CDP vs data warehouse: There's no debate; warehouses win | Census

A decade ago, adopting a Customer Data Platform (CDP) was considered a silver bullet for teams looking to create a unified view of their customer base, but today's landscape has changed dramatically. With the increasing amount of customer data being collected and stored in modern data warehouses like Google BigQuery or Snowflake, the need for CDPs is reevaluated. The traditional limitations and challenges of CDPs, such as lack of flexibility, rigidity in structure, and not providing a single source of truth, are compared to alternative solutions like reverse ETL-powered data activation that can unlock the potential of modern data warehouses.

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