In the CDP space, the trend towards composable CDPs emerges where integration with data warehouses allows for activation of data rather than creating standalone databases.
Analysts predict a shift in the martech landscape where the traditional approach of integrating applications may lead to an 'unbundling' of apps and data sharing.
With composable structures, platforms like MessageGears and Iterable can pull necessary real-time data directly from warehouses, enabling personalized customer messaging across channels.
The movement towards composable solutions reflects a broader strategy in marketing tech to leverage existing data infrastructure rather than duplicate efforts across multiple apps.
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