mParticle’s customer data platform (CDP) now syncs directly with Snowflake

by | Nov 1, 2022 | Technology

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New York-based mParticle, which offers an artificial intelligence (AI)-driven real-time customer data platform (CDP), today announced the expansion of its core product with a new Warehouse Sync capability.

The feature, as the company explained, allows enterprises to directly ingest customer data from their data warehouse instance, enabling data teams to save costs and time associated with gathering and utilizing the information for personalization and use cases. Right now, the capability is only available for the Snowflake data cloud. Other data platforms, including Google BigQuery, Amazon RedShift and Microsoft Azure, will be supported at a later stage, it said.

How will this change benefit enterprises?

Since its launch in 2013, mParticle’s CDP has been providing enterprises with a single view of the customer with relevant insights and predictions to customize their marketing, product or customer experience strategies. The solution collects data from different channels in real time, puts it into a useful form, and then connects it to relevant marketing or sales solutions to bring that information into use. 

Until now, the ingestion phase of the solution depended on a third-party integration. Essentially, in order to sync events and user attributes or migrate historical customer data from a warehouse and query it, users had to use the Hightouch platform. 

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Now, the company is changing that, enabling traditional reverse-ETL flows from data warehouses while providing a complete data infrastructure to support enterprises as the business grows. It directly unlocks valuable customer data in data warehouses, making it immediately available across more than 300 real-time marketing and customer engagement APIs. 

“The cloud data warehouse is an important sou …

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