A warehouse-native CDP is a CDP approach where the data warehouse, such as BigQuery, Snowflake, or Databricks, is the single source of truth, with profiles and activation built directly on it.
Category
Data Architecture
Also known as
warehouse native cdp
It moves the CDP closer to where the enterprise data already lives, avoiding a second copy of customer data. It is not automatically real-time, though: it is only as fresh as the warehouse models and sync jobs behind it.
In practice
It shines when a mature warehouse and data team already exist. Without them, a packaged CDP usually gets you to activation faster.
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