The Emergence of the Composable Customer Data Platform
This is a collaborative post between Databricks, Hightouch, and Snowplow. We thank Martin Lepka (Head of Industry Solutions at Snowplow) and Alec Haase...
A Customer Data Platform, or CDP, is a must-have for any modern business. A CDP is a powerful tool that allows you to collect, manage, and analyze customer data. It helps you better understand who your customers are, what they want, and how they interact with your business. Having a comprehensive view of customer data is invaluable; you can track customer behavior, segment audiences, and run effective targeted marketing campaigns. CDPs also help you identify opportunities to increase customer engagement and create more meaningful relationships. In short, investing in a Customer Data Platform is essential for any business that wants to stay relevant and competitive. With the right CDP, you can make sure your customers have an experience that is tailored to their needs and preferences.
But many teams stumble when it comes to implementation. While traditional CDPs offer an off-the-shelf solution to collecting, cleaning, and activating customer data, adopting organizations struggle with their rigid data models, long onboarding times and data redundancy across analytics and marketing tools. The CDP Institute's latest survey found that only "58% of companies with a deployed CDP say it delivers significant value" - leaving much to be desired from these packaged CDP solutions.
Thanks to the rise of the modern data stack and emergence of products like Snowplow, Databricks and Hightouch that offer best-in-breed alternatives to each component of traditional CDPs, the Composable CDP has emerged as a category-leading solution for modern organizations to manage their first-party data strategies.
In partnership with Snowplow and Hightouch, we've put together a deep dive whitepaper on the role a Composable Customer Data Platform plays in today's modern customer-facing organization.
In this whitepaper you'll learn:
- What's keeping many companies from getting full value from their CDP
- Why a traditional CDP may not be the right fit
- How to minimize your total cost of ownership and drive greater ROI
- Best practices to help you evaluate CDP solutions
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