In an industry where buzzwords often precede results, Treasure Data stands out for not only keeping up with the demands of modern enterprises but actively reimagining the landscape of Customer Data Platforms (CDPs). While many platforms tout generative AI (GenAI) features or batch personalization capabilities, Treasure Data is pioneering what CMO Mark Tack calls the intelligent customer data platform — a strategic evolution of the CDP that aims to resolve the very issues plaguing the market today.
CDP 2.0: Meeting the Moment with Intelligence
When I asked Mark about the trough of disillusionment Gartner recently highlighted in its analysis of CDPs — low utilization, market consolidation, and unmet personalization promises — his response was direct:
We see the CDP space evolving into something much broader—what we’d call an intelligent customer data platform. The CDP remains the foundation, but the real momentum is in how AI and first-party data come together to drive innovation. Our customers are leading us in this direction, and it’s no longer just about the CDP itself—it’s about what we can build with it and on top of it.
Mark Tack, CMO of Treasure Data.
Treasure Data isn’t just theorizing this shift — it’s been engineering it for over a decade. It is the only pure-play CDP built specifically for enterprise scale and interoperability, ensuring companies never need to rip and replace again. The platform offers a unified customer profile that brings together both batch and real-time data — a capability unmatched in the market.
By combining a schemaless ingestion layer with native AI and machine learning (ML) capabilities, Treasure Data empowers large organizations to move quickly. From predictive modeling to generative AI-driven decisioning, the platform provides the flexibility to experiment, activate, and scale with confidence.
One case study Mark cited was a Global 2000 manufacturer using Treasure Data across more than 60 use cases, powered by over 40 machine learning models. The outcome? A quantifiable business impact of $240 million per year in revenue growth and cost savings. This level of scalable activation exemplifies the intelligent data platform in action.
Treasure Data’s core strength lies in its ability to democratize access to customer data. What began as a CDP is evolving into something more foundational for the enterprise.
When the platform becomes intelligent—when AI meets high-quality customer data—the impact extends far beyond marketing. You’re no longer talking about a tool for a single team; you’re talking about data driving action and decision-making across the entire organization.
Mark Tack, CMO of Treasure Data
While marketing may lead the charge, Treasure Data is designed to support all departments — from customer service to sales, supply chain, IT, and even finance. Every team can access unified customer data through Generative AI and a user-friendly interface, empowering smarter decisions across the entire business.
This broad enterprise appeal is supported by 400+ out-of-the-box integrations with platforms like Google, Amazon, Tealium, Salesforce, Adobe, and Databricks. Whether connecting to existing tech stacks or orchestrating customer journeys across channels, Treasure Data’s open architecture ensures that insights are never trapped in silos.
Treasure Data was originally architected as a high-performance big data platform, a legacy that positions it well to support complex, high-volume use cases. For instance, Anheuser-Busch runs 90 million consumer records across 42 countries and 2,000 data sources on the platform.
Why Companies Are “Trading Up”
The platform’s flexibility and scalability drive what Mark describes as a growing wave of CDP replacements.
Two-thirds of the companies that come to us are looking to replace an existing CDP. They bought something, they’ve tried it, and it just didn’t work.
Mark Tack, CMO of Treasure Data
Treasure Data’s Trade-Up Program offers flexible contract terms, including financial incentives and migration support. The goal: Eliminate the pain of switching platforms. Brands can bring data from legacy systems, launch pilot use cases, and prove value within weeks — not years.
Because the platform supports both batch and streaming ingestion, companies avoid building duplicate infrastructure for real-time personalization. Unified profiles serve as the backbone for everything from journey orchestration and segmentation to experimentation and activation.
A Pricing Philosophy Built for Growth
While Treasure Data may be enterprise-grade, its pricing model is refreshingly flexible. Rather than pricing like a luxury platform, the company uses a use case-based model that allows brands to grow into the system.
Everyone says we have the Ferrari of customer data platforms—but we know most companies don’t need a Ferrari on day one. That’s why we price based on use cases and maturity, following a crawl-walk-run approach that meets customers where they are.
Mark Tack, CMO of Treasure Data
Pricing scales are based on profiles and compute usage, but entry costs are aligned to what a brand can actually use in its first year. That makes the platform accessible without compromising future potential, and ensures that companies only pay for what they’re ready to use.
Looking Ahead: From CDP to Command Center
With industry consolidation accelerating and generative AI setting new expectations, Treasure Data is preparing to make more noise in the market. Mark hinted at major announcements at Gartner’s Marketing Symposium in June, as well as CDP World this October, where the company will further outline its vision for the intelligent data platform.
For any brand feeling stuck in a stagnant CDP or looking to future-proof its AI strategy, Treasure Data offers a powerful alternative: a purpose-built, enterprise-grade platform that delivers on the promise of unified data and orchestrated experiences, with the speed, scale, and reliability the modern enterprise demands.
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