When we started working on Krenalis, we spent a lot of time reviewing how customer data typically flows through a modern data stack.
One pattern kept showing up often enough that we started questioning it.
In many modern stacks, customer data already lands in a warehouse. Yet we often copy that same data into a CDP before we can start building customer profiles.
During one of those discussions, someone asked a question that sounded almost naive:
Why are we moving all this data in the first place?
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