Modern Customer Data Platforms unify first- and third-party data to create a complete customer view, powering personalization and marketing ROI. Traditional CDPs often create new data silos, while Snowflake-based modern CDPs let teams use live, governed data without copying it. Organizations can choose packaged CDPs for simplicity or composable CDPs for flexibility and best-in-breed tools. Benefits include reduced engineering costs, faster insights, and AI-powered segmentation. A CDP built on Snowflake helps marketers activate campaigns across channels in real time, maximizing relevance, efficiency, and customer trust while avoiding vendor lock-in.

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