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

Tejas Manohar, Co-CEO at Hightouch, talks about the importance and benefits of data warehousing. Traditional CDPs can be a time-consuming and complex process for larger enterprises with a lot of data. However, by eliminating the need for a separate source of truth, composable CDPs reduce the laborious processes and incomplete views that traditional CDPs often result in. Today, Tejas discusses why composable CDPs are your next-generation tech.
About the speaker

Tejas Manohar

Hightouch

 - Hightouch

Tejas is the Co-CEO at 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

Quotes

  • "Over the last 5 to 7 years, it's become abundantly clear that no company can actually put all their data in a SaaS tool and use that as their source of truth." -Tejas Manohar, Co-CEO, Hightouch

  • "Why use a traditional CDP when you can go for a composable CDP that you can stand a CDP on top of your data warehouse in hours or days, instead of taking six to 18 months to implement a CDP from scratch?" -Tejas Manohar, Co-CEO, Hightouch

  • "Our magic at Hightouch is that it can sit directly on top of technical systems, give marketers a source of truth to activate off of, and a self-serve interface to do so that connects to all the tools." -Tejas Manohar, Co-CEO, Hightouch

  • "Taking the information that exists and putting it in the hands of marketers has been our goal from the beginning." -Tejas Manohar, Co-CEO, Hightouch

About the speaker

Tejas Manohar

Hightouch

 - Hightouch

Tejas is the Co-CEO at Hightouch

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