{"id":8450,"date":"2024-08-15T15:51:08","date_gmt":"2024-08-15T15:51:08","guid":{"rendered":"https:\/\/tup.kxe.temporary.site\/what-the-composability-revolution-means-for-the-martech-stack\/"},"modified":"2024-08-15T15:51:08","modified_gmt":"2024-08-15T15:51:08","slug":"what-the-composability-revolution-means-for-the-martech-stack","status":"publish","type":"post","link":"https:\/\/okdesign.ca\/fr\/what-the-composability-revolution-means-for-the-martech-stack\/","title":{"rendered":"What the composability revolution means for the martech stack"},"content":{"rendered":"


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This is the third article in a three-part series. The first, on composable CDPs, is here<\/a>; the second, on composable customer engagement platforms, is here<\/a><\/em>.<\/p>\n

In the CDP space, all the talk recently has been about the composable CDP. Not only are there CDPs designed primarily to be composable, like Simon Data, built on Snowflake, but traditional packaged CDPs like ActionIQ are now offering a composable option. In this context, composable means a strong integration with a data warehouse (or \u201clakehouse\u201d) allowing the CDP to activate data in the warehouse rather than ingest data from the warehouse (and other sources) to create its own, independent, persistent database.<\/p>\n

The same trend is seen in the customer engagement space, where platforms like MessageGears, Iterable and Braze pull appropriate data from the warehouse to support personalized, omnichannel customer messaging. It seems clear that these platforms do maintain copies of data from the data warehouse in order to be ready to respond to customer actions in real-time; where swift retargeting in response to customer actions is a perceived need, that data may be stored for a year or two. <\/p>\n

What happens when more and more applications adopt this composable structure \u2014 marketing automation, for example? In the view of Gartner analyst Ben Bloom, we might see the \u201cunbundling\u201d of apps and data across the board.<\/p>\n

Dig deeper: What the composability revolution means for customer engagement<\/a><\/em><\/strong><\/p>\n

The unbundled martech stack<\/h2>\n

What does that mean? Martech stacks have traditionally been composed of a series of more or less well-integrated applications, mostly maintaining their own native datasets. DAM has its data, marketing automation has its data, CRM, social media and so on. In a sense, the traditional packaged CDP was intended to ease this problem, acting as a single source of truth for customer data.<\/p>\n

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\"CDW\"\"CDW\"<\/figure>\n<\/div>\n

If the trend towards centralizing both customer and other business data in a data warehouse (Amazon Redshift, Google Big Query, Databricks, Snowflake, etc.) continues, we can imagine a stack in which there is one data repository and a series of apps, unbundled from the data, forming a layer \u201cwhere we do the work,\u201d as Bloom says. <\/p>\n

But is this vision of the future (oversimplified, admittedly, but made clear by the representation from Gartner) actually realistic?<\/p>\n

Dig deeper:<\/em><\/strong> Cloud data warehouses set to disrupt the martech stack<\/em><\/strong><\/a><\/p>\n

Composable CDPs don\u2019t yet dominate the space<\/h2>\n

First, it\u2019s worth noting that, for all the widespread discussion of the composable CDP, it doesn\u2019t yet dominate the CDP space. So much was made clear in some recent research<\/a> from David Raab at the CDP Institute. Just looking at Google search volumes, the term \u201cCDP\u201d is still much more searched than the term \u201ccomposable CDP.\u201d<\/p>\n

\u201cWhile the CDP industry has definitely stalled, the reason is far from clear,\u201d the Institute says. Composable CDPs may be growing at a slightly faster rate (based on number of employees) than traditional, packaged CDPs, but not enough to explain the slowing down in the traditional CDP market.<\/p>\n

The numbers speak for themselves, but don\u2019t demonstrate that composable CDPs won\u2019t dominate the space in the future. They might still be climbing towards the peak on the Gartner hype cycle.<\/p>\n

Dig deeper: <\/em><\/strong>What the composability revolution means for CDPs<\/em><\/strong><\/a><\/p>\n

A reality check on \u2018unbundling\u2019<\/h2>\n

Kevin Wang, chief product officer at Braze, a customer engagement platform that can pull data from data warehouses, finds the \u201cunbundled\u201d stack model plausible for some applications \u2014 for example for analytics apps that just need to scrutinize data that had previously come from a range of different sources without taking any action. \u201cI don\u2019t think that\u2019s going to be applicable to Braze at all. We do activate data that comes from a data warehouse, but we are ourselves generators of first-party and zero-party data. Also, we need to have data in order to have that real-time responsiveness that is key to the use cases that we make possible.\u201d<\/p>\n

Raab\u2019s reaction to the unbundling of apps and data bordered on the incredulous. \u201cAre they really not going to have their own data?\u201d Even if an app plugs into the warehouse, it\u2019s still going to make its own copy of some of the data. \u201cThe more interesting thing is whether you have a central platform or not,\u201d he said. \u201cIt could be a data warehouse or the Salesforce Data Cloud, or the data platform Adobe has, and then you have applications that sit on top of that platform. But that\u2019s an architecture we\u2019ve been dealing with for a long time. That has nothing to do with composability per se<\/em>. I don\u2019t think everything is going to access the warehouse directly; I\u2019m sure not.\u201d<\/p>\n

What we\u2019re dealing with then, yet again, may not be so much a complete overhaul of the martech stack but a swinging pendulum. For years, the martech pendulum swung between all-in-one marketing technology suites and collections of point solutions somehow bolted together (what Pega\u2019s Alan Trefler ten years ago<\/a> called the Frankenstack).<\/p>\n

Recently, the pendulum became somewhat stable over the middle ground of a central hub (often one of the big suites) with select point solutions plugged in \u2014 a situation acknowledged by the growth, for example, of HubSpot\u2019s and Salesforce\u2019s app marketplaces.<\/p>\n

What we now have, however, is a new dimension for the pendulum to swing in. Between the app-plus-data world and the utopia, Ben Bloom suggests, of apps and data uncoupled.<\/p>\n

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\"2024\"2024<\/a><\/figure>\n<\/div>\n

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Source link <\/a><\/p>","protected":false},"excerpt":{"rendered":"

This is the third article in a three-part series. The first, on composable CDPs, is here; the second, on composable customer engagement platforms, is here. In the CDP space, all the talk recently has been about the composable CDP. 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