Composable CDP

and Packaged CDP

Wasim Miya
Architecture
Composable CDPs
Composable CDPs are based on a cloud data store, which serves
as a foundation for managing customer data.
They act as orchestration platforms, allowing marketers to
handle complex data structures and create a unified view of
their customers.

Packaged CDPs
Packaged CDPs are ready-made solutions that are designed to
manage customer data out of the box. They provide a pre-
defined structure and functionalities for managing customer
data without extensive customization.
Implementation
Composable CDPs
Composable CDPs are generally easier to implement,
especially if you have easy access to your data
streams and a well-defined identity resolution
strategy.

Packaged CDPs
Packaged CDPs may be easier to implement if you
don't have specific criteria or requirements that need
to be met. They come with a predefined setup and can
be implemented relatively quickly.
Use Cases
Composable CDPs
Composable CDPs and packaged CDPs can handle similar
marketing tasks, such as audience management and
personalized marketing. However, packaged CDPs may offer
additional features like built-in machine learning, reporting, and
real-time support.

Packaged CDPs
Packaged CDPs often provide built-in machine learning (ML),
reporting, and real-time support, which can be useful for
marketers. They may also offer specific use cases like simple site
personalization.
Data Governance
Composable CDPs
Composable CDPs leverage data warehouses as the
central hub for marketing activities, allowing flexible
controls over consent, data residency, and compliance.

Packaged CDPs
Packaged CDPs may recreate customer data within
their own managed environment. This can create
challenges for compliance-related requests and
consent management.
Time to Value
Composable CDPs
Composable CDPs can provide faster time to
value if you have easy access to your data
streams and a clear identity resolution strategy in
place.

Packaged CDPs
Packaged CDPs can also deliver comparable time
to value if your requirements are not complex
and can be met without extensive customization.
Data Science & ML
Composable CDPs
Composable CDPs require you to bring your own
expertise or integrate with specialized solutions
for data science and machine learning.

Packaged CDPs
Packaged CDPs may offer out-of-the-box data
science capabilities, such as built-in machine
learning (ML) features, that can be useful for
marketers.
End