In our latest edition of The Credera Brief video series, Credera Partner and Chief Digital Officer Phil Lockhart shares how a data warehouse can advance the functionality of an organization’s customer data platforms (CDP).
Leveraging Data Warehouses to Advance the Functionality of CDPs
In recent years, CDPs have skyrocketed in popularity with marketing teams, as has the need for efficient data collection. As a result, we’ve seen a significant growth of IT developed data lakes and data warehouses.
If not managed well, this can lead to disorganized workflows, missed opportunities, and a clash between marketing and IT departments.
In our experience, marketing and IT can work incredibly well together when clear roles and integrated, long-term roadmaps are defined through the lens of detailed use cases.
Through effective collaboration and implementation, CDPs and data warehouses used in conjunction have the power to amplify each other’s strengths. Where both exist, CDPs play the role of real-time activation and data warehouses focus on storage, analytics, and data science modeling. Scale and time horizons must be clarified so each element plays to its core strengths.
For CDPs, strengths include:
Real-time data collection
Native or integrated identity resolution services
Pre-built integrations with hundreds of MarTech solutions for activation
User interfaces that allow self-service feature enablement
For data warehouses, strengths include:
Organized and accessible data storage
Ability to enable environments for developing data science models that use artificial intelligence and machine learning
As digital maturity advances, the use of first-party data and proprietary modeling will differentiate an organization in the market through increased customer intelligence. By leveraging these model outputs, CDPs can turn insights into action, delivering customer intelligence across all channels in real time.
Companies that develop a unified architecture using a data warehouse and CDP will be able to accelerate initial use cases, deliver advanced proprietary functionality, and keep IT and marketing connected to a shared vision.
Interested in learning more? Explore how we work with clients to develop successful MarTech strategies here.
The Credera Brief
At Credera, we believe the toughest business challenges are best solved by a team—a team who works together to share knowledge to accomplish their goals.
We created The Credera Brief series to distill trends and ideas from Credera leaders and experts. These short-form videos share different insights and perspectives across the topic spectrum from MarTech and innovation to strategy and technology.