Traditional CDPs are dead
The future of marketing lies in AI and agentic-based strategies built on a single source of truth in the data cloud.
Prove us wrongActivate your data cloud and unleash your marketing team
Traditional CDPs represent the last 10 years for marketers. A cloud-native, agentic approach represents the next 10.
Traditional CDP
Cloud-native
Data access and scope
Limited to the data explicitly copied into the CDP, resulting in incomplete datasets and restricted workflows that require engineering resources.
Built for marketers; directly connects to data clouds like BigQuery, Databricks, AWS, and Snowflake, providing access to all data without duplication.
AI agents
Relies on static AI models that lack flexibility and adaptability to specific business needs.
AI Agents work alongside the marketer, fueled by the enterprise data cloud and real-time performance data. The agents suggest audiences, journeys, and next best actions for upcoming campaigns.
Audience building
Relies on siloed, outdated data that doesn't reflect real-time customer behavior, leading to misaligned segments and ineffective targeting.
Dynamic, real-time audience building powered by cloud-native data and assisted by audience building agents that pinpoint hyper-relevant segments for every campaign.
Journey orchestration
Limited to the channels your CDP supports, not the channels that fit your strategy.
Build omnichannel journeys that fit the audience and campaign objectives and rely on journey-building agents' suggestions that optimize decision-making.
Campaign reporting
Marketing teams must go to each individual system or channel to analyze insights.
Injects all your campaign reporting back to the data cloud, reports on impact, and also uses that impact to generate new results.
Compounding growth
Limited reporting and siloed workflows hinder iteration and campaign improvement over time.
When audiences, journeys, and campaign results are in a Loop centered around your data cloud, real-time iteration and compounding improvement becomes a reality.
Data storage and cost
Requires duplicating data in both the data warehouse and CDP, increasing costs and complexity.
Operates directly from the data cloud, eliminating duplication and reducing your storage costs.