In our previous blog , we explored the evolving landscape of customer data platforms, comparing traditional all-in-one approaches with emerging composable CDP architectures. Today, we're spotlighting Amperity's Lakehouse CDP—a prime example of how modern, flexible CDP solutions are transforming customer data management. We'll examine what makes Lakehouse CDP unique, its advantages and limitations, cost comparisons, and why composable CDPs represent the future.

What is Amperity's Lakehouse CDP?

Amperity's Lakehouse CDP is a composable CDP, representing the type of flexible architecture we explored in our previous blog. As a composable solution, it avoids the pitfalls of traditional all-in-one CDPs by functioning as an intelligent layer on top of your existing data infrastructure rather than forcing you to duplicate and move data into yet another proprietary system. Your customer data remains in your own warehouse where it belongs, while Amperity delivers the identity resolution, intelligence, and activation capabilities your marketing team needs. This architecture integrates seamlessly with modern data stacks, leveraging semantic data models to ensure consistency across your organization.

Key Advantages

The composable approach delivers compelling benefits for modern marketing organizations. By avoiding full data ingestion, businesses maintain tighter control over data security and governance—critical given that 40% of SMEs cite cost as the primary barrier to CDP adoption, with security concerns often running parallel.

Strategic flexibility stands out as another advantage. Without vendor lock-in, organizations can evolve their technology stack as needs change. Lakehouse CDP ensures consistent customer definitions and business logic across platforms, enabling comprehensive 360-degree customer views with real-time activation. For enterprises in complex regulatory environments, this architecture supports sophisticated compliance requirements while managing intricate data ecosystems.

Pros and Cons

Pros: As a composable solution, Lakehouse CDP integrates seamlessly with existing data warehouses like Snowflake, Redshift, and BigQuery, eliminating typical CDP implementation friction. Eliminating data duplication reduces security risks and exposure. The flexibility to adapt marketing tools over time provides lasting value, while strong governance features support compliance. What sets Amperity apart is its AI-powered identity resolution that automatically unifies customer data and produces stable, universal identifiers—all while the data remains in your lakehouse. This combination of composable architecture with advanced identity resolution delivers customer insights without compromising control over your data.

Cons: Like any composable CDP, implementation complexity requires thoughtful setup and careful data strategy alignment. Marketing teams unfamiliar with composable architectures may face a learning curve. Organizations may need more initial investment in data infrastructure and expertise compared to plug-and-play SaaS solutions, though this typically pays dividends over time. While Amperity's AI-powered capabilities simplify identity resolution, teams still need to ensure their data quality is sufficient for the system to work effectively.

Cost Comparison

When evaluating total cost of ownership, Lakehouse CDP proves comparable to traditional all-in-one SaaS CDPs, often with superior long-term economics. Savings manifest through reduced vendor lock-in, lower data duplication costs, and eliminated expensive migrations as your business evolves. With the global CDP market projected to grow from $3.28 billion in 2025 to $12.96 billion by 2032, making the right CDP choice has never been more critical. Factor in operational efficiencies and improved ROI from better data utilization, and the composable approach becomes increasingly compelling.

The Future is Composable

Flexibility, security, and cost-effectiveness position composable architectures as the future of customer data management. In an era where data governance intersects with rapid technological evolution, maintaining control while accessing best-in-class capabilities represents a significant competitive advantage.

At Factua, we help organizations implement composable CDP solutions that deliver results today while positioning you for tomorrow's opportunities. Ready to explore how a composable CDP can transform your marketing operations? Learn more and discover how Factua can help.