Snowplow and Census: Why we need to look beyond CDPs to deliver excellent experiences to customers

Building a comprehensive single customer view is crucial for businesses aiming to deliver personalized experiences, but relying solely on Customer Data Platforms (CDPs) presents significant challenges. Although CDPs emerged to simplify data management for marketers by consolidating customer information, they often fall short in data quality, ownership, and flexibility. These platforms typically don't gather behavioral data from owned applications or allow for robust data aggregation and insight delivery, which can lead to silos and impede collaboration across business teams. As a result, companies are increasingly adopting a modern data stack approach, using behavioral data platforms like Snowplow to centralize data in a warehouse where it can be integrated and modeled for various use cases. This setup not only enhances data quality and control but also facilitates the effective activation of data across business functions using reverse ETL tools like Census, empowering organizations to provide tailored experiences and informed decision-making across teams.