Why Composable CDPs are your next gen tech — Tejas Manohar // Hightouch

Show Notes

• 02:30
  The importance of composable CDPs for marketers

  Compared to a traditional CDP, a composable CDP can be implemented on top of an existing data warehouse within a short period of time. This approach reduces costs and expedites access to all data a company already has, which is crucial for effective marketing campaigns.
• 05:19
  Traditional CDPs vs composable CDPs

  Traditional CDPs do not provide a complete view of customer data, especially for large enterprises with many properties to track. Composable CDPs enable companies to activate the existing data in their data warehouses, rather than creating another source of truth.
• 07:54
  HighTouch's solution for data driven decision making

  Companies with abundant data often have it stored in technical systems that require specialized knowledge to extract insights. Hightouch provides a self-serve interface that connects to these systems and allows marketers to use the data for data-driven decisions.
• 09:36
  The technical expertise required to implement a composable CDP

  To set up a solution like Hightouchs, you need someone who knows how to query data in a data warehouse system like a marketing analyst, performance marketer, etc. They just need to tell Hightouch where the data is, and the platform will take care of the rest.
• 11:50
  How composable CDPs ensure clean data for marketers

  Through data cataloging, Hightouch users can indicate what data matters to them such as the important fields about a user. The data catalog can be easily modified by analyst teams, and marketers get access to reliable data to build audiences.
• 14:48
  The difference between reverse ETL and a composable CDP

  Reverse ETL is the process of taking data from a data warehouse and bringing it back into marketing tools. On top of its core reverse ETL technology, Hightouchs platform Customer Studio, allows marketers access to data, which would be considered the composable CDP