{"id":9072,"date":"2024-10-25T17:10:16","date_gmt":"2024-10-25T17:10:16","guid":{"rendered":"https:\/\/tup.kxe.temporary.site\/composability-has-arrived-says-messagegears\/"},"modified":"2024-10-25T17:10:16","modified_gmt":"2024-10-25T17:10:16","slug":"composability-has-arrived-says-messagegears","status":"publish","type":"post","link":"https:\/\/okdesign.ca\/fr\/composability-has-arrived-says-messagegears\/","title":{"rendered":"Composability has arrived says MessageGears"},"content":{"rendered":"


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Composability is not a coming trend, it\u2019s here \u2014 presumably here to stay. That\u2019s the message from MessageGears in a new report based on a survey of 300 enterprise technology, marketing and martech professionals in the U.S. and U.K.<\/p>\n

Guess what? MessageGears describes itself as a composable data activation and engagement platform; it is often described as a composable CDP. There\u2019s a heavy investment in composability here, but it does not mean that the report is not of interest. In fact, it doesn\u2019t take MessageGears to tell anyone following the space that packaged CDPs are under pressure.<\/p>\n

Defining our terms<\/h2>\n

Okay, let\u2019s get the terminology straight. A traditional or \u201cpackaged\u201d CDP is \u201ca standalone platform that stores a copy of your customer data on its own servers and helps you activate that data across various channels and destinations.\u201d That\u2019s the MessageGears definition, with which we won\u2019t quibble. Except to say that, in many cases, brands don\u2019t use the CDP\u2019s activation capabilities but plug them into a specialist activation and engagement solution.<\/p>\n

A \u201ccomposable\u201d CDP activates data that is stored in a data warehouse or data lake (for example Databricks or Snowflake, although there are many out there). It often (not always) does this by reverse ETL, copying data from the \u201clakehouse\u201d. Some composable CDPs claim to present a no-copy solution, although that\u2019s controversial<\/a>. In any case, the aim of a composable CDP is not to create a separate, persistent copy of customer data.<\/p>\n

Finally, the tough one: \u201ccomposable.\u201d As I recently wrote, \u201cwe currently have at least two uses of the terms \u2018composable\u2019 and \u2018composability\u2019 in the martech space. One use\u2026refers to the ability of applications (like CDPs) to pull data from data warehouses rather than utilize (exclusively) data ingested into their own, separate database. The other, broader use refers to martech stacks being \u2018composed\u2019 from best-of-breed solutions, even though some central solutions in the stack may already have versions of some of those solutions.\u201d<\/p>\n

You can\u2019t read a report like this one from MessageGears without bearing in mind that \u201ccomposable\u201d is a somewhat slippery term. But back to the report.<\/p>\n

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

Here are the headlines<\/h2>\n

Some of the main takeaways:<\/p>\n