Articles

Data Warehouse Article

<hr /> I’ve written about CDPs quite a bit. The category is rapidly evolving, particularly as data and context become more critical to the CMS and broader DXP ecosystem. There's also been the periodic acquisition of a CDP by an enterprise digital experience platform – think <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/optimizely-acquires-customer-data-platform-zaius">Optimizely buying Zaius,</a> <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/sitecore-acquires-boxever-and-four51">Sitecore absorbing Boxever</a>, and <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/contentstack-just-acquired-lytics-a-real-time-customer-data-platform-heres-why-it-matters">Contentstack adding Lytics</a> to its menu. These purchases were separated by time, but they speak to the critical need for data within their integrated offerings, especially when powering the “Holy Grail” of personalization. And as we know, that last piece is taking on a whole new urgency in the age of AI.On a more architectural level, I’ve personally been crawling through the underbelly of CDPs for years now, connecting all kinds of apps and sources, inspecting JSON packages, and worrying incessantly about MTUs – those monthly tracked users that we care so much about. Most recently, when I was working on a big cloud-based SaaS product, it was breathtaking to watch the real-time events passing into our customer data platform. But it was also alarming as you considered the scale of users and the associated price tag. Ouch.In every stack, there are multiple cost dimensions to consider, and CDPs bring their own unique challenges to the mix. Some platforms are focusing less on MTUs and zeroing in on active users, while others are embracing event-based pricing. There are also the processing resources that come in the form of compute. This is where overruns are a persistent and pesky concern. But <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/treasure-data">Treasure Data</a> is trying to change that. The intelligent customer data platform, which is built for enterprise scale and super-charged by AI, just unveiled a groundbreaking “No Compute” pricing model that completely decouples cost from processing resources. This could be the unearthing of buried treasure for users in a hunt for more efficient data solutions. This “No Compute” model is made possible by Treasure Data’s <a target="_blank" rel="noopener noreferrer" href="https://www.treasuredata.com/product/hybrid-cdp/">Hybrid CDP</a> architecture. It primarily charges for the number of unified customer profiles stored and the behavioral events associated with them. This enables brands to run unlimited queries, segmentations, and activations – all without fear of runaway bills.I caught up with Treasure Data’s co-founder and CEO, <a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/in/kazukiohta/">Kaz Ohta,</a> who provided a bit more context. In his mind, predictable costs in a CDP should be a right, not a luxury.“Our ‘No Compute’ pricing removes the biggest barrier to full CDP adoption – cost anxiety – so every team can activate data and AI agents with confidence.”Here’s some of Ohta’s vision from 2023, which is worth a listen. He lays out the challenge surrounding loyalty during periods of economic uncertainty (which takes on a more pressing urgency today), and where a CDP can unlock potential around personalization and customer experience: <figure class="media"><div data-oembed-url="https://www.youtube.com/watch?v=88nTuVXSJ6o"><div style="position:relative;padding-bottom:100%;height:0;padding-bottom:56.2493%"><iframe src="https://www.youtube.com/embed/88nTuVXSJ6o" style="position:absolute;width:100%;height:100%;top:0;left:0" frameborder="0" allow="autoplay; encrypted-media" allowfullscreen></iframe></div></div></figure> A lot has changed in two years, but it provides a foundation for how Ohta is steering Treasure Data towards success in an increasingly competitive market. He’s a compelling figure in the customer data landscape, and this disruptive new approach to pricing could be another element that elevates the company’s preference.<h3 id="solving-the-cdp-industry’s-cost-dilemma">Solving the CDP industry’s cost dilemma</h3>When it comes to selecting a CDP, it’s fair to say that enterprises have been in a pricing pickle. On one side, DXPs have been consuming CDP players into their pre-ordained stacks with integrated capabilities. Meanwhile, pure play solutions have been energizing their feature sets to enhance their independent relevance. Composed solutions with built-in customer data layers have some obvious advantages. But do they deliver as intended? I asked Ohta about the nuances between the DXP strategy and pure-play solutions like Treasure Data and where his company might have the upper hand. “DXPs such as <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/adobe-experience-manager">Adobe</a>, <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/acquia">Acquia</a>, and <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/optimizely">Optimizely</a> take a different approach,” Ohta said. “They want to provide the complete stack. They bundle CDPs in their stack. However, we see many failed implementations of their CDP, just because leading DXPs mostly acquired their CDPs as a bolt-on solution. They are not really integrated. While I see the vision of DXPs, the execution of DXPs are poor: they, in reality, are Frankenstein stacks and a collection of different businesses – and that’s why buyers are not happy with them.”Within these shifting business dynamics, pricing is a key consideration and fraught with challenges. Buyers are faced with a choice between packaged CDPs that focus on metering the number of profiles and compute, or composable-only CDPs that primarily meter the number of profiles and shift the processing burden to a cloud data warehouse, creating potentially unpredictable query charges.Treasure Data’s new pricing model attempts to end this trade-off by separating economics from compute location. Customers get transparent pricing based primarily on the number of real-time, resolved customer profiles managed and the volume of associated behavioral events – think website visits, mobile app usage, email activities, and the like. “The true value is no longer just in data storage and movement, but in the intelligence you apply to it,” said Ohta. “Treasure Data is infused with AI everywhere, and now our customers pay for the value they get from AI-driven outcomes like better personalization, predictive insights, and campaign optimization – not for the underlying compute cycles.”In an age where CDPs and data warehouses need to align in all the right ways, Treasure Data is providing an optimal solution. Whether workloads are running in its high-performance database engine or inside a customer’s CDW environments, enterprise teams get the same consistent experience without having to consider infrastructure or cost complexities. In this way, it’s a bit of a godsend.I asked Ohta how this new approach to Treasure Data’s pricing model came about and how users are receiving it thus far. “Our largest customers have trillions of records and hundreds of millions of profiles managed with Treasure Data,” he said. “We pioneered this pricing model with them in the last few years and renewed their contracts under these terms. It’s worked well and now we’re rolling it out to other customers.”<h3 id="powered-by-hybrid-cdp-architecture">Powered by Hybrid CDP architecture</h3>Flexibility is a keystone attribute for any software solution. Composability can deliver on this promise, but there are instances where customers might want a hybrid approach over purely composable architectures based on specific use cases. Treasure Data conducted some research around the preference for a hybrid CDP architecture, where IT teams can choose the optimal processing environment to meet their needs. Based on its global survey of CDP buyers, 65% wanted a hybrid approach (edging up to 69% in the US). In the same report, a much smaller portion opted for packaged or composable architectures.I asked Ohta how this reinforces Treasure Data’s position.“While people talk a lot about the composable stack, the majority of buyers want choice and flexibility,” he said. “An enterprise has multiple brands, businesses, regions, and departments where they have different levels of martech and data maturity. Customers are asking to have choice over their architecture, anchored in a CDP or in a data warehouse, per brand, region, etc. Composability on its own requires the right engineering resources around, but hybrid lets you have the best of both worlds.”How does Treasure Data’s unique Hybrid CDP architecture empower IT teams with choice? In two ways: First, they can leverage its Complete Mode, where Treasure Data provides the complete CDP solution – journey orchestration, segmentation and activation, ID unification, batch and real-time connectors, storage and compute – so you can implement it as a single source of truth.There’s also a Composable Mode. Designed for more mature data engineering organizations, where a cloud data warehouse already exists as a single source of truth, Treasure Data builds a real-time cache of the customer 360 view from the CDW for instant customer data activations.One of Treasure Data's key advantages is implementing the optimal processing environment based on preferences and use case suitability. This dual-mode approach helps preserve governance, maximize CDW ROI, and guarantee sub-second performance for time-sensitive engagement. All solid benefits.<h3 id="availability-and-pricing">Availability and pricing</h3>According to Treasure Data, the new “No Compute” pricing model is generally available today for new customers and existing ones who want to make the move. It’s worth noting that there are multiple options for deploying Treasure Data, including <a target="_blank" rel="noopener noreferrer" href="https://aws.amazon.com/marketplace/pp/prodview-jrcyyln5ecfgi">through the AWS Marketplace.</a> How do the pricing benefits translate in the real world? That’s the real question. The mechanics of the model make sense, and as Ohta said, they’ve seen success with existing users. Those metrics could be part of an upcoming webinar on <a target="_blank" rel="noopener noreferrer" href="https://www.brighttalk.com/webcast/15379/650390">The Power of a Hybrid CDP: Connected Experiences with Predictable Costs</a>, which is being held on September 8th.Obviously, a CDP’s total cost is a product of its usage, and this new model presents a big shift in how that functions. As far as assessing just how impactful this might be in your own stack, you’ll need to contact Treasure Data for a personalized cost analysis. There are different features composed into various packages across the CDP product landscape, so be sure to specify your goals when engaging with their pricing team – and do your homework on available integrations and warehouse options.From a security and compliance perspective, Treasure Data has a <a target="_blank" rel="noopener noreferrer" href="https://trust.treasuredata.com/">trust and security center</a> that includes all of its artifacts. It’s robust, but it’s always worth a look to ensure that you’re meeting the proper data privacy and regulatory requirements. There’s also an option to conduct a security review.<h3 id="why-it-matters">Why it matters</h3>The CDP space is heating up as the market evolves and data warehouses take on an elevated role. Organizations are struggling to turn these resources into action, and leverage CDPs to power their personalization and customer 360 efforts. Despite the consolidation within the DXP category, pure play solutions are finding value with new features – and now, new pricing models that are strengthening their posture within the composable stack.  With Treasure Data’s new “No Compute” pricing, customers are more empowered to utilize their CDP. It allows them to explore and assemble multiple segments, run various queries, and leverage its on-board AI agents – all without compute costs weighing them down. That means they’re free to align around outcomes that really matter to them, like the number of unified profiles and the behavioral events resulting from their marketing efforts.On that topic, marketers using Treasure Data will also have more latitude to keep their existing CMS or DXP and their data warehouse – and still get real-time, AI-powered engagement at a predictable cost with a CDP that integrates with all these tools. This core flexibility is a key competitive advantage for Treasure Data within the pantheon of customer data platforms. As Ohta said, AI is a big part of the feature set for marketers and enterprises. But cost anxiety is a major pain point – and they’re helping to overcome that challenge.“Our hybrid architecture blends historical depth with live behavioral data for sub-second personalization, all in a no-code, self-service environment for marketing teams,” he explained. “It’s about giving marketers the speed, insight, and freedom to act on every moment of opportunity without budget surprises.” <hr /> <h3 id="upcoming-events">Upcoming Events</h3> <img style="width:31.44%" src="https://cmscritic.com/ms-content/uploads/2025/08/cms-kickoff-2026-logo.png" alt="" /><h4 id="cms-kickoff-2026"><a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmskickoff26">CMS Kickoff 2026</a></h4>January 13-14, 2026 – St. Petersburg, FloridaMeet industry leaders at our fourth annual CMS Kickoff – the industry's premier global CMS event. Similar to a traditional kickoff, we reflect on recent trends and share stories from the frontlines. Additionally, we will delve into the current happenings and shed light on the future. Prepare for an unparalleled in-person CMS conference experience that will equip you to move things forward. This is an exclusive event – space is limited, <a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmskickoff26">so secure your tickets today.</a>

Treasure Hunt: 'No Compute' Model from Treasure Data Promises More Predictable Pricing with Hybrid CDP 

matt-garrepy

<hr /> It’s a data swamp out there, and brands are trudging through it. With customer data sprawled across a multitude of devices, platforms, and identities, enterprises are struggling to unify the chaos, glean meaningful insights, and create more personalized experiences.As people engage via a widening channel of digital touchpoints, unifying disjointed customer records has become a huge blocker. While features in CDPs and data warehouses have provided a salve, the use of <a target="_blank" rel="noopener noreferrer" href="https://hightouch.com/blog/identity-resolution-tools">identity resolution tools</a> – software solutions that link customer data points across different systems – has become an essential resource for keeping the mud off your boots.But when the data picture is incomplete, things get fuzzy. This is where <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/hightouch">Hightouch</a> is sharpening the details with precision and giving marketers more reliable insight. The composable CDP and AI decisioning platform just introduced probabilistic Identity Resolution, an adaptive feature of Hightouch’s powerful warehouse-native customer data platform that combines AI with deterministic logic to fill in the gaps of fragmented profiles. This new capability introduces what Hightouch calls “multi-zone” identity resolution, which enables businesses to jump between high-confidence deterministic matching and higher-reach probabilistic matching within a single project setup. In this sense, it combines the best of both worlds in one unified solution within the CDP.“Most identity resolution tools are either rigid or opaque,” said <a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/in/tejasmanohar/">Tejas Manohar</a>, Co-Founder and Co-CEO of Hightouch. “We’ve built something entirely new, a multi-zone identity engine that lets customers toggle between high-confidence deterministic graphs and higher-reach probabilistic graphs, without sacrificing transparency or control.”<h3 id="determining-the-probabilities-with-ai">Determining the probabilities with AI</h3>We live in an ever-expanding world of digital touchpoints, and consumers are engaging across a litany of devices and channels. With so much data in so many places, brands are struggling to capture clean and accurate customer data from a disjointed mountain of customer records, which is eroding the effectiveness of marketing and personalization.While identity resolution helps cut through the chaos, it has inherent challenges relative to the use case. Transactional emails, for example, perform best with high-confidence deterministic matching. Meanwhile, things like ad targeting work best with high-reach probabilistic matching. With Hightouch, you can use the right method for the right use case. Toggle to deterministic identity resolution to leverage exact matches with identical email addresses or phone numbers. Jump to probabilistic identity resolution and utilize machine learning models to infer connections between similar (but not identical) records. This can include linking a nickname and personal email to a business identity to help fill a gap.<h3 id="powerful-identity-resolution-features">Powerful identity resolution features</h3>While other platforms offer probabilistic matching, Hightouch is the first to make both probabilistic and deterministic resolution fully configurable, transparent, and warehouse-native. This enables brands to control their identity resolution logic, optimize for different downstream use cases, and preserve data ownership at every step. Features of Hightouch's adaptive Identity Resolution include its noted multi-zone matching, which enables users to adjust confidence levels up for precision or down for reach. Now you can shift your deterministic and probabilistic resolution in parallel depending on your use case. It's also highly configurable and transparent, allowing you to fine-tune your matching logic, inspect machine learning decisions, and customize golden record logic without code.Hightouch's warehouse-native architecture also allows users to perform identity resolution on their complete data, directly in the data warehouse. No need to move data into a separate CDP or black box – it's all handled in one place, and it's all configurable and transparent. With Hightouch's real-time activation, you can put merged profiles to work instantly across ads, email, customer success, and more through its deep integration ecosystem. As Hightouch contends, this isn’t a “one-size-fits-all algorithm” they’re applying, but an intelligent, transparent framework that evolves with your business needs. And with AI inside the warehouse, identity resolution steps up from being just a hygiene task to a strategic advantage.<h3 id="the-verdict">The verdict</h3>Identity resolution tools have been around for a while at both a warehouse-native and black box level, providing options that are native and outside an organization’s data stack. Proximity aside, there are implicit limitations that are exacerbated by the growing number of data sources and disjointed customer records. Hightouch is endeavoring to solve this problem with its novel multi-zone identity engine. What’s key is that customers have more power to switch between deterministic and probabilistic graphs to achieve a more complete picture and attain greater confidence. There's more control over use cases for high confidence or high reach, and this could deliver more value to marketing teams as they focus more on personalization.The artificial intelligence piece is also pivotal, unlocking more scale and potential as the lakes of data continue to grow. But this investment in AI-powered solution is precisely what’s putting this platform on the map. Hightouch is still “riding high” as it innovates along its AI decisioning capabilities, which earned it an <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/u-cant-touch-this-cdp-hightouch-nails-80m-series-c-to-power-its-ai-decisioning">$80 million Series C last February.</a>Earlier this year, I spoke with Hightouch’s <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/hightouch-taps-adam-greco-as-product-evangelist-strengthening-its-leadership-in-composable-cdps">Product Evangelist, Adam Greco,</a> about the evolution of the company’s composable CDP and how it’s challenging the category. As I observed at the time, Hightouch is plotting a unique course, and this latest foray into native, AI-powered identity resolution is further evidence of that.  <hr /><h4 style="text-align:center" id="looking-for-guidance-on-hightouch?-talk-to-an-expert.">Looking for guidance on Hightouch? <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/contact">Talk to an expert.</a></h4><hr /> <h3 id="upcoming-events">Upcoming Events</h3> <img style="width:31.83%" src="https://cmscritic.com/ms-content/uploads/2025/01/cms-connect-2025-logo.png" alt="" /><h4 id="cms-connect-25"><a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmsconnect25">CMS Connect 25</a></h4>August 5-6, 2025 – Montreal, CanadaWe are delighted to present the second annual summer edition of our signature global conference dedicated to the content management community! CMS Connect will be held again in beautiful Montreal, Canada, and feature a unique blend of masterclasses, insightful talks, interactive discussions, impactful learning sessions, and authentic networking opportunities. Join vendors, agencies, and customers from across our industry as we engage and collaborate around the future of content management – and hear from the top thought leaders at the only vendor-neutral, in-person conference exclusively focused on CMS. Space is limited for this event, <a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmsconnect25">so book your seats today.</a>

Hightouch Adds New AI-Powered Adaptive Identity Resolution to its CDP

<hr /> The martech landscape is, in a word, messy. And we don’t need <a target="_blank" rel="noopener noreferrer" href="https://chiefmartec.com/2025/05/2025-marketing-technology-landscape-supergraphic-100x-growth-since-2011-but-now-with-ai/">Scott Brinker’s 2025 Supergraphic</a>, now a breathtaking pointillist painting of 15,384 discrete solutions, to tell us how confusing this morass has become.Marketers know this truth all too well. Data lives everywhere, scattered across CRMs, analytics dashboards, customer data platforms, CMSes, and dozens of other tools. Getting a complete view of their customers and campaigns has become a struggle, if not impossible.Along comes AI, and with it, the promise of finally unlocking personalization at scale with automated variants and streamlined workflows. But despite the eagerness of non-technical marketers to tap the fabric of AI, the lack of unified data has been a barrier to success. As such, their efforts are falling flat, and their content strategies feel more reactive than revolutionary.But <a target="_blank" rel="noopener noreferrer" href="https://www.databricks.com/">Databricks</a> might have an answer to this conundrum. The cloud-based data and AI company recently announced the launch of its new Data Intelligence for Marketing solution, which combines its popular <a target="_blank" rel="noopener noreferrer" href="https://www.databricks.com/product/data-intelligence-platform">Data Intelligence Platform</a> with a library of out-of-the-box integrations – connecting its capabilities to an ecosystem of leading marketing solution providers. Data Intelligence for Marketing leverages the proven power of Databricks to amplify and accelerate successful outcomes. By weaving AI across a bench of trusted marketing partners like <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/adobe-experience-manager">Adobe</a> and <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/salesforce">Salesforce</a>, anyone can access insights, personalize experiences, and run more effective marketing – all from a single, unified platform. “We’re launching Data Intelligence for Marketing to ensure every marketer, regardless of technical background, can get the data they need to make smarter decisions faster and run relevant, efficient campaigns,” said <a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/in/rischultz/">Rick Schultz</a>, CMO at Databricks. “By unifying customer and campaign data and using AI to reason on that data, this platform enables real-time, conversational analytics for marketers. This empowers marketers to make financially impactful decisions faster and drive more effective and efficient campaigns. It’s what marketers need to compete in today’s data-driven era.”Already deployed in global brands as the data and AI foundation for their broader martech stack, Data Intelligence for Marketing is giving teams an AI pathway that’s bolstered by Databricks. By combining customer and campaign data in real time, marketers can sidestep the complexities, self-serve deeper insights, and develop more relevant and efficient campaigns at scale. <h3 id="powered-by-an-ai-“brick-house”">Powered by an AI “brick house”</h3>Over the last few months, we've been covering the data frontier extensively, focusing on some big moves that vendors like <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/contentstack-just-acquired-lytics-a-real-time-customer-data-platform-heres-why-it-matters">Contentstack</a> and <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/u-cant-touch-this-cdp-hightouch-nails-80m-series-c-to-power-its-ai-decisioning">Hightouch</a> have made in purchasing or expanding their data capabilities at the DXP and CDP levels. In a composable world, increasingly more tools are being leveraged to augment digital experience stacks. And as <a target="_blank" rel="noopener noreferrer" href="https://chiefmartec.com/2025/05/2025-marketing-technology-landscape-supergraphic-100x-growth-since-2011-but-now-with-ai/">recently codified on Martech Day</a>, AI has been a catalyst for significant growth in multiple dimensions, and data is the elemental fuel for the fire.Databricks is part of the growing <a target="_blank" rel="noopener noreferrer" href="https://www.databricks.com/product/data-lakehouse">data lakehouse</a> and <a target="_blank" rel="noopener noreferrer" href="https://docs.databricks.com/aws/en/sql/">data warehouse</a> ecosystems, and the company has been on a meteoric rise. Founded in 2013 by the original creators of <a target="_blank" rel="noopener noreferrer" href="https://aws.amazon.com/what-is/apache-spark/">Apache Spark</a> – an open-source, distributed processing system used for big data workloads – Databricks is a unified analytics platform for building, deploying, sharing, and maintaining enterprise-grade data, analytics, and AI solutions at scale. Why all the fuss? Because data systems are big – and only getting bigger. Enterprises are struggling to keep up, and marketers are drowning in the overflow. Databricks helps to unify and simplify this riptide of complexity by providing a fast, cost-effective, and highly scalable solution. There’s also the inherent flexibility. Databricks lives on top of existing cloud infrastructure, whether it’s <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/aws">AWS</a>, <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/microsoft-azure">Azure</a>, <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/google-cloud-platform">GCP</a>, or even a multi- or hybrid cloud combination. The Databricks Data Intelligence Platform integrates with cloud storage and security in a user’s cloud account, and automates the management and deployment of cloud infrastructure. The Apache Spark heritage is also a key asset, providing both speed and efficiency for large-scale data processing. Databricks is a clear innovator in the expanding AI landscape, and its Data Intelligence Platform is unlocking possibilities for leading global brands. Now, with the advent of its new marketing integrations, it’s making the promise of AI more attainable. <h3 id="unlocking-the-ai-potential">Unlocking the AI potential</h3>Marketers are hungry for AI. But they’re also cautiously optimistic – and sometimes, downright resistant. According to a <a target="_blank" rel="noopener noreferrer" href="https://www.brafton.com/ebooks/state-of-ai-adoption-in-marketing-teams/?utm_campaign=Saturday&amp;utm_medium=email&amp;_hsenc=p2ANqtz--48LEY4V7WS3TcqHusrz9uJnUfJvH4bm3wYAx3hp-ielN7erV5V2wcizL8Uj3799cBZDwg_w2BJDU4owusHJWCG2UU6JFEKW2HxlMkN9NjMoXNhnw&amp;_hsmi=361878176&amp;utm_content=361870430&amp;utm_source=hs_email">recent survey conducted by Brafton</a>, AI tools are creating a lot of difficulty, even if the potential for value is clearly understood. This is especially true for marketers, who have mixed feelings about the role of AI in their content and marketing operations. On the upside, there’s been an abundance of adoption for streamlining manual tasks. But the struggle is real: Over half of Brafton’s respondents admit to challenges with content personalization, and a quarter find it difficult to generate specific content formats. Some of the friction with onboarding and managing AI tools is also a contributing factor. It can take time to assess AI platforms from a usability and performance perspective, and fully leveraging the capabilities can take time. There’s also the need to create the right internal policies and governance for marketing teams – and how they should use AI-powered resources or generated content. This also includes navigating the complexities of external regulatory requirements for data privacy. Finally, there’s the soft challenge: marketers are underwater. <a target="_blank" rel="noopener noreferrer" href="https://www.marketingweek.com/career-overwhelmed-emotional-exhaustion/">According to a recent survey</a>, over half of them feel overwhelmed, undervalued, and emotionally exhausted. While AI has the propensity to complicate the matter, it could also be part of the solution.This is where simplification is essential, and Databricks stands to make its greatest impact. By connecting marketing data substantively, marketers can streamline processes and insights in new ways, giving them greater confidence in their strategies. Adding conversational analytics further eases the complexity of engaging with data and cutting through the noise. <h3 id="leveraging-key-partnerships-to-scale-ai">Leveraging key partnerships to scale AI</h3>Along with unifying marketing data, Databricks is democratizing broad insights for everyone. Now, marketers can easily access a complete view of customers and campaigns to improve segmentation, personalization, and conversion. With on-board AI that reasons on your customer and campaign data and understands the semantics of your business, enterprises can empower every marketer – not just technical teams – with tools to explore and act on data in real time. And by integrating with meaningful tools, Databricks can help streamline and accelerate the overall AI horizon.Built with open standards and out-of-the-box integrations, Databricks allows marketing teams of all sizes to maximize the value of their existing martech tools and services. The company has partnered with industry-leading technology platforms across multiple categories like analytics, customer data platforms, data management, customer engagement, data privacy, and more:<ul><li><a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/adobe-experience-manager">Adobe</a></li><li><a target="_blank" rel="noopener noreferrer" href="https://amperity.com/">Amperity</a></li><li><a target="_blank" rel="noopener noreferrer" href="https://www.braze.com/">Braze</a></li><li><a target="_blank" rel="noopener noreferrer" href="https://www.getcensus.com/">Census</a></li><li><a target="_blank" rel="noopener noreferrer" href="https://deepsync.com/">DeepSync</a></li><li><a target="_blank" rel="noopener noreferrer" href="https://www.epsilon.com/us">Epsilon</a></li><li><a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/hightouch">Hightouch</a></li><li><a target="_blank" rel="noopener noreferrer" href="https://www.onetrust.com/">OneTrust</a></li><li><a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/salesforce">Salesforce</a></li><li><a target="_blank" rel="noopener noreferrer" href="https://snowplow.io/">Snowplow</a></li><li><a target="_blank" rel="noopener noreferrer" href="https://tealium.com/">Tealium</a></li><li><a target="_blank" rel="noopener noreferrer" href="https://www.uniphore.com/">Uniphore</a></li></ul>Databricks has also aligned with key integrators to provide custom solutions and consulting expertise in critical areas like data decisioning, data science, customer analytics, and AI solutions for specific industry verticals:<ul><li><a target="_blank" rel="noopener noreferrer" href="https://celebaltech.com/">Celebal Technologies</a></li><li><a target="_blank" rel="noopener noreferrer" href="https://www2.deloitte.com/us/en.html">Deloitte</a></li><li><a target="_blank" rel="noopener noreferrer" href="https://www.latentview.com/">LatentView</a></li><li><a target="_blank" rel="noopener noreferrer" href="https://lovelytics.com/">Lovelytics</a></li><li><a target="_blank" rel="noopener noreferrer" href="https://www.slalom.com/us/en">Slalom</a></li><li><a target="_blank" rel="noopener noreferrer" href="https://www.tredence.com/">Tredence</a></li></ul>Given the challenges and resistance marketers face in the shift to AI, this partnership model provides a unique asset for marketing organizations. It helps ensure seamless workflows and innovation at scale while helping businesses unlock the full potential of their marketing data.<h3 id="realizing-value-with-data-intelligence-for-marketing">Realizing value with Data Intelligence for Marketing</h3>For marketing professionals, it’s all about efficiency. AI can’t be part of the problem, and Databricks is working to address that. With Data Intelligence for Marketers, teams can adopt AI quickly with fewer barriers––allowing them to run more effective campaigns using real-time, accurate data to power recommendations, triggers, and automation they can trust.Marketing teams at leading global brands are already seeing the impact of Data Intelligence for Marketing while maintaining compliance with global privacy standards like GDPR and CCPA. Based on figures from highly visible customers, the investment appears to be paying off. For example, <a target="_blank" rel="noopener noreferrer" href="https://www.databricks.com/customers/skechers">Skechers</a> – the global footwear brand – uses <a target="_blank" rel="noopener noreferrer" href="https://www.uniphore.com/products/actioniq/">ActionIQ</a>, a composable CDP, with Databricks. The combo helps personalize customer journeys that boost lifetime value, resulting in a 324% increase in CTRs, a 68% decrease in CPC, and a 28% increase in return on ad spend.<a target="_blank" rel="noopener noreferrer" href="https://hightouch.com/customers/petsmart">PetSmart</a>, a leading pet retailer, also tapped Hightouch on Databricks. By juicing the CDP capabilities with AI, the company’s marketing team orchestrates personalized journeys at unmatched scale while powering its broader marketing and loyalty initiatives. “We’re syncing millions of records directly to SFMC every single day to orchestrate personalized journeys for the 65+ million members in our loyalty program,” said <a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/in/tinotomasone/">Tino Tomasone,</a> Senior Manager, Database &amp; Audience Management at PetSmart. “We’re powering thousands of audiences and over four billion emails every year, and that’s not even factoring in what we do across other channels.”<h3 id="why-it-matters">Why it matters</h3>We all live in a data-driven world, and it's getting spicy. Digital leaders are feeling the heat, but data intelligence platforms are providing a life ring of enhanced data management and insights. By employing AI models to deeply understand the semantics of enterprise data, brands and organizations are deriving faster insights, optimizing their decision-making, and scaling data analytics workflows with ease.Marketers stand to benefit significantly from AI-powered systems that unify data. That said, AI fatigue is a real phenomenon. And while marketers are wrestling with the need for more AI, they’re also struggling with onboarding greater complexity. What we need is less confusion, so marketers can do their jobs more efficiently. That’s where Databricks is potentially easing the burden. As an AI pioneer, the company has long focused on the essential layers of data that power effective AI. With its Data Intelligence for Marketing, it now brings the best capabilities of data lakehouse architecture to unify data, analytics, and AI while simplifying the value for marketers. Databricks is also greasing the wheels with purpose-built integrations that align with data-centric platforms and applications. They're also balancing the complexity equation by partnering with SIs and consultancies that can provide a foundation through the journey, which includes the perilous challenges surrounding data privacy and governance. This all translates into greater confidence and fewer limiting concerns when it comes to scaling marketing programs with AI.I have questions about the fabric of the partnership model and the roadmap for future additions, but harnessing AI successfully requires expertise – and this feels like the right approach for delivering product and support.From a content and digital experience perspective, we’re already seeing the potential for evolution. CDPs have been crucial components in the DXP composition, and Databricks is helping to augment their value through tangible use cases. This could have big implications for the CMS and DXP landscape as platforms continue to innovate with AI along a composable edge. One of the things I really like about Databricks is the spectrum of usability. At its core, it's designed to simplify the modern data stack by eliminating data silos and facilitating data access and insights. But it does this for everyone, whether you’re a non-technical marketer or a data scientist immersed in deep learning. This announcement is relatively fresh, so we can anticipate more details to emerge. In the meantime, do the intelligent thing with this data – and check it out.   <hr /><h4 style="text-align:center" id="looking-for-guidance-on-databricks?-talk-to-an-expert.">Looking for guidance on Databricks? <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/contact">Talk to an expert.</a></h4><hr /> <h3 id="upcoming-events">Upcoming Events</h3> <img style="width:33.07%" src="https://cmscritic.com/ms-content/uploads/2025/05/contentcon25-logo-1747412490394.png" /><h4 id="contentstack-contentcon-25"><a target="_blank" rel="noopener noreferrer" href="https://www.contentstack.com/contentcon">Contentstack ContentCon 25</a></h4>June 3-5, 2025 – Chicago, USAThe future of digital is waiting for you! Contentstack presents ContentCon, the premier event for digital teams and industry leaders who are reimagining the future of digital experiences. Join us for two days of transformative presentations and workshops designed to help you put personalization and AI strategies into action. <a target="_blank" rel="noopener noreferrer" href="https://contentcon2025.site.zuddl.com/">Register today! </a> <img style="width:31.83%" src="https://cmscritic.com/ms-content/uploads/2025/01/cms-connect-2025-logo.png" alt="" /><h4 id="cms-connect-25"><a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmsconnect25">CMS Connect 25</a></h4>August 5-6, 2025 – Montreal, CanadaWe are delighted to present the second annual summer edition of our signature global conference dedicated to the content management community! CMS Connect will be held again in beautiful Montreal, Canada, and feature a unique blend of masterclasses, insightful talks, interactive discussions, impactful learning sessions, and authentic networking opportunities. Join vendors, agencies, and customers from across our industry as we engage and collaborate around the future of content management – and hear from the top thought leaders at the only vendor-neutral, in-person conference exclusively focused on CMS. Space is limited for this event, <a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmsconnect25">so book your seats today.</a>

From Data Chaos to Campaign Clarity: Databricks Delivers AI for Marketers

There's no doubt that data is gold to every enterprise. But analyzing mountains of it to divine actionable insight is becoming more challenging by the day. This is where innovators like <a target="_blank" href="https://www.cmscritic.com/amplitude-announces-new-testing-and-analytics-tools-for-making-smarter-product-decisions-at-scale/">Amplitude</a> – a leading digital analytics platform – are proving essential to unlocking data-driven decisions.Now, Amplitude has announced another breakthrough with the launch of Snowflake-native Amplitude, a Snowflake Native App that utilizes Snowpark Container Services – currently available in a private preview. Snowflake-native Amplitude allows joint customers to access self-serve behavioral insights directly within their Snowflake instance.The news was announced at Snowflake Summit 2023, the cloud data warehouse provider's annual user conference. Amplitude is one of a select group of partners developing Snowflake Native Apps that utilize Snowpark Container Services, and the new capability builds upon Amplitude and Snowflake’s partnership and data-sharing integration. This application marks Amplitude’s first warehouse-native offering. Warehouse-native Amplitude will help more organizations uncover the behavioral insights they need to make better product decisions without leaving their data platform of choice.Amplitude also announced several new capabilities, including AI-assisted data governance and automated instrumentation and reporting, to help teams access clearer insights faster. <h2>Unlocking the power of the enterprise data cloud</h2>Based on IDC data, only 32% of the data within an enterprise is being used. Additionally, with the deprecation of third-party cookies, marketers are looking to their data teams to drive more value from their first-party data stored in their data warehouse. Snowflake-native Amplitude unlocks the ROI of data in the data cloud. Joint customers can now mine additional value from their data by empowering their entire organization with access to self-serve insights from Amplitude — all without leaving their Snowflake instance. Snowflake-native Amplitude also simplifies data governance by using existing Snowflake security and access controls and eliminating the need to store or duplicate data in multiple places.“Today, siloed data makes it difficult for teams to get the insights they need to drive their business forward,” said Justin Bauer, Chief Product Officer at Amplitude. “We want to make it easier for teams to seamlessly and securely integrate customer and product insights with their Snowflake data. Now every Snowflake customer can unlock the benefits of self-service analytics to better understand each step in the customer journey so they can drive active user growth, increase retention, and improve monetization.”<h2>New features including AI and partner integrations</h2>Snowflake announced the launch of Snowpark Container Services to expand the scope of Snowpark. This was designed to help organizations run third-party software and full-stack applications – all within their account. By accessing and running commercial software and apps directly in Snowflake, customers can seamlessly enhance the value of their data using cutting-edge tools without moving or compromising security.“We continue to invest in our expansive partner ecosystem, accelerating how users build in the Data Cloud by reimagining what they can run within Snowflake, without tradeoffs,” said <a target="_blank" href="https://www.linkedin.com/in/chrischild/">Chris Child</a>, Senior Director of Product Management, Snowflake. “With the launch of Snowpark Container Services, we’re making this a reality. Amplitude’s proven track record of helping teams measure and understand customer behavior to improve customer experiences combined with the ease of use, scalability, and unified governance of the Snowflake Data Cloud will help us deliver more value for our joint customers.”This news comes alongside Amplitude’s announcement of several new capabilities to help technical and non-technical teams gain self-serve access to trusted data and clearer insights. With user experience improvements and automated insights, it’s never been easier to get started with Amplitude. New capabilities and integrations include:<ul><li>Automated instrumentation &amp; reporting: Instantly track user activity and baseline metrics like daily active users, average session length, and geolocation with Amplitude’s enhanced SDK so teams can start reporting on day one.</li><li>Industry-specific reporting templates: Customers can quickly discover product insights tailored to their business with new reporting templates that include industry-specific key metrics.</li><li>AI-assisted data governance: Maintain and continually improve data quality with automation and intelligent suggestions.</li><li>Expanded partner integrations: Quickly and easily send data to other parts of your stack with new and expanded integrations with Braze, Hubspot, Intercom, Marketo, and more.</li></ul>“As the amount of customer data within data platforms continues to grow, self-serve access to insights is a must-have,” said <a target="_blank" href="https://www.linkedin.com/in/davidmwallace/">David Wallace</a>, research director of customer data and analytics at IDC. “Snowflake-native Amplitude will allow teams to quickly and easily access more of their customer data while maintaining the security and governance benefits within their Snowflake instance.”As previously noted, Snowflake-native Amplitude is available in preview, and users can sign up for an Early Access Program.<h2>Q&amp;A with Justin Bauer</h2>Following the announcement, we had a chance to connect further with Justin Bauer, Chief Product Officer at Amplitude, to ask a few questions about the new service.  <hr />CMS Critic: How big of a deal are the AI capabilities mentioned in the announcement? AI-related features are leading most of the news cycle, and we're curious about how strategic the innovation is, and how it might provide a competitive edge for Amplitude.Justin Bauer: Amplitude has been early to the AI/ML Game. We have one of the most unique and comprehensive datasets on product and customer behavior, which allows us to develop powerful models that will impact how companies develop digital products. We already incorporate a number of ML capabilities to help our customers identify issues early, predict behaviors and personalize campaigns.With new advancements in Generative AI, we're looking to help our customers maintain &amp; improve their data quality more easily, generate analysis faster, and even summarize recommendations from their insights. Our new data governance capabilities are just an early example of that. We are also piloting a new feature in beta that uses conversational AI to dramatically shorten the time it takes for Amplitude users to answer questions. They can simply type “How many active users per day?” or “How many users are new versus returning?” into the analysis search bar and generate suggested analyses that help users analyze, explore, and learn.This is still early days, but we think AI has the potential to accelerate growth in the digital analytics category.<hr />CMS Critic: When will the new service be GA?Justin Bauer: Snowflake-native Amplitude will be GA in Q1 2024, but all of Amplitude's other new features are being rolled out this week. <hr />CMS Critic: Is there a cost advantage or economic optimization that might be a selling point?Justin Bauer: Snowflake-native Amplitude has some big cost benefits for organizations because there’s no need for you to export data to Amplitude or build new data pipelines. We run SQL queries directly on the data in an organization's warehouse and provide insights right from their source of truth. Maintaining and managing all of this data directly in Snowflake drives down costs for our joint customers. This process also eliminates the need to move data between systems, so teams can minimize data drift, which is what we call the divergence of two data sets over time. If data drift isn't prevented, it can create big data quality problems down the line. Another benefit is that we're making it easier for teams to manage data access controls, security, privacy, and governance directly in their warehouse. This means they can lift and shift over to Snowflake more easily, while keeping existing security and privacy controls intact.<hr />CMS Critic: Are the integrations one-click or require additional setup?Justin Bauer: We can't claim one-click, but how about 3-5? We do everything we can to make these integrations easy to get set up. And they're all configuration based, meaning you click instead of code to get them up and running.<hr /><h2>About Amplitude</h2>Amplitude is a leading digital analytics platform that helps companies unlock the power of their products. Almost 2,200 customers, including Atlassian, Jersey Mike’s, NBCUniversal, Shopify, and Under Armour, rely on Amplitude to gain self-service visibility into the entire customer journey. Amplitude guides companies every step of the way as they capture data they can trust, uncover clear insights about customer behavior, and take faster action. When teams understand how people are using their products, they can deliver better product experiences that drive growth. Amplitude is the best-in-class analytics solution for product, data, and marketing teams, ranked #1 in multiple categories in G2’s 2023 Summer Report.

Amplitude Announces Snowflake-native Amplitude App: Q&A with Justin Bauer, Chief Product Officer

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From Data Chaos to Campaign Clarity: Databricks Delivers AI for Marketers

Amplitude Announces Snowflake-native Amplitude App: Q&A with Justin Bauer, Chief Product Officer

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