This category moves customer data between systems: collecting events, unifying profiles, pushing audiences back into ads and CRM. The architecture question underneath: one central CDP product, or the warehouse as the hub with specialised tools around it.
When this category matters
When audiences should be built from real data instead of platform heuristics. When events from web, app, and backend have to land in one shared schema. Or when marketing wants to activate warehouse segments into Meta, Google, and email tools without CSV uploads.
Decision criteria
- Architecture: warehouse-first (composable) or a standalone CDP platform?
- Schema discipline: does the tool enforce valid events or collect everything?
- EU data path: where do events transit, where are profiles stored?
- Cost model by events, MTUs, or destinations, priced against your volume.