The Rise of the Composable CDP

In our popular post on emerging data infrastructure , we highlighted technologies that have led to a new wave of data-stack investments. These stacks represent the culmination of a number of trends in the industry, including the migration from on-prem to cloud; the maturity of new data lake technologies that span both analytical and transactional workloads; and the transition from cumbersome ETL pipelines to the smoother ELT process. In that same post, we predicted the rise of a new class of data applications and products built atop these emerging technologies. 

Today, we are observing this shift take off in earnest. It’s especially prevalent among the categories of data applications that aim to solve unique challenges in the marketing sphere: business processes centered around customer experience and satisfaction; marketing practices becoming more personalized and integrated; and high consumer expectations on the timeliness of each engagement. 

In many ways, the massive growth of investments in customer experience (CX) systems parallels that of data infrastructure, and represents investments being made directly by the customer-facing teams – marketing, sales, and support. Teams in these customer-facing groups, separate from IT, have been building technology infrastructure to support the fast-changing landscape and respond to real world events. The data layer that supports the operational complexity is often a CDP. 

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