Demystifying The Data Layer: The Transformation of Marketing Data Infrastructure

In this research report, published by strategic consultancy Winterberry Group and sponsored by Treasure Data, get expert insights into the evolving, complex “data layer” of the martech and adtech ecosystem.

Featuring insights from a 200-person survey of senior leaders and in-depth interviews with 50 industry experts, this report sheds light on how brands are evolving their customer data stacks.

Read this report to inform your journey toward architecting an effective data layer and learn more about the nine core components:

• Analytic Data Environments
• Customer Data Platforms (CDP)
• Customer Relationship Management (CRM)
• Data Clean Rooms (DCR)
• Data Lakes
• Data Warehouses
• Identity Graphs
• LLM Data Warehouses
• Master Data Management (MDM)