AI-powered enterprise customer data platform (CDP), Amperity, has undertaken a new approach to customer data management with the introduction of its Lakehouse CDP.

The new offering allows brands to share live data sets between a CDP and a lakehouse without the need for maintaining ETLs or copying data, potentially saving time and lowering costs.

The Lakehouse CDP aims to address two critical concerns often overlooked by composite CDPs: data quality and governance. It allows brands to plug directly into a data lakehouse and utilise any combination of its offerings to optimise customer data operations.

"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 CEO at The Martech Weekly, Juan Mendoza. “Amperity's Lakehouse CDP reflects this shift perfectly by enabling the cleaning, enriching and harmonizing of data from often complex and hard-to-use data clouds, while also providing the capabilities to utilise that data to drive growth outcomes for marketers. The worlds of data engineering and marketing operations can come closer than ever thanks to Amperity's release of the Lakehouse CDP."

A new feature, Bridge, allows users to point and share data to and from a lakehouse, offering a faster and more secure method than the traditional reverse ETL. Currently, Bridge is available for Databricks and Snowflake.

"We use Databricks for its unparalleled data tools and ability to seamlessly share data with Amperity,” said head of data at Virgin Atlantic, Tom Barber. “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, enabling us to focus on delivering exceptional travel experiences."

Amperity's Lakehouse CDP accelerates time-to-value by enriching data in a lakehouse, allowing brands to automate first-party identity resolution, build data assets quickly, sync enriched data to any tool, and keep data secure and flowing.

"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," said CEO of Amperity, Barry Padgett. "Amperity's Lakehouse CDP rides the wave of open data sharing, enabling brands to build cross-platform data workflows. Our goal is to ensure high-quality customer data is available across all platforms that use lakehouse architecture without replication. With Amperity, businesses can meet the data demands of Generative AI and personalisation at scale with unparalleled data governance.”

Amperity is used by more than 400 brands worldwide, including Alaska Airlines, DICK’S Sporting Goods, Endeavour Drinks, Planet Fitness, Seattle Sounders FC, Under Armour, and Wyndham Hotels & Resorts.

"The future of customer data management lies in enriching and activating data from a shared lakehouse catalog. This approach enables businesses to securely manage customer data in their preferred platforms and tools without the need for costly and time-consuming data migrations,” said research director at IDC, Gerry Murray. “The result accelerates and expands the use case roadmap, enhances data-driven decision-making and improves downstream application optimisation."