The system choice: Suite or Composable?

In the past, implementing a large-scale Customer Data Platform (CDP) software solution (such as Tealium or Segment) was seen as the only option. Today, companies have a choice. We offer impartial advice on which architectural approach is right for you:

1. Traditional CDP (Packaged CDP): An all-in-one software solution that collects, unifies and distributes data. This is a sensible option if there is no robust data warehouse in place yet or if real-time streaming is a priority.

2. Composable CDP (Reverse ETL): A modern, modular approach. Here, your existing data warehouse (e.g. BigQuery, Snowflake) serves as the foundation. A lean activation tool synchronises the data directly into the end systems. This approach is often more cost-effective and prevents redundant data storage.

An overview of our services

We automate the data flow:

  • Reverse ETL setup: Synchronisation of warehouse data with tools such as HubSpot, Salesforce or Google Ads.

  • CDP implementation: Evaluation and setup of enterprise CDPs (e.g. Tealium, Segment) or modular ‘composable’ architectures.

  • Audience Sync: Technical creation of target groups for targeting and Customer Match.

  • Lead Scoring Sync: Transfer of calculated customer values (e.g. churn risk, potential) directly into the CRM for sales.

  • Profile consolidation: Merging of attributes into a unified profile (identity resolution).

  • Ad Platform Sync: Automated synchronisation via CAPI without manual upload

When is data activation worthwhile?

The need arises when data is available but cannot be used for operational purposes:

  • Manual processes: Repeated exports and uploads of lists take up valuable working time.

  • Out-of-date data: Marketing tools are not synchronised with the backend (e.g. newsletters sent to customers who have unsubscribed).

  • Inefficiency: Advertising is shown to customers who have already purchased the product (lack of exclusion targeting).

  • Compliance risks: Sensitive customer files are stored unprotected on local drives

Our approach: connectivity and security

We combine technology with business objectives.

Data & Compliance Care is
crucial when transferring customer data – particularly in the context of Swiss data protection (nDSG) and international platforms. We implement technical filters (consent-based data only) and use standards such as hashing to securely prepare identifiers for transmission.

Technology
We seamlessly integrate modern activation tools into your stack. In doing so, we avoid creating new data silos: your central database remains the ‘single source of truth’, with the activation tools simply handling distribution.

Marketing Enablement
The aim is for the marketing team to be able to use segments independently, without IT tickets. We train the team in using the tools so that campaigns can be launched more quickly.

Frequently Asked Questions (FAQ)

Do I absolutely need CDP software? Not necessarily. If you already have a well-maintained data warehouse, the ‘reverse ETL’ approach is often quicker to implement and more cost-effective than a large CDP suite. We’ll review your architecture.

Does this work in real time? That depends on the setup. Many reverse ETL processes run at intervals (e.g. hourly), which is usually perfectly adequate for email marketing and ads. For true real-time use cases (e.g. website personalisation during a visit), we rely on specialised solutions.

What about data protection on US platforms? We provide support with technical safeguards (consent filters, data minimisation, hashing). The legal assessment is carried out by your data protection officer.