WiseAnalytics | Customer Data Platforms (CDP) implementation Anti-patterns

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2024-11-15 09:00:04

Customer data platform sit firmly within the realm of customer data management, alongside traditional approaches of customer databases and Customer MDM as well as emerging datalake approaches:

We find that often the line between these approaches and platforms end up being blurried causing implementation anti patterns, significantly reducing the value of the implementation.

Due to the way Customer Data Platform have evolved, some of them have incorporated features traditional from a datalake to handle some of the process and management of customer data. Some of these solutions replicate the same infrastructure as traditional data platform, leveraging technology like Spark under the hood.

We have seen some of our clients leverage these data platform to directly collect customer data, query or analyse them or replicate the same type of data management that happens in their datalake.

We have seen our clients undergoing that path create data silos’, be faced with significant bills to pay, be forced to replicate customer data onto multiple systems increasing their cyber attack radius and make it more difficult to manage or be faced with a slowness to experiment.