Software subscriptions have accelerated martech growth because they make it easier to buy software than conventional licenses.  But CIOs are less enthusiastic about the subscription model.  This survey from Rimini Street found 99% of CIOs and CTO had concerns about subscription licenses, with the top ones being no return on investment and vendor lock-in.

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.