The customer data platform (CDP) has failed to deliver on its promises to marketers, with only 1% reporting that their CDP meets their needs. Most CDPs struggle with data ingestion and transformation, resulting in incomplete or inaccurate customer profiles. These platforms also fall short in providing actionable insights and segments, and fail to activate data effectively for personalized marketing campaigns. In contrast, relying on a data warehouse as the source of truth can provide more accurate and complete customer data, allowing marketers to build effective campaigns without the need for expensive and inefficient CDPs.