Remember when you were a kid and got that Lego set that came with the instructions to make one specific thing, but you decided to use all the pieces to create your own masterpiece? Well, that’s essentially what composable CDPs are trying to do – take a bunch of different marketing technology pieces and build something customized. However, there are a few problems with this approach. First off, it can be expensive and complicated to manage all these different pieces. Secondly, just because you can customize something doesn’t mean it’s always the best solution for your specific needs. Finally, composable CDPs rely heavily on data, and it’s important to remember that not all data is created equal. So, while composable CDPs might seem like a cool and innovative solution, it’s important to carefully consider whether or not this approach is truly the best fit for your business.
Excerpt from the main article:
Companies are taking in more data than ever — and most of them are putting it to waste. Thanks to the pandemic-induced acceleration of digital marketing, the explosion of new channels, and advancements in CDP technologies, businesses are taking in exponentially more data than ever. Global data creation rose to 97 zettabytes in 2023, an all-time high. This number is expected to hit 181 zettabytes in 2025, which would be a 448% increase from 33 zettabytes in 2018. (For perspective, that’s enough storage to hold more than 39 million copies of the entire World Wide Web.) At the same time, they have less programmers than ever to help them use it effectively. (This covers everything from collecting their customer data, to cleaning it, resolving customer identities, and making that data usable for marketers.) And that gap is only widening, according to a bevy of new research. Around 40 million