While building Zingg IdentityResolution, we have been watching the space of composable customer dataplatforms and reading the debates and viewpoints from the data platforms, toolproviders as well as the CDP vendors. Collating the links here for a deep diveinto composable CDPs, the future of MarTech and the role of data platforms like Snowflake and Databricks.
→ The Composable CDP And What It Means For Product Analytics.
Covers composable CDPs from a technical point of view, and lays out possible tools that can be used to compose a CDP. Discusses approaches to identity resolution for customer data platforms and how it affects product analytics. Written by Netspring, the product analytics tool provider.
→ Snowflake's composable CDP
A white paper from Snowflake on composable customer data platforms with an elaborate deep dive into the data platform capabilities and building identity resolution.
→ Hightouch's critique on CDPs.
This article was widely circulated in the data ecosystem and it discuses challenges with off the shelf CDPs. It also covers identity resolution in depth.
→ The Future of MarTech is Composable
A practitioner's point of view. Lee Hammond is a seasoned marketing technology executive and an advocate of composable CDPs. The above article captures the changing marketing technology landscape and is a great read for marketers as well as technologists. Identity Resolution is mentioned here.
→ What is CDP Identity Resolution Missing
If you are planning to do identity resolution using an off the shelf CDP, this is a great read on the topic by Flywheel Software.
→ Falling in Love: CTOs and the Composable CDP
Jon Mendez, Founder/CEO in eCommerce, martech and adtech, writes eloquently on the history of CDPs and their evolution from en executive point of view.
→ CDPs are not the future
A strong point of view detailing limitations of a third party CDP and why the warehouse should be the customer data platform.
→ The Rise of the Composable CDP
Straight from Andreesen Horrowitz's blog, this is the most recent article we have read about the composable CDPs. It discusses the shift in data stack investments and the beginning of data applications like CDPs. This blog also covers identity resolution.
→ Databricks' take on composable CDPs
Explains architecting a customer data platform using the lakehouse
Watch this space as we add more!
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