The benefits of building a DevOps culture for software companies are clear. DevOps practices integrate once-siloed teams across the software development lifecycle, from Dev to QA to Ops, resulting in both faster innovation and improved product quality. As a result, most software development teams have deployed tools to enable DevOps practices across their workflow.

As first-party customer data continues to explode, companies have struggled to make it actionable for personalization, advanced analytics, and other business purposes. As a result, customer data platforms that consolidate and activate known customer information have emerged to help companies generate ROI from their data. At present, nearly 80% of marketing organizations already have a customer data platform or are developing one.