In today's marketing landscape, leveraging first party data is no longer an option; it's a necessity. With the constant evolution of channels and increasing consumer demand for authentic interactions with brands, data has become the key to crafting personalized customer journeys.

Historically, marketers have solved this problem with one of two solutions: traditional marketing clouds and customer data platforms (CDPs). They offer incredible capabilities for reaching your audience, but they share a fundamental weakness – the data gap. Both require an additional, often less comprehensive copy of customer data to be hosted on a third-party platform, leading to slower time-to-value and increased data storage costs.