Enterprises Overlook Data Cleansing Layer in Pursuit of CDP Personalization

By Kevin Haag · MarTech · 2026-07-22

MarTech reports that many marketing departments are failing to see a return on their customer data platform investments because they lack a dedicated silver layer for data unification. While companies prioritize high-end activation tools, these systems frequently struggle when fe

MarTech reports that many marketing departments are failing to see a return on their customer data platform investments because they lack a dedicated silver layer for data unification. While companies prioritize high-end activation tools, these systems frequently struggle when fe