The CDP Institute just published its annual Member Survey, which is always a treasure chest of interesting data. I’ve already published my primary analysis on the Institute site (you can download it here ) but wanted to call out a number of findings that either contradict or confirm martech industry conventional wisdom. After all, nothing’s more fun than tweaking the nose of authority. Data unification is growing: false. Most of us have a deep-rooted confidence in progress, at least when it comes to technology (human nature is another matter). The need for unified customer data has now been so widely understood for so long that we just naturally assume that more companies will have developed it. That has been true since the survey began in 2017 through last year’s survey: both CDP deployment and presence of a unified customer database have increased steadily. But both measures fell in the current survey.…