As enterprises adopt cloud data warehouses, marketers are right to demand that their MarTech 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.

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