Evolving Role of Customer Data Platforms

The role of Customer Data Platforms (CDPs) is shifting significantly within marketing technology. Rather than acting as the sole data hub, CDPs are now serving as orchestration layers that facilitate access to various data stores, including central data warehouses managed by IT. This shift allows for a more integrated approach, where marketing teams can efficiently utilize existing data infrastructures without excessive duplication. The move towards composable CDPs enables organizations to break down silos and enhance their ability to execute targeted marketing strategies across diverse channels.