The CDP space has been overtaken by talk of composability, allowing CDPs to activate data within customer data warehouses, moving away from the traditional model of the CDP ingesting and storing customer data profiles.
Customer engagement platforms like Braze are also embracing this trend by emphasizing real-time messaging across channels, leveraging data from data warehouses while also temporarily storing some data themselves.
"The ability to pull data from a data warehouse directly with the very seamless, automated transitions we facilitate, that for us is relatively new," said Kevin Wang, Braze's chief product officer, highlighting the shift towards data activation from warehouses.
"The general trend of companies wanting to leverage the data warehouse more and more to be that central organizational point, connecting out to different platforms and systems, we certainly see tha
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