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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.

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This 37-page paper covers several topics in-depth…

Uses cases

  • Measurement
  • AI & Machine Learning
  • True Analysis
  • Activation

Design

  • Data Governance
  • Decoupling
  • Resourcing
  • Flexible Infrastructure

Implementation

  • Development
  • Maintaining and Expanding

What’s Next?

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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. Explore the benefits of developing and maintaining owned, in-house Go-To-Market Data Lakes (GTMDL) as a supplement to traditional software-based Customer Data Platforms (CDPs).
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  • Framework

Build a more effective and durable revenue engine through customer success

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. Explore the benefits of developing and maintaining owned, in-house Go-To-Market Data Lakes (GTMDL) as a supplement to traditional software-based Customer Data Platforms (CDPs).
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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. Explore the benefits of developing and maintaining owned, in-house Go-To-Market Data Lakes (GTMDL) as a supplement to traditional software-based Customer Data Platforms (CDPs).
  • Growth Strategy, Operational Optimization, Sales Channel Effectiveness
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