The superpowered CDP: Building a go-to-market data lake

A single source of truth for measurement, prediction, analysis, and activation

Organizations struggle with the intricacies of modern marketing technology, notably traditional Customer Data Platforms (CDPs). Despite a solid 67% adoption rate, Gartner‘s findings reveal a striking reality: only a mere 17% report high utilization.

This whitepaper explores the benefits of developing and maintaining owned, in-house Go-To-Market Data Lakes (GTMDL) as a supplement to traditional software-based CDPs or externally hosted marketing databases. CDPs often have fragmented customer profiles, low flexibility, and high cost; whereas, the GTMDL can offer more flexibility, scalability, and future-proofing while powering comprehensive analytics capabilities and traditional activation use cases.