This playbook explains why organizations are moving away from monolithic data stacks toward composable, modular architectures. It outlines how composability enables flexibility, scalability, and faster innovation by allowing teams to mix best-in-class tools instead of relying on single-vendor platforms. The guide contrasts monolithic and composable approaches, detailing benefits such as reduced vendor lock-in, improved governance, and faster experimentation. It also provides a practical reference architecture for a modern customer data stack, showing how analytics, experimentation, identity resolution, and activation work together to support agility in an AI-driven, privacy-conscious environment.

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