Customer Data Platforms (CDP)
A CDP is only as valuable as the activations attached to it. We help you scope, select, implement, and operate CDPs so they deliver lifecycle, paid-media, and analytics value — not just sit as expensive infrastructure.
What we do
Vendor selection (Segment, mParticle, Tealium, RudderStack, Hightouch, Census, Snowflake-native), data-model design, source and destination architecture, identity resolution review, consent management integration, and activation strategy across email/SMS, paid media, and product surfaces.
How we work
Start with activations, not infrastructure
What audiences will the CDP enable? If you can not name three, you do not need a CDP yet.
Vendor-neutral selection
Match the right tool to your stack and team size — not the loudest one or the one with the best sales motion.
Implementation oversight
We do not build it; we make sure it gets built right. Partner with your in-house team or an implementation SI.
Identity resolution
Deterministic and probabilistic match logic, kill switches, opt-out propagation, deletion paths.
Privacy + consent
GDPR / CCPA / state-level rules integrated into the data flow, not bolted on after.
When you need a CDP — and when you do not
You need one when you have multiple data sources, multiple activation destinations, and a team that will actually use cross-channel audiences. You do not need one when your stack is mostly one ESP and one ad platform — those tools own the use case already.
Frequently asked questions
Do you implement CDPs?
We provide oversight, architecture, and selection consulting. Implementation is done by your in-house team or a specialist SI. We make sure they build the right thing.
Which CDPs do you recommend most often?
It depends on stack and team. Segment for product-led companies, mParticle for mobile-first, RudderStack for warehouse-first, Hightouch / Census for true reverse ETL. No single answer.
Can a warehouse-native approach replace a CDP?
For some companies, yes. If you have a mature data warehouse, reverse-ETL tools like Hightouch or Census can deliver most CDP value at lower cost. We help evaluate the tradeoff.