An Industry Reality Check on Composable CDPs We consistently hear this across the industry, and David Chan from Deloitte Digital articulates it perfectly: "80% of the effort sits upstream from the Composable CDP vendors like Hightouch and GrowthLoop: The data collection and capture, the ETL/ELT, the data model design, the identity resolution, the curation of the Customer 360, the data governance, the security, infrastructure, etc… If those things are not in place as a core foundation, a Composable CDP vendor is only going to act as a transparent window pane into a very messy data situation." The activation layer is valuable, but without the proper data foundation beneath it, are brands really maximizing their customer data potential? Check out the full post at https://lnkd.in/ghry4AfX
Once upon a time I was sitting at a client site with the CTO and we were talking about data quality and identity related issues we were finding in their data. Our suggestion was that they might want to make some adjustments to the underlying systems. The reaction was 100% pushback in making any change to their internal systems. Maybe it is different today than it was that day, but given the complexity and nuance of managing the representation of a customer across multiple systems often it best fits outside the scope of the typical corporate data warehouse.
Yes
And just putting any CDP in without serious data landscaping is questionnable 🤷
Isn’t that part and parcel of the data warehouse installation? I think in Hightouch’s case their value is not just execution from the warehouse but also the Agentic decisoning. So I would question 80/20 from beginning to end….if the end is about driving CR increase, higher AOV, improved Paid Media spend etc.
Enterprise Account Executive at Qlik
2wOr you could use Qlik to manage several parts of the process and replace 3 of the vendors on this diagram