CDP or Data Warehouse? The best CDP is already in your DW | Census

There is a customer data platform (CDP) embedded in many businesses' data warehouses, waiting to be leveraged without the need for an expensive CDP solution. A CDP collects, manages, and governs customer data, helping with data collection, management, and governance. However, off-the-shelf CDP solutions have limitations due to their young industry age, lack of clear definitions, and potential to lock customers in with proprietary philosophies. By utilizing a good data infrastructure, businesses can already collect and manage customer data without the need for an expensive CDP solution. Instead, they can tailor their existing data warehouse to provide these features using lightweight tools like dbt and Census, creating a more sound data infrastructure, being more flexible, and avoiding the drawbacks of off-the-shelf CDPs.

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