LinkedIn·Friday, 24 July 2026·24 Jul 2026

Most of the CDP conversation right now is about architecture. Composable or packaged. Agentic or not. Lakehouse-native or standalone. Those…

MultiMinds

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Most of the CDP conversation right now is about architecture. Composable or packaged. Agentic or not. Lakehouse-native or standalone. Those are real questions. But they sit one floor above where most organisations actually are. What gets sold as a CDP problem is almost always a data architecture problem underneath. Fragmented ingestion. No clear owner for identity logic. Governance added later, if at all. Three different definitions of "customer" living in the CRM, the web analytics, and the loyalty program. No CDP fixes that on its own. The architecture underneath has to be right first. Which is why the architecture debate skips the hard part. Composable only works if you already have something clean to compose on. Identity resolution, a governed model, self-service activation a marketer can actually run without filing a ticket to engineering. Most organisations are still assembling that foundation. So the honest question isn't which architecture to pick. It's how to start building and running one before you've solved everything upstream. This is why we treat them as two connected things rather than one. The customer data architecture work gets the foundation right. CDP as a service runs the operational layer on top of it: the activation, the orchestration, the day-to-day stewardship, handled by people who do this every day. You can bring us in for the foundation, the activation layer, or both, depending on where you actually are. The teams making real agentic progress right now aren't the ones who picked the cleverest architecture. They got the foundation right, then made sure something usable ran on top of it. Both, not one. Where is your foundation today, honestly? And can anyone actually act on it yet? #multiminds #CDP #CustomerData #CustomerExperience #DataArchitecture #IdentityResolution