Salesforce has also just announced an integration that lets its CDP read data from Snowflake, although they prefer the term “zero copy data sharing”. The connection operates in real time, which isn’t always the case with these relationships.
CDP ActionIQ has decoupled its data storage and data extract features by launching HybridCompute, which can query data without first loading it into ActionIQ’s own data store. The company has connectors in place for Snowflake, Databricks, and Teradata, and plans to add Google BigQuery, Amazon Redshift, and Microsoft Azure. They describe the approach with the oh-so-trendy term “composable customer data stack”.
The real work in building a CDP is assembling the customer profiles, whether they reside in a data warehouse or a separate CDP database. This hasn’t prevented reverse ETL vendor HIghtouch from championing “composable CDP” to help sell its data extraction tool. They’ve just added some features to make their extracts more useful to marketers, including abilities to split an audience into test segments and to profile audience members.
Amperity has launched Lakehouse CDP, which delivers CDP functions within “lakehouse” data stores including Snowflake and Databricks. Amperity tools for data modeling, data quality, identity resolution, generative AI, segmentation, and performance measurement will send all results to a company’s own lakehouse rather than a separate Amperity-managed database. Modules can be used independently but the real benefit here is that Amperity is one of the few “composable” CDP vendors who offer a complete set of pre-integrated CDP functions.