Customer data platform architecture, built on your warehouse.

If your data already lives in a warehouse and you have analytics engineering capability, composable is usually cheaper and far more flexible, because audience logic becomes reviewable SQL rather than UI state. Packaged CDPs earn their cost when you need event collection SDKs, real-time personalization, or a non-technical marketing team owning audiences directly. We model both against your actual volumes rather than arguing it in the abstract.

Deciding, with rules you can defend, when two records are the same person. Deterministic matching on email, phone and customer ID comes first and covers most cases. Probabilistic matching on device and behavior fills gaps but introduces false merges, so we document the rules and keep them tunable rather than hiding them in a black box.

Consent state lives on the profile and is enforced at the point of activation, not left to each destination. Suppression lists propagate on every sync, so an opt-out or deletion request removes the person from downstream audiences rather than lingering in a platform-side list.

Yes, and it often improves it. We resolve identity and model profiles in the warehouse, then feed clean, unified profiles into the CDP as a source. You keep the activation tooling your team knows and stop paying to sync fragmented records.