Warehouse-First Marketing: Why Brands in 2025 Are Choosing a CDEP
Reading Time: 7 minutes
The way brands look at data has changed over the past few years. While in the last decade, brands may have focused on data collection, over the passage of time, marketers are dawning upon the realization that unless data is actionable, it’s not really usable.
Marketers have struggled for years to draw actionable insight from fragmented customer data that exists in silos across countless tools.
Rather than adding yet another tool to their tech stack to mitigate this silo problem, marketers are re-evaluating their entire tech stack. As a result, forward-thinking brands realize that to unlock truly personalized, real-time customer experiences requires tapping into the single source of truth: their data warehouse.
Let’s explore why this shift is happening and how a CDEP like MoEngage is the perfect partner in this new paradigm.
From Passive to Active: The Evolution of The Modern Data Warehouses
Data warehouses aren’t new.
Traditionally, many businesses relied on on-premise warehouses, which were powerful but often rigid, expensive to scale, and sometimes siloed.
The game-changer has been the advent of cloud data warehouses.
Cloud data warehouses offer consumer brands the following advantages:
Scalability: Easily handle vast and growing datasets without massive upfront infrastructure investment.
Flexibility: Integrate structured and semi-structured data from teams like sales, customer support, finance, marketing, etc.
Performance: Process complex queries rapidly, enabling faster insights.
Accessibility: Democratize data access for various teams.
Gone are the days when data warehouses were merely passive repositories of data. Today, they often contain the most complete, up-to-date, and trustworthy business view.
Benefits of the Warehouse-First Approach for Campaigns
Real-time data: Data warehouses often provide real-time data, enabling marketers to understand the pulse of the customer and make decisions based on timely and accurate information rather than the slightly-dated information that ends up in a CDP.
Real-time analytics: A warehouse-first approach helps marketers to understand the current state of the business, detect problems proactively, and make faster decisions.
Real-time segmentation: Traditional segmentation relies on slightly stale data. By automatically moving customers into or out of segments based on their latest actions/changes in attributes, marketers can personalize the customer experience in real time, thereby becoming more relevant and timely.
Data consistency and quality: Loading data into a warehouse involves data cleansing, validation, standardization, and transformation, which improves the quality of data in the warehouse.
Speed, scalability, and cost-effectiveness: Data warehouses offer scalable storage and processing power, allowing businesses to adapt to their evolving needs rapidly. Compared to storing and processing data within multiple tools, data warehouses are a more cost-effective way for businesses to manage massive amounts of diverse data.
Faster time-to-value: Once set up, activating new data points or segments can be quicker if the data already resides in the warehouse. This also means that campaigns can be launched faster vs. when data needs to be copied into a CDP before being sent to an email platform or an SMS automation tool.
Improved data governance: By consolidating all data into a central repository, data warehouses ensure that data governance policies, standards, and procedures are standardized across the board.
Benefits of a Warehouse-First Approach For B2C Consumer Brands
CDEP and the Warehouse-First Approach
Forward-thinking consumer brands have realized that customer data management and customer engagement cannot exist in silos.
This is how a data-driven marketer is thinking in 2025:
I have all the information about my customer consolidated in a data warehouse. The data combines customers’ past purchase history, product interactions, customer support history, marketing-related data, and many other pivotal data points.
I want to use this data warehouse information directly to drive contextual, relevant, and personalized experiences through my campaigns in real-time.
I don’t want to spend time copying the data into another tool and then into a marketing automation or a customer engagement platform.
Any data latency will prevent me from providing real-time personalized experiences, and will negatively impact my engagement, retention, and monetization campaigns.
For consumer brands that need to respond to the pulse of the customer in real-time, the martech stack needs to be warehouse-native.
This is where a CDEPfits in like a glove.
What is a CDEP?
A customer data and engagement platformis an integrated, all-in-one platform that combines robust data management capabilities with best-in-class engagement, AI, and analytical capabilities.
A CDEP can:
Unify data to build a single customer profile with real-time data ingestion
Segment your customers based on behavior, demographics, or propensity
Hyper-personalize communications in real-time, at scale
Automate campaigns via advanced AI functionalities
Analyze campaign performance and customer behavior to unlock deep customer insights
What Makes MoEngage the Perfect Warehouse-Native CDEP?
A CDEP helps consumer brands leverage warehouse as the central system without creating new data silos.
A warehouse-native CDEP like MoEngage minimizes data duplication and data movement, leverages the warehouse’s processing power, enhances security, and can lower costs in the long run.
To evaluate why a CDEPlike MoEngage shines in a warehouse-first marketing approach, we need to understand these three pillars:
1) Capabilities of a CDEP
Data Ingestion, Unification, and Management Capabilities
Instead of extensive data storage, a warehouse-native CDEP connects directly to your data warehouse. It allows marketers to build segments using rich data in situ within the warehouse environment, leveraging the warehouse’s processing power and data freshness.
Side note: A CDEP can also double down as a data management platform if you do not have a data warehouse or do not wish to connect it with your warehouse.
Data Ingestion: A CDEP comes equipped with flexible and robust data management capabilities that can capture a complete view of customer interactions. Sources of data ingestion include event streaming, batch data uploads, platform integrations, and data warehouse integrations.
Data Storage: A CDEP would leverage your existing data warehouse as the primary, persistent storage location for comprehensive customer data.
Data Unification: CDEPs can unify data from various sources into a 360-degree customer view for each individual, resolving identity across devices and channels. CDEPs do this by ingesting and recognizing identifiersand applying deterministic matching rules to stitch identifiers and associated data together.
Data Governance, Privacy & Security: CDEPs have best-in-class data governance, privacy and security features like Data Access Management, Data Encryption, PII Masking and Tokenization, and Data Retention Policies. These measures ensure that data remains protected at all costs.
Integrated Engagement Capabilities
A CDEP seamlessly combines data processing with built-in omnichannel campaign orchestration and delivery across multiple channels. These best-in-class engagement capabilities are further augmented with AI capabilities that can help consumer brands improve the customer experience.
Omnichannel Messaging Capabilities
With over 11 channels, including email, SMS, push notification, WhatsApp, etc., a CDEP like MoEngage can help your brand build and optimize personalized customer journeys across channels and devices.
AI Capabilities
Generative and predictive AI capabilities offered by a CDEP can easily learn from the warehouse data and use AI agents to suggest the ideal customer journeys, decisions that help brands optimize campaigns, and generate segments.
Segmentational Capabilities
A CDEP can generate actionable segments in real time based on demographics and attributes, behavioral and transactional data, and propensity.
A CDEP uses fresh and comprehensive data in the warehouse, allowing marketers to build customer segments based on demographics, attributes, behavior, transactions, or propensity scores.
Analytical Capabilities
After unifying data from different sources, a CDEP can help marketers make sense of the data through the power of its analytical capabilities. Be it identifying trends and patterns in customer behavior, segmenting the audience, predicting the likelihood of certain actions in the future, or informing future strategy, CDEP’s robust analytical capabilities can help marketers with actionable insights in real time.
Reporting and Dashboards: Built-in data visualization capabilities can help marketing, growth, and product teams across consumer brands track key business metrics like campaign engagement rates, conversion rates, churn rates, DAUs, and MAUs.
Behavioral Analytics: Features like funnel, RFM, and cohort analysis can help consumer brands analyze behavioral trends of customers.
2) Scalability, Reliability, and Elasticity
Reliability offered by a CDEP means that the platform is consistently available without any downtimes or disruptions. A reliable CDEP ensures high availability, fast response times, and stable performance for brands like yours.
A reliable CDEP is built on elastic infrastructure, which means that the platform’s capabilities will be available to you even during periods of extensive and high usage by other customers.
3) Customer Support
If you’re planning to migrate to a warehouse-native CDEP, you might have some concerns about the amount of effort, developer bandwidth, friction, and migration costs that you could incur while making the switch.
MoUpgrade program by MoEngage accelerates migration timelines and delivers faster time-to-valuein weeks instead of months or years.
The program allows for a smooth migration to a warehouse-native CDEP without any disruptions to ongoing campaigns, data collection cadences, or your brand’s existing data pipelines.
Conclusion:
This shift towards warehouse-first marketing marks a pivotal change, moving beyond fragmented data collection to leveraging the data warehouse as the single source of truth. A warehouse-native CDEP like MoEngage emerges as the ideal solution.
By integrating data management, engagement, and analytics directly with the warehouse, CDEPs empower brands to deliver truly contextual, real-time experiences, driving better results and faster time-to-value in 2025 and beyond.
Talk to our team to understand how a CDEP can help your brand better harness the power of your data warehouse.
The post Warehouse-First Marketing: Why Brands in 2025 Are Choosing a CDEP appeared first on MoEngage.
#warehousefirst #marketing #why #brands #are
Warehouse-First Marketing: Why Brands in 2025 Are Choosing a CDEP
Reading Time: 7 minutes
The way brands look at data has changed over the past few years. While in the last decade, brands may have focused on data collection, over the passage of time, marketers are dawning upon the realization that unless data is actionable, it’s not really usable.
Marketers have struggled for years to draw actionable insight from fragmented customer data that exists in silos across countless tools.
Rather than adding yet another tool to their tech stack to mitigate this silo problem, marketers are re-evaluating their entire tech stack. As a result, forward-thinking brands realize that to unlock truly personalized, real-time customer experiences requires tapping into the single source of truth: their data warehouse.
Let’s explore why this shift is happening and how a CDEP like MoEngage is the perfect partner in this new paradigm.
From Passive to Active: The Evolution of The Modern Data Warehouses
Data warehouses aren’t new.
Traditionally, many businesses relied on on-premise warehouses, which were powerful but often rigid, expensive to scale, and sometimes siloed.
The game-changer has been the advent of cloud data warehouses.
Cloud data warehouses offer consumer brands the following advantages:
Scalability: Easily handle vast and growing datasets without massive upfront infrastructure investment.
Flexibility: Integrate structured and semi-structured data from teams like sales, customer support, finance, marketing, etc.
Performance: Process complex queries rapidly, enabling faster insights.
Accessibility: Democratize data access for various teams.
Gone are the days when data warehouses were merely passive repositories of data. Today, they often contain the most complete, up-to-date, and trustworthy business view.
Benefits of the Warehouse-First Approach for Campaigns
Real-time data: Data warehouses often provide real-time data, enabling marketers to understand the pulse of the customer and make decisions based on timely and accurate information rather than the slightly-dated information that ends up in a CDP.
Real-time analytics: A warehouse-first approach helps marketers to understand the current state of the business, detect problems proactively, and make faster decisions.
Real-time segmentation: Traditional segmentation relies on slightly stale data. By automatically moving customers into or out of segments based on their latest actions/changes in attributes, marketers can personalize the customer experience in real time, thereby becoming more relevant and timely.
Data consistency and quality: Loading data into a warehouse involves data cleansing, validation, standardization, and transformation, which improves the quality of data in the warehouse.
Speed, scalability, and cost-effectiveness: Data warehouses offer scalable storage and processing power, allowing businesses to adapt to their evolving needs rapidly. Compared to storing and processing data within multiple tools, data warehouses are a more cost-effective way for businesses to manage massive amounts of diverse data.
Faster time-to-value: Once set up, activating new data points or segments can be quicker if the data already resides in the warehouse. This also means that campaigns can be launched faster vs. when data needs to be copied into a CDP before being sent to an email platform or an SMS automation tool.
Improved data governance: By consolidating all data into a central repository, data warehouses ensure that data governance policies, standards, and procedures are standardized across the board.
Benefits of a Warehouse-First Approach For B2C Consumer Brands
CDEP and the Warehouse-First Approach
Forward-thinking consumer brands have realized that customer data management and customer engagement cannot exist in silos.
This is how a data-driven marketer is thinking in 2025:
I have all the information about my customer consolidated in a data warehouse. The data combines customers’ past purchase history, product interactions, customer support history, marketing-related data, and many other pivotal data points.
I want to use this data warehouse information directly to drive contextual, relevant, and personalized experiences through my campaigns in real-time.
I don’t want to spend time copying the data into another tool and then into a marketing automation or a customer engagement platform.
Any data latency will prevent me from providing real-time personalized experiences, and will negatively impact my engagement, retention, and monetization campaigns.
For consumer brands that need to respond to the pulse of the customer in real-time, the martech stack needs to be warehouse-native.
This is where a CDEPfits in like a glove.
What is a CDEP?
A customer data and engagement platformis an integrated, all-in-one platform that combines robust data management capabilities with best-in-class engagement, AI, and analytical capabilities.
A CDEP can:
Unify data to build a single customer profile with real-time data ingestion
Segment your customers based on behavior, demographics, or propensity
Hyper-personalize communications in real-time, at scale
Automate campaigns via advanced AI functionalities
Analyze campaign performance and customer behavior to unlock deep customer insights
What Makes MoEngage the Perfect Warehouse-Native CDEP?
A CDEP helps consumer brands leverage warehouse as the central system without creating new data silos.
A warehouse-native CDEP like MoEngage minimizes data duplication and data movement, leverages the warehouse’s processing power, enhances security, and can lower costs in the long run.
To evaluate why a CDEPlike MoEngage shines in a warehouse-first marketing approach, we need to understand these three pillars:
1) Capabilities of a CDEP
Data Ingestion, Unification, and Management Capabilities
Instead of extensive data storage, a warehouse-native CDEP connects directly to your data warehouse. It allows marketers to build segments using rich data in situ within the warehouse environment, leveraging the warehouse’s processing power and data freshness.
Side note: A CDEP can also double down as a data management platform if you do not have a data warehouse or do not wish to connect it with your warehouse.
Data Ingestion: A CDEP comes equipped with flexible and robust data management capabilities that can capture a complete view of customer interactions. Sources of data ingestion include event streaming, batch data uploads, platform integrations, and data warehouse integrations.
Data Storage: A CDEP would leverage your existing data warehouse as the primary, persistent storage location for comprehensive customer data.
Data Unification: CDEPs can unify data from various sources into a 360-degree customer view for each individual, resolving identity across devices and channels. CDEPs do this by ingesting and recognizing identifiersand applying deterministic matching rules to stitch identifiers and associated data together.
Data Governance, Privacy & Security: CDEPs have best-in-class data governance, privacy and security features like Data Access Management, Data Encryption, PII Masking and Tokenization, and Data Retention Policies. These measures ensure that data remains protected at all costs.
Integrated Engagement Capabilities
A CDEP seamlessly combines data processing with built-in omnichannel campaign orchestration and delivery across multiple channels. These best-in-class engagement capabilities are further augmented with AI capabilities that can help consumer brands improve the customer experience.
Omnichannel Messaging Capabilities
With over 11 channels, including email, SMS, push notification, WhatsApp, etc., a CDEP like MoEngage can help your brand build and optimize personalized customer journeys across channels and devices.
AI Capabilities
Generative and predictive AI capabilities offered by a CDEP can easily learn from the warehouse data and use AI agents to suggest the ideal customer journeys, decisions that help brands optimize campaigns, and generate segments.
Segmentational Capabilities
A CDEP can generate actionable segments in real time based on demographics and attributes, behavioral and transactional data, and propensity.
A CDEP uses fresh and comprehensive data in the warehouse, allowing marketers to build customer segments based on demographics, attributes, behavior, transactions, or propensity scores.
Analytical Capabilities
After unifying data from different sources, a CDEP can help marketers make sense of the data through the power of its analytical capabilities. Be it identifying trends and patterns in customer behavior, segmenting the audience, predicting the likelihood of certain actions in the future, or informing future strategy, CDEP’s robust analytical capabilities can help marketers with actionable insights in real time.
Reporting and Dashboards: Built-in data visualization capabilities can help marketing, growth, and product teams across consumer brands track key business metrics like campaign engagement rates, conversion rates, churn rates, DAUs, and MAUs.
Behavioral Analytics: Features like funnel, RFM, and cohort analysis can help consumer brands analyze behavioral trends of customers.
2) Scalability, Reliability, and Elasticity
Reliability offered by a CDEP means that the platform is consistently available without any downtimes or disruptions. A reliable CDEP ensures high availability, fast response times, and stable performance for brands like yours.
A reliable CDEP is built on elastic infrastructure, which means that the platform’s capabilities will be available to you even during periods of extensive and high usage by other customers.
3) Customer Support
If you’re planning to migrate to a warehouse-native CDEP, you might have some concerns about the amount of effort, developer bandwidth, friction, and migration costs that you could incur while making the switch.
MoUpgrade program by MoEngage accelerates migration timelines and delivers faster time-to-valuein weeks instead of months or years.
The program allows for a smooth migration to a warehouse-native CDEP without any disruptions to ongoing campaigns, data collection cadences, or your brand’s existing data pipelines.
Conclusion:
This shift towards warehouse-first marketing marks a pivotal change, moving beyond fragmented data collection to leveraging the data warehouse as the single source of truth. A warehouse-native CDEP like MoEngage emerges as the ideal solution.
By integrating data management, engagement, and analytics directly with the warehouse, CDEPs empower brands to deliver truly contextual, real-time experiences, driving better results and faster time-to-value in 2025 and beyond.
Talk to our team to understand how a CDEP can help your brand better harness the power of your data warehouse.
The post Warehouse-First Marketing: Why Brands in 2025 Are Choosing a CDEP appeared first on MoEngage.
#warehousefirst #marketing #why #brands #are
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