“Composable CDP” may be one of the hottest topics in martech today, but for us it’s nothing new.
The term was only coined in 2022, but Syntasa had been delivering the same core principles for years before that: modular, warehouse-native capabilities designed to activate first-party data directly inside your own cloud. We weren’t chasing a trend, we were building the architecture enterprises needed before the industry even had a name for it.
The Industry’s Long Road to Composability
The concept of a Customer Data Platform (CDP) isn’t new, CDP first entered the industry vocabulary in 2013. But for nearly a decade, the dominant model was a monolithic SaaS platform, where data had to be moved, duplicated, and often surrendered to an outside vendor.
In 2022, “Composable CDP” emerged as the next generation: modular, cloud-native, and designed to run where the data already lives. Vendors have since been racing to adapt their products to this architecture. But for us, this wasn’t a pivot, it was our foundation.
Building Composable Before It Had a Name
Syntasa began delivering full CDP capabilities in 2020, and from the beginning, they were inherently composable.
Our architecture was designed to solve real-world enterprise challenges: complex data ecosystems, stringent compliance requirements, and the need for faster time-to-value. By running natively inside Google BigQuery, Snowflake, or a private cloud, Syntasa lets teams unify, enrich, and activate data without switching clouds, waiting on IT, or handing over control to a black-box vendor.
Proof That Composable Works at Enterprise Scale
Our customers’ results speak for themselves.
“Syntasa has been invaluable in accelerating our time to value, structuring Adobe Analytics data and operationalizing data science and ML at scale. We can now confidently push insights into production to drive the user experience.” — Tushar Mukherjee, Head of Global e-Commerce Analytics, Lenovo.
Enterprise-Grade Impact:
- $300M+ in incremental revenue from first-party data activation
- 10M+ records processed daily
- £20M in website personalization revenue
- £45M+ recovered through cart abandonment programs
- 2× increase in campaign conversion rates
- Zero-copy activation pipelines for privacy and speed
Market Validation: The Industry Catches Up
Today, “Composable CDP” is seen as the way forward. Analysts are talking about it, vendors are re-architecting their products, and enterprise buyers are prioritizing composability in their RFPs.
The market is validating what we’ve always known: monolithic isn’t the future. The flexibility, control, and speed of composable architectures are no longer a differentiator, they’re becoming the standard.
Looking Ahead: Composable AI for the Next Five Years
We’re continuing to innovate in the composable space, embedding AI capabilities directly into the activation layer so teams can move even faster:
- Email Personalization Agent – Auto-generates subject lines and copy from live profile data.
- Conversational Insights Agent – Answers natural-language questions like “Why did churn spike last quarter?”
- Audience Creation Agent – Translates plain-English prompts into SQL-grade audience definitions in seconds.
And we’re deepening our alignment with Google Cloud to help GCP-native organizations activate first-party data directly in BigQuery, with no vendor lock-in.
The Future Was Always Composable
For Syntasa, composable isn’t a pivot, it’s the model we’ve championed from day one. While the market works to catch up, we’ll keep building the tools that give enterprises more control, more speed, and more impact from their data.
If your roadmap includes first-party data activation, privacy-first personalization, or AI-powered marketing, now is the time to make composable a reality.
Explore the Syntasa Platform | View Case Studies | Book a Demo