treasure Data’s ease of setup and fast implementation times and time to value.

Ready to break free from your old CDP?

Breaking up with an underperforming CDP can feel like a big step, but it’s one we help businesses take every day. Many of our customers come to us after feeling stuck in a dead-end relationship with their current platform—frustrated by limited capabilities, lackluster support, and unmet promises.

That’s why we created the CDP Trade-Up program—to make your transition seamless and stress-free. With special incentives to help you upgrade, we’re here to guide you toward a diamond-class CDP that’s built to meet your needs today and grow with you into the future.

Why stay stuck when you could start your next chapter with Treasure Data? Let’s make the move together.