This study on data management is by Forrester for Zeta Global.  It also highlights data quality challenges: only half the respondents are confident in their data quality, security, reliability, and activation.  The thrust of the report is that companies have lots of systems impacting customer experience (84% have more than eleven), so poor integration among “best of breed” systems causes all kinds of problems.

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.