Customer Data Platforms (CDPs) as we know them are fundamentally broken. When CDPs first grew in popularity, data warehouse adoption was extremely low. Now, in 2024 any business not leveraging a cloud data warehouse is rapidly falling behind.
Today, there's a more elegant solution centered around the data warehouse - the Composable CDP.
Unlike traditional CDPs that require duplicative data storage, a Composable CDP takes advantage of your existing architecture so you can benefit from the security and flexibility of your own data warehouse while spending less. Companies like Warner Music Group, Chime and PetSmart have all adopted a Composable CDP to power best-in-class experiences for their customers.
Join the Composable CDP Community on LinkedInWhat does it mean to be a Composable CDP?
- The Composable CDP runs on your data infrastructure.
- The Composable CDP can support any schema.
- The Composable CDP is modular, but offers a complete feature set.
- The Composable CDP has unbundled pricing.
Industry leaders
Snowflake ebook
The Composable CDP: A Future-Proof Customer Data Platform
How CDPs alone can fail to deliver on the promise of a unified customer view and how a Composable CDP compares to an off-the-shelf platform.
Databricks whitepaper
The Emergence of the Composable Customer Data Platform
Learn how modern organizations are supercharging marketing efforts with a Composable CDP leveraging Snowplow, Databricks and Hightouch.
HubSpot blog
Composable CDP: A New Era of Customer Data Platforms
While all-in-one Customer Data Platforms initially seemed like the answer, these legacy solutions have proven to fall short on their lofty promises, leaving data and marketing teams to pick up the pieces.
Google blog
Built with BigQuery: The new era of CDPs Built on BigQuery
In this blog post, we will delve deeper into the concept of composable CDPs, explore the benefits they offer, and provide practical guidance on how to unlock the true potential of your data.
Merkle webinar
Demystifying the Composable CDP
Learn how and why leading organizations like Cars.com, Intelycare and AXS are choosing to activate data directly from Snowflake with a Composable CDP and just how easy it is to get started.
Iterable blog
How a Composable CDP Fits Into the Martech Stack
For years, marketers have relied on traditional Customer Data Platforms (CDPs) to power their most complex personalization use cases. Learn why the Composable CDP is now a more elegant solution.
Montecarlo blog
The Composable Customer Data Platform: Everything You Need To Know
While most organizations historically have turned to legacy Customer Data Platforms (CDPs), they quickly realized that their rigid data models, high costs, and redundant data silos greatly limited their effectiveness.
Fivetran blog
How Fivetran is revolutionizing the Composable CDP landscape
Learn how Fivetran's cloud-native approach is revolutionizing the Composable CDP landscape and empowering organizations to build personalized experiences that drive business outcomes.
Martech podcast
Why Composable CDPs are your next gen tech
Learn how composable CDPs reduce the laborious processes and incomplete views that traditional CDPs often result in.
Artefact Blog
Unbundled CDPs, the CDP Market Disruptor
Customer Data Platforms (or CDPs for short) have been popular in the market for some time now, but the category truly came to full fruition around 2016-2017. Today, the CDP is an established global category recognized by Forrester and Gartner, and has a thriving ecosystem of vendors with varying viewpoints and capabilities.
phData Whitepaper
The Ultimate Guide to CDPs
The CDP space is incredibly crowded and noisy so how do I cut through the noise and find the solution that solves my specific needs?
Practitioners
Video
How the Composable CDP is changing Martech: An Interview with Austin Hay
Austin shares his perspective on the MarTech space and discusses how the Composable CDP is changing the way data and marketing teams work together.
Video
The Next Big Thing In Martech
MarTech experts Scott Brinker and Juan Mendoza discuss the future of MarTech, the cloud data warehouse advantage, and more
Video
How Chime is activating data to communicate with customers
The fintech company adopted a warehouse-first approach to drive personalization and insights across channels.
Video
The Complexity of CDPs: An Interview with Lee Hammond
Lee shares his experience dealing with CDPs at Universal Music Group and the shortcomings of this architecture.
Video
How Cars.com leverages a Composable CDP to drive personalization
Hear from Alex Holt, VP of Audience Strategy at Cars.com, on his mission to radically transform the car shopping experience leveraging a Composable Customer Data Platform.
Video
How Zeplin is Powering PLG Through the Data Warehouse
Learn how Zeplin uses Hightouch to power product-led growth directly from their data warehouse.
Certified destinations
Platforms dedicated to offering integrations compatible with Composable CDPs, ensuring seamless data transfers with data warehouses.
Hightouch on Composable CDPs
Hightouch blog
What is a Composable CDP?
Learn why Composable CDPs are seeing such rapid adoption, how they work, and why they're replacing traditional CDPs.
Hightouch blog
Friends don’t let friends buy a CDP
How spending the first half of his professional career at Segment drove Tejas Manohar to disrupt the 3.5 billion dollar CDP category.
Hightouch blog
Is the Composable CDP bullsh*t?
Suddenly everyone and everything claims to be a Composable CDP. Let’s cut through the noise and call things what they are.
Hightouch blog
Traditional CDP vs. Composable CDP (what's the difference?)
A tactical guide to understand the key differences in CDP architectures.
Hightouch blog
7 myths about Composable CDPs, busted
Everyone’s talking about Composable Customer Data Platforms. Here are some of the most common misconceptions we hear.
Hightouch blog
The B2B CDP
How to overcome the unique data challenges of B2B marketing with a Composable CDP
Hightouch blog
Saving $1M in marketing spend with a Composable CDP powered by Hightouch
Learn how IntelyCare drives rapid experimentation and omnichannel personalization using Hightouch to activate their data in Snowflake.
Hightouch blog
The data warehouse is for marketers
How and why we are investing in building marketer-first features to unleash the power of the cloud data warehouse.
Hightouch blog
Introducing a Composable Customer Data Platform powered by Google BigQuery
Learn how leading organizations unleash the full potential of their customer data in BigQuery using Hightouch.