Cloud-based data warehouses (DWHs) have become established components in many enterprise tech stacks, including martech stacks. This begs the question: should you use your existing DWH as a customer data platform (CDP)?
Using a DWH as a CDP is not suitable for all enterprises. Some may not have a DWH in place, or the data may not be accessible in a marketer-friendly way. Additionally, DWHs typically aren’t designed to support real-time marketing use cases, and they don’t offer additional capabilities such as event subsystems with triggering, anonymous identity resolution, segment activation profiles with connectors, and testing, personalisation and recommendation services.
However, a DWH can still play a role in a customer data stack. Enterprises may choose to connect marketing platforms directly to the DWH, use the DWH with reverse-ETL tools, or have the DWH and CDP co-exist. Each pattern has its own trade-offs, so it’s important to evaluate which suits your organisation best.
Ultimately, it is premature to rule out CDPs in your future. An enterprise DWH can serve as a customer data infrastructure layer, supplying data to a CDP and other endpoints, allowing you to still benefit from the advantages of both solutions.
Originally reported by Martech: https://martech.org/should-you-use-your-data-warehouse-as-your-cdp/
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