Delivering standout customer experiences requires complete and accurate customer data. But as cloud data warehouses become the source of truth, companies are rethinking their approach to CDPs. Adam Greco from Hightouch and Erin Crump from Monks explore why a warehouse-first, Composable CDP model is gaining traction and share the top ten reasons behind the shift.
In today’s digitally transformed world, the best customer experience wins. However, to deliver fantastic customer experiences, your customer data needs to be more complete and accurate than your competitors. The need for this 360-degree view of customers has motivated leading organizations to invest in Customer Data Platforms (CDPs) where they can amass first-party customer data, resolve identities, and build audiences for activation and conversion.
However, at the same time, the CDP landscape has shifted, with many organizations investing heavily in cloud data warehouses as the primary source of customer data. Whereas in the past, marketers would store customer data in “packaged” CDPs, many organizations that have invested in cloud data warehouses end up with multiple sources of truth for customer data. Should organizations run a packaged CDP and store customer data in the cloud data warehouse? Or, can the cloud data warehouse be the CDP?
In this webinar, Adam Greco from Hightouch and Erin Crump from Monks will share why many organizations are rethinking their CDP strategy and embracing the warehouse-first, Composable CDP model. Adam and Erin will share the top ten reasons they have seen organizations make the switch and answer questions related to this topic.
Adam Greco | LinkedIn
Adam Greco is one of the leaders of the data industry. As one of Omniture's earliest customers and employees and a data consultant, he has helped thousands of organizations improve their digital properties through data. Adam has blogged extensively about data and authored the preeminent book on Adobe Analytics. Adam has held strategic roles at Salesforce, Amplitude, and several other leading organizations. He has served as a board member of several data technology providers and has won several awards from the Digital Analytics Association. Adam is a product evangelist at Hightouch, where he helps leading organizations strategize around using data to accelerate growth.
Erin Crump | LinkedIn
Erin Crump is a digital marketing leader with over 12 years of experience spanning APAC, EMEA, and NAMER regions. She began her career in Dentsu’s programmatic division before joining MightyHive (now Monks) as one of the founding members of the EMEA biddable media team, working with some of the world’s most recognizable brands. Currently Commercial Director for Data in NAMER, she partners with clients to develop data strategies, centralize and govern data effectively, and identify high-value use cases that power scalable, data-driven marketing applications.