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Amperity, the AI-driven enterprise customer data platform (CDP), today announced a groundbreaking innovation in the form of the world's first 'lakehouse' CDP. This new composable solution aims to transform the approach to customer data management by enabling seamless sharing of live data sets between a CDP and a lakehouse, thereby eliminating the need for Extract, Transform, and Load (ETL) processes and data duplication.
The Lakehouse CDP introduced by Amperity allows IT teams to optimise data storage and processing with platforms that utilise open table formats for lakehouses. This approach significantly reduces time and costs while ensuring better data security. The company underscores that the composable and secure data flow of its Lakehouse CDP is designed to meet the high-quality data demands of generative AI and one-to-one personalisation processes.
According to Amperity, many existing composable CDP solutions fall short by functioning primarily as reverse ETL tools. These tools activate data from big data environments but still require that lakehouse data be cleaned, unified, and aggregated into actionable insights. Furthermore, the lack of AI-driven approaches in current solutions presents challenges in resolving identities and managing the dynamic nature of data profiles. Reverse ETLs also entail complicated query logic, leading to hidden compute costs and ongoing integration efforts.
"The shift to composability in the marketing technology landscape continues to gain momentum as brands become more sophisticated and strategic in how they manage customer data," said Juan Mendoza, CEO of The Martech Weekly. "Amperity’s Lakehouse CDP aligns perfectly with this trend by enabling data cleaning, enrichment, and harmonisation from complex data clouds while also providing marketers with data to drive growth outcomes. The integration between data engineering and marketing operations is closer than ever, thanks to Amperity’s new Lakehouse CDP."
Amperity's Lakehouse CDP facilitates the breaking down of silos between software-as-a-service (SaaS) tools and teams, thereby enhancing AI and engagement with improved data. Its plug-in capabilities allow brands to integrate directly into a data lakehouse and leverage various offerings to optimise customer data operations. Features like AmpID for identity resolution, AmpAi for generative AI, and Amp360 for pre-built data assets significantly improve data quality. Business users can activate data from the lakehouse using AmpIQ, enabling deeper personalisation securely.
Tom Barber, Head of Data at Virgin Atlantic, noted, "We use Databricks for its unparalleled data tools and ability to seamlessly share data with Amperity. This powerful combination allows us to quickly unify and enrich vast amounts of customer data. By democratising data access, we empower our non-technical users to easily make data-driven decisions. Amperity has enabled us to maximise the value of our data, focusing on delivering exceptional travel experiences."
As part of the Lakehouse CDP’s core benefits, Amperity has introduced a new feature named Bridge. This feature enables users to share data to and from a lakehouse without resorting to the slower, less secure reverse ETL method. Bridge leverages open, industry-standard data formats for seamless data availability across the tech stack, providing the benefits of zero-copy data control and compliance.
Amperity's CEO, Barry Padgett, commented, "In today's data-driven landscape, brands are struggling to unlock the true potential of their customer data due to the siloed nature of traditional data management tools. Amperity’s Lakehouse CDP champions open data sharing, facilitating cross-platform data workflows. Our aim is to ensure high-quality customer data is available across all platforms using lakehouse architecture without replication, meeting the data demands of generative AI and personalisation at scale with unparalleled data governance."
Gerry Murray, Research Director at IDC, supported this view, stating, "The future of customer data management lies in enriching and activating data from a shared lakehouse catalogue. This approach allows businesses to manage customer data securely in their preferred platforms and tools without costly and time-consuming data migrations."
