EXECUTIVE WHITEPAPER

The Superpowered CDP: Building a Go-to-Market Data Lake

A Single Source of Truth for Measurement, Prediction, Analysis, and Activation

Organizations struggle with the intricacies of modern marketing technology, notably traditional Customer Data Platforms (CDPs). Despite a solid 67% adoption rate, Gartner‘s findings reveal a striking reality: only a mere 17% report high utilization.

This whitepaper explores the benefits of developing and maintaining owned, in-house Go-To-Market Data Lakes (GTMDL) as a supplement to traditional software-based CDPs or externally hosted marketing databases. CDPs often have fragmented customer profiles, low-flexibility, and high cost; whereas, the GTMDL can offer more flexibility, scalability, and future-proofing while powering comprehensive analytics capabilities and traditional activation use cases.

This 36-page paper covers several topics in-depth…

Use Cases
- Measurement
- AI & Machine Learning
- True Analysis
- Activation
Design
- Data Governance
- Decoupling
- Resourcing
- Flexible Infrastructure
Implementation
- Development
- Maintaining and Expanding