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Composable Data Layer Architecture in Brands’ Sights for 2024: Winterberry Group

In a wide-ranging report, growth consultancy Winterberry Group identifies composable data layer architecture as a possible trend for 2024 with the market moving away from monolithic marketing suites. Composability allows marketers to assemble, disassemble, and reassemble technology components to meet evolving needs. Two major challenges that will continue to confront marketers this year: data quality and the need to integrate data from disparate sources.