As enterprise brands evaluate customer data platforms (CDPs), they often face challenges in balancing the diverse needs of different teams.

Nowhere is this more evident than in the competing priorities of marketing and IT teams. As Deloitte observes, the CDP that sounds like music to the ears of marketing leaders may be perceived as noise by enterprise IT leaders. On the other hand, the CDP focused on providing flexible data management capabilities may appeal to IT while leaving marketing with unmet needs.

The result is CDP initiatives that fail to deliver. Meanwhile, 75% of consumers are saying they’ll pay more for highly personalized, impactful customer experiences – something brands will want to capitalize on with looming economic uncertainty. How can enterprises overcome the friction that comes with most packaged CDP deployments?

Enter the composable technology stack. In the past year, many CDP providers and emerging players have addressed this tension between buying groups by unpackaging capabilities or introducing new features designed to address the concerns of IT teams. One such concern is the cost associated with repeatedly copying data from a central data warehouse to a growing number of SaaS applications.

Composable tools are designed to eliminate the need for IT to copy data to a CDP in order for business teams to execute campaigns and analysis. In doing so, composable CDPs are becoming more stack-friendly and promise to appeal to more enterprise organizations.

But the composable technology stack isn’t for every enterprise. Learn how different approaches will support this complete solution and which providers will best suit the needs of your business.

Speakers:
Michael Trapani, Head of Product Marketing @ ActionIQ
Gerry Murray, Research Director, Marketing and Sales Technology at IDC

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Learn more about ActionIQ's composable architecture: https://www.actioniq.com/solutions/in...

Learn about composable architecture in general: https://www.actioniq.com/blog/composa...

Leverage these 6 Questions to Ask Your Potential Composable CDP Vendor: https://www.actioniq.com/blog/composa...

Read about the top 6 criteria to evaluate CDP integrations: https://www.actioniq.com/blog/cdp-int...

The World is Hybrid, Your CDP Should be Too: https://www.actioniq.com/blog/hybrid-...

Learn about composable CDPs: https://www.actioniq.com/blog/composa...

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