It shouldn’t be so hard to find MarTech that’s actually “zero-copy”

work with the data they already have. Zero-copy MarTech has great promise: it allows marketers to access and use all of their data (from the data warehouse where their companies store it) without creating expensive and risk-inducing copies. But when I talk to marketing leaders about it, I hear a lot of skepticism. The reason: MarTech vendors are using the words “zero-copy” too liberally to capture demand. Marketers have already been burned by vendors who promise “zero-copy” infrastructure but fail to deliver. How can you tell an actual “zero-copy” MarTech, AI Decisioning products, and customer data platforms (CDP) from imposters? To help you evaluate your vendor’s truthfulness, I’ll use this blog to dive deep into two examples so you can distinguish truly zero-copy MarTech from companies misusing the term. • On the negative side, I’ll look at Salesforce Data Cloud. They aren’t the only vendor falsely promising zero-copy solutions, but they are prominent and have outspoken customers who’ve shared shortcomings. • On the positive side, I’ll share what we’re seeing at Hightouch with the Composable CDP and AI Decisioning, which operates entirely within a user’s data warehouse.