Amperity Redefines Composability with the World’s First Lakehouse CDP

Data teams can now stop integrating and start sharing data across their tech stack to save time and lower costs.

Amperity Lakehouse CDP plugs directly into a data lakehouse taking advantage of its open format to easily share customer data. (Graphic: Business Wire)

NEW YORK--()--Amperity, the leading AI-powered enterprise customer data platform (CDP) for consumer brands, today announces a new composable approach for customer data management: the Lakehouse CDP. Now, brands can seamlessly share live data sets between a CDP and a lakehouse without maintaining ETLs or copying data. IT teams can optimize how data is stored and processed with any platform that uses lakehouses’ open table formats to save time and lower costs. This composable and more secure flow of data ensures brands can fuel the data-intensive demands of Generative AI and 1:1 personalization with high-quality data.

Amperity's Lakehouse CDP addresses two critical concerns that composable CDPs often overlook: data quality and governance.

Other composable solutions fall short because they are built as ‘reverse ETL’ tools that activate data from a big data environment. Unfortunately, lakehouse data still needs to be cleaned, unified and aggregated into insights for business users. The CDP components available today lack an AI-driven approach to resolving identities and governing the data operations of constantly changing profiles. Reverse ETLs also require complex query logic to access lakehouse data, resulting in hidden compute costs and ongoing integration work.

"The shift to composability in the marketing technology landscape continues to gain momentum as brands become more sophisticated and strategic in how they manage customer data,” said Juan Mendoza, CEO at The Martech Weekly. “Amperity's Lakehouse CDP reflects this shift perfectly by enabling the cleaning, enriching and harmonizing of data from often complex and hard-to-use data clouds, while also providing the capabilities to utilize that data to drive growth outcomes for marketers. The worlds of data engineering and marketing operations can come closer than ever thanks to Amperity's release of the Lakehouse CDP."

With the Lakehouse CDP, Amperity breaks down silos between SaaS tools and teams to fuel AI and engagement with better data.

Since Amperity's capabilities are composable, brands can plug it directly into a data lakehouse and use any combination of its offerings to optimize customer data operations. Data teams can improve data quality across Amperity and a lakehouse with identity resolution through AmpID, generative AI with AmpAi, and pre-built data assets with Amp360. Business users can use AmpIQ to securely activate lakehouse data, enabling deep personalization. All components come with data validations and checks to govern end-to-end data workflows across platforms.

"We use Databricks for its unparalleled data tools and ability to seamlessly share data with Amperity,” said Tom Barber, head of data at Virgin Atlantic. “This powerful combination allows us to quickly unify and enrich vast amounts of customer data. By democratizing data access, we empower our non-technical users to easily make data-driven decisions. Amperity has enabled us to maximize the value of our data, enabling us to focus on delivering exceptional travel experiences."

Introducing Amperity Bridge

To enable the Lakehouse CDP's core benefits, Amperity is adding a key new feature: Bridge. Amperity Bridge allows users to point and share data to and from a lakehouse rather than using the slower, less secure method of reverse ETL. It uses each lakehouse’s open, industry-standard data formats so that data is available across the tech stack through a shared catalog. This provides the benefits of zero-copy for greater control and compliance without unnecessary network calls and processing. Amperity Bridge is currently available for Databricks and Snowflake.

"In today's data-driven landscape, brands are struggling to unlock the true potential of their customer data due to the siloed nature of traditional data management tools," said Barry Padgett, CEO of Amperity. "Amperity's Lakehouse CDP rides the wave of open data sharing, enabling brands to build cross-platform data workflows. Our goal is to ensure high-quality customer data is available across all platforms that use lakehouse architecture without replication. With Amperity, businesses can meet the data demands of Generative AI and personalization at scale with unparalleled data governance.”

Why Brands Win with a Lakehouse Approach

Amperity’s Lakehouse CDP accelerates time-to-value by enriching data in a lakehouse. With Amperity, brands can:

  • Automate First-Party Identity Resolution. Easily maintain high data quality in your lakehouse. Unify raw customer data and produce a stable, universal identifier with AI-powered ID resolution.
  • Build Data Assets Quickly. Quickly shape data for activation. Leverage pre-built industry and use case data assets that can be easily shared with and enriched in a lakehouse.
  • Sync Enriched Data to Any Tool. Easily access and activate high-quality data from a lakehouse with Amperity’s marketer-friendly tool that’s more secure than reverse ETL.
  • Keep Data Secure and Flowing. Improve data governance by securely sharing data without replication, tracking every transformation and automating consent management workflows.

"The future of customer data management lies in enriching and activating data from a shared lakehouse catalog. This approach enables businesses to securely manage customer data in their preferred platforms and tools without the need for costly and time-consuming data migrations,” said Gerry Murray, research director at IDC. “The result accelerates and expands the use case roadmap, enhances data-driven decision-making and improves downstream application optimization."

To learn more about Amperity Bridge, check out the demo here.

About Amperity

Amperity, the first Lakehouse CDP, delivers the data confidence brands need to unlock growth by truly knowing their customers. With Amperity, brands can build a first-party data foundation to fuel customer acquisition and retention, personalize experiences that build loyalty, and manage privacy compliance. Using patented AI and ML methods, Amperity stitches together all customer interactions to build a unified view that seamlessly connects to marketing and technology tools. More than 400 brands worldwide rely on Amperity to turn data into business value, including Alaska Airlines, DICK’S Sporting Goods, Endeavour Drinks, Planet Fitness, Seattle Sounders FC, Under Armour and Wyndham Hotels & Resorts. For more information, visit or follow us on LinkedIn, X, Facebook and Instagram.


Andrea Mocherman
(206) 432-8302


Andrea Mocherman
(206) 432-8302