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David_M's avatar
David_M
Supporter
22 days ago

Customer Data Platforms

I'm currently exploring the mind-boggling space of CDP's, naturally i'm leaning towards those that are Braze Alloy Partners.

I'm putting this out to the community for both some vendor recommendations and some advice/pitfalls when integrating. 

Having worked directly in previous roles with three different CDPs and in the consideration stage for another (Cue the Floods of sales emails :D) i'm careful to not jump in to a contract that i'll regret. 

Here is a little bit of background information on how it will be used. 

Snowflake is the warehouse 
Multiple Brands (4 with potentially more) 
Currently only planning to plug Braze in but likely other SaaS will come later (Appsflyer/Analytics tool)
Ideally more Marketer friendly (self sufficient) than ongoing need for a data engineer  

So, with this in mind...

1. Who would you choose, why, what was great, what was not so good, did you feel like you got value for money, was there any nasty surprises down the road. 

2. I have had some previous experience with SDK toolkits for certain companies not being updated with Braze recent releases, and meant some new features were not in scope. It's been a long time since I ran two instances of the SDK for various types of features (both direct for say IAMs, Content  Cards and CDP toolkit for remainder) - would you advocate for this or am I making my life  more difficult than it needs to be? 

The more the merrier, I'm sure i'm not the only one that will have these reservations before making a fairly costly purchase. 

Thanks, 
David. 

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1 Reply

  • TedScott's avatar
    TedScott
    Visionary
    22 days ago

    It sounds like you already have Braze and Snowflake?  If so, what are you expecting the CDP to do for you that you cannot already do with Braze / Snowflake? There's lot of overlap and perhaps only a few use cases where a CDP is a must.

    I can speak to mParticle (now owned by ROKT) / Braze  / Snowflake as that was the Martech stack I managed for 4+ years from deployment to the end of my tenure.  In the case of mPartice / Braze, you don't directly load the Braze SDK, instead you load the MP SDK, and then MP calls the Braze SDK for you (it does mean the version of the Braze SDK being loaded can end up behind current). In MP you can create separate workspaces for each of the brands. I would recommend one dev and one prod for each brand (instead of one using a dev/prod flag) with matching app groups in Braze.

    Feel free to reach out directly if you would like to discuss.

    Good luck on the adventure!


    -Ted
    https://www.linkedin.com/in/tedscott/