Salesforce CDP Gains Real-Time Connection to Snowflake

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.

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ActionIQ Adds Direct Access to External Data Stores

September 16, 2022

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”.

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Hightouch Adds Audience Segmentation to Reverse ETL

September 16, 2022

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.

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