{"id":4113,"date":"2026-06-15T13:02:32","date_gmt":"2026-06-15T17:02:32","guid":{"rendered":"https:\/\/imagino.com\/us\/?post_type=resources&#038;p=4113"},"modified":"2026-09-16T08:46:05","modified_gmt":"2026-09-16T12:46:05","slug":"real-time-cdp","status":"publish","type":"resources","link":"https:\/\/imagino.com\/us\/resource\/real-time-cdp\/","title":{"rendered":"Customer Data Platform: Is real-time a myth? Let&#8217;s untangle the true from fiction."},"content":{"rendered":"\n<section id=\"banner-short-6abc1d0d8237d\" class=\"hero-legal-section u-gradient--yellow-orange u-mb-20\">\n    <!--         todo class   -->    <div class=\"hero-legal-container__img\">\n        <!--            todo video line content-->\n        <div class=\"video-line video-blue-purple-thick\">\n            <video muted=\"\" playsinline=\"\" preload=\"metadata\" data-loading=\"lazy\">\n                <source type=\"video\/mp4; codecs=hvc1\"\n                    src=\"https:\/\/imagino.com\/us\/wp-content\/themes\/imagino\/front\/dist\/img\/video\/swirl-2.mp4\">\n                <source type=\"video\/webm\"\n                    src=\"https:\/\/imagino.com\/us\/wp-content\/themes\/imagino\/front\/dist\/img\/video\/swirl-2.webm\">\n            <\/video>\n        <\/div>\n    <\/div>\n    <div class=\"container\">\n        <div class=\"hero-legal-container\">\n                            <div class=\"hero-container__breadcrumbs\">\n                    <p id=\"breadcrumbs\" ><span><span><a href=\"https:\/\/imagino.com\/us\/\">imagino<\/a><\/span><\/span><\/p>                <\/div>\n                            <div class=\"hero-legal-container__text\">\n                <div class=\"tl\">\n                    <h1>Customer Data Platform: Is real-time a myth? Let&#8217;s untangle the true from fiction. <\/h1>\n                <\/div>\n\n                <!-- to do $content[\"subtitle\"]                     -->\n                                    <div class=\"description\">\n                        Interview with Adrien Paul, Group Product Manager at imagino                     <\/div>\n                \n                            <\/div>\n\n        <\/div>\n    <\/div>\n<\/section>\n\n\n<section id=\"text-section-6abc1d0d860cc\" class=\"simple-text-section section-padding \">\r\n    <div class=\"container\">\r\n        <div class=\"simple-text-container\">\r\n\r\n                            <div class=\"row-item\">\r\n                    <div class=\"item\">\r\n                                                                            <div class=\"item__content js-animate animate__fadeInUpSmall\">\r\n                                <p><span data-contrast=\"auto\">You&#8217;ve just completed a purchase in store. You leave the store, phone in hand, and a notification appears: an email from the brand offering you 10% off the item you just bought at full price. Frustrating, isn&#8217;t it? This is the consequence of unsynchronized marketing tools. In fact, for brands, the concept of a &#8220;real-time&#8221; CDP has become the ultimate promise to solve this type of problem. But behind this term, brandished by vendors, lies very different technical realities. <\/span><span data-ccp-props=\"{&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Adrien Paul, Group Product Manager at\u00a0imagino, lifts the veil on what\u2019s really behind the notion of real time and explains how to rethink the approach to customer data.<\/span><span data-ccp-props=\"{&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p>\n<p>&nbsp;<br \/>\n<em><strong><span class=\"TextRun MacChromeBold SCXW203266400 BCX0\" lang=\"EN-GB\" xml:lang=\"EN-GB\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW203266400 BCX0\">&#8220;Real-time should not be seen as a simple technical capability of the solution, but should be defined by specific, concrete use cases.&#8221;<\/span><\/span><\/strong><\/em><\/p>\n<p><b><span data-contrast=\"none\">How do you distinguish a true real-time Customer Engagement Platform from a solution that only imitates it?<\/span><\/b><span data-ccp-props=\"{&quot;134245418&quot;:false,&quot;134245529&quot;:false,&quot;335559738&quot;:360,&quot;335559739&quot;:80}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Today, there is real confusion in the market. Many solution providers use the &#8220;real-time&#8221; label when they handle &#8220;live data&#8221; (up-to-date data on a Cloud Platform such as <a href=\"https:\/\/imagino.com\/us\/our-solutions\/snowflake-native-app\/\"><strong>Snowflake<\/strong><\/a> or BigQuery for example). <\/span><b><span data-contrast=\"auto\">But accessing up-to-date data does not mean that the system reacts instantly to an external event,\u00a0it\u00a0doesn\u2019t\u00a0react\u00a0in real time.<\/span><\/b><span data-ccp-props=\"{&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p>\n<p><b><span data-contrast=\"auto\">On top of that, the ability of a system to react in real time is not everything, it is also necessary to look at its ability to manage the flow of information.<\/span><\/b><span data-contrast=\"auto\">\u00a0Most tools do simple logic: event -&gt; reaction. A truly efficient solution, such as\u00a0imagino, goes further: it masters the cycle of event -&gt; enrichment (contextualisation) -&gt; reaction.<\/span><span data-ccp-props=\"{&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">In concrete terms, the tool does not just trigger a message because an action has taken place. It captures the event in real time, queries the customer&#8217;s history to understand the context:<\/span><span data-ccp-props=\"{&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p>\n<ul>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"1\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><span data-contrast=\"auto\">are they\u00a0a premium customer?\u00a0<\/span><span data-ccp-props=\"{&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/li>\n<\/ul>\n<ul>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"1\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"2\" data-aria-level=\"1\"><span data-contrast=\"auto\">is this\u00a0their\u00a0first purchase?<\/span><span data-ccp-props=\"{&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/li>\n<\/ul>\n<p><span data-contrast=\"auto\">and adapts the reaction instantly.<\/span><span data-ccp-props=\"{&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p>\n<p>&nbsp;<br \/>\n<em><strong><span class=\"TextRun SCXW186458897 BCX0\" lang=\"EN-GB\" xml:lang=\"EN-GB\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW186458897 BCX0\">&#8220;<\/span><\/span><span class=\"TextRun MacChromeBold SCXW186458897 BCX0\" lang=\"EN-GB\" xml:lang=\"EN-GB\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW186458897 BCX0\">Live data is not\u00a0<\/span><span class=\"NormalTextRun SCXW186458897 BCX0\">the same as<\/span><span class=\"NormalTextRun SCXW186458897 BCX0\">\u00a0<\/span><span class=\"NormalTextRun SCXW186458897 BCX0\">r<\/span><span class=\"NormalTextRun SCXW186458897 BCX0\">eal-time data. Having access to an up-to-date database is one thing, reacting immediately to a customer event is another.&#8221;<\/span><\/span><span class=\"EOP SCXW186458897 BCX0\" data-ccp-props=\"{&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/strong><\/em><\/p>\n                            <\/div>\r\n                                            <\/div>\r\n                <\/div>\r\n\r\n\r\n                \r\n                    <\/div>\r\n    <\/div>\r\n<\/section>\n\n\n<section id=\"text-section-6abc1d0d86b8e\" class=\"simple-text-section section-padding \">\r\n    <div class=\"container\">\r\n        <div class=\"simple-text-container\">\r\n\r\n                            <div class=\"row-item\">\r\n                    <div class=\"item\">\r\n                                                                            <div class=\"item__content js-animate animate__fadeInUpSmall\">\r\n                                <h2><b><span data-contrast=\"none\">How can\u00a0data architecture ensure a real-time CDP?<\/span><\/b><span data-ccp-props=\"{&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/h2>\n<p><b><span data-contrast=\"auto\">In\u00a0traditional data architecture, information spends its time travelling and being copied from one system to another.\u00a0<\/span><\/b><span data-contrast=\"auto\">Each step of duplication, transfer, and synchronisation creates unavoidable latency that can take hours, or even days. <\/span><b><span data-contrast=\"auto\">The\u00a0<\/span><\/b><a href=\"https:\/\/imagino.com\/us\/resource\/the-rise-of-zero-copy\/\"><b><span data-contrast=\"none\">Zero Copy<\/span><\/b><b><span data-contrast=\"none\">\u00a0<\/span><\/b><\/a><b><span data-contrast=\"auto\">approach, on the other hand, is a\u00a0game-changer.\u00a0<\/span><\/b><span data-contrast=\"auto\">Instead of multiplying silos and copying data everywhere, the solution (like\u00a0imagino) reads the data directly where it is, at its source (for example,\u00a0within your Data Warehouse).\u00a0<\/span><span data-ccp-props=\"{&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p>\n<p><b><span data-contrast=\"none\">You have instant access to information that is always fresh,\u00a0minimising the discrepancies related to\u00a0synchronisation\u00a0and transfer times between the different technological bricks.<\/span><\/b><span data-contrast=\"none\">\u00a0By avoiding these\u00a0unnecessary\u00a0intermediate steps, you also protect yourself from the significant integration efforts that\u00a0are needed\u00a0to add missing or essential data to a new use case\u00a0at a later date. In addition, the &#8220;Zero\u00a0<\/span><span data-contrast=\"auto\">Copy&#8221; approach with Data Clouds (such as Snowflake and\u00a0BigQuery) allows a direct reading of the data by<\/span><a href=\"https:\/\/imagino.com\/us\/our-solutions\/customer-engagement-platform\/\"><b><span data-contrast=\"none\"> the CEP<\/span><\/b><b><span data-contrast=\"none\">,<\/span><\/b><\/a><span data-contrast=\"none\">\u00a0ensuring\u00a0controlled\u00a0and predictable\u00a0costs thanks to the assignment of clear roles and responsibilities\u00a0for\u00a0both the Data Cloud and the CEP.<\/span><span data-ccp-props=\"{&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p>\n<p>&nbsp;<br \/>\n<b><i><span data-contrast=\"auto\">&#8220;The Zero Copy approach makes it possible to avoid successive copies of the data in different solutions. The organisation can then rely on a single truth that is always up to date.&#8221;<\/span><\/i><\/b><br \/>\n&nbsp;<\/p>\n<h2><b><span data-contrast=\"none\">Can you give us examples of marketing failures caused by lack of reactiveness in the data feedback?\u00a0<\/span><\/b><span data-ccp-props=\"{&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/h2>\n<p><span data-contrast=\"auto\">Latency problems are\u00a0numerous\u00a0and costly, both in terms of budget and brand image. A\u00a0classic example is that of advertising retargeting (Display). You browse a\u00a0site,\u00a0you buy a pair of shoes on a Monday at\u00a017.47. However, during the days that follow, you continue to see banner ads encouraging you to buy that same pair of shoes. The reason? Your purchase information\u00a0wasn&#8217;t\u00a0synced\u00a0fast enough with advertising tools.\u00a0<\/span><b><span data-contrast=\"auto\">The brand spends budget to show you an unnecessary ad, while\u00a0also\u00a0degrading your experience.<\/span><\/b><span data-ccp-props=\"{&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">A second example concerns consent management. A customer unsubscribes from your newsletter, but your system takes more than 48 hours to spread the information. In the meantime,\u00a0they\u00a0receive\u00a0two new promotional emails.<\/span><b><span data-contrast=\"auto\"> Today, consumers expect their unsubscribes to be taken into account immediately. A delay in updating this data generates real frustrations, and also complaints.<\/span><\/b><span data-ccp-props=\"{&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p>\n                            <\/div>\r\n                                            <\/div>\r\n                <\/div>\r\n\r\n\r\n                \r\n                    <\/div>\r\n    <\/div>\r\n<\/section>\n\n\n<section id=\"text-section-6abc1d0d87401\" class=\"simple-text-section section-padding \">\r\n    <div class=\"container\">\r\n        <div class=\"simple-text-container\">\r\n\r\n                            <div class=\"row-item\">\r\n                    <div class=\"item\">\r\n                                                                            <div class=\"item__content js-animate animate__fadeInUpSmall\">\r\n                                <h2><b><span data-contrast=\"none\">Is real-time necessary for 100% of use cases?<\/span><\/b><span data-ccp-props=\"{&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/h2>\n<p><b><span data-contrast=\"auto\">This is the biggest\u00a0mistake &#8211;\u00a0thinking\u00a0real-time\u00a0is needed\u00a0everywhere.\u00a0<\/span><\/b><span data-contrast=\"auto\">Real-time is neither necessary nor desirable for 100% of use cases. It is critical for transactional\u00a0communications\u00a0(order confirmation, password reset) or pure synchronisation (creating an account on the mobile application and expecting to be able to log into the website\u00a0a second\u00a0later).<\/span><span data-ccp-props=\"{&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">But for marketing actions, going too fast can\u00a0actually\u00a0cause\u00a0problems.\u00a0Let&#8217;s\u00a0take\u00a0basket\u00a0abandonment. Reacting in real-time would mean sending a follow-up email the second the customer leaves the site. However, sometimes it is necessary to give\u00a0them\u00a0time to breathe.\u00a0They\u00a0may have gone to check a piece of information or compare a price and will come back later.\u00a0<\/span><span data-ccp-props=\"{&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><br \/>\n<b><i><span data-contrast=\"auto\">&#8220;It is important to find the right balance. In some cases we need to react immediately, or sometimes we need to react the next day&#8221;.<\/span><\/i><\/b><span data-ccp-props=\"{&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><br \/>\n<span data-ccp-props=\"{&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p>\n<h2><b><span data-contrast=\"none\">How does a real-time CEP optimize both data management and customer interactions?<\/span><\/b><span data-ccp-props=\"{&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/h2>\n<p><span data-contrast=\"auto\">imagino\u00a0has positioned itself as a\u00a0Customer\u00a0Engagement\u00a0Platform based on a powerful CDP engine.\u00a0<\/span><b><span data-contrast=\"auto\">Why? Because the CEP is the vital link between the data (live or real-time) and the activation.<\/span><\/b><span data-contrast=\"auto\"> It supports the famous &#8220;contextualisation&#8221;, essential to not act blindly. Making the imagino choice means ensuring that the entire ecosystem (real-time and batch shipments) is centraliz<\/span><span data-contrast=\"auto\">ed in the same place. If a customer calls customer service to say that they\u2019ve not received their order confirmation, the agent should have an immediate overview, without juggling the database tool, the customer service history and the dispatch tool.<\/span><\/p>\n                            <\/div>\r\n                                            <\/div>\r\n                <\/div>\r\n\r\n\r\n                \r\n                    <\/div>\r\n    <\/div>\r\n<\/section>\n\n\n\n<section id=\"resource-download-6abc1d0d88842\" class=\"explains-section section-padding\">\n    <div class=\"container\">\n        <div class=\"explains-container u-gradient--blue-blue--light gradient-horizontal\">\n                            <div class=\"explains-container__image js-animate animate__fadeInUpSmall\">\n                    <img decoding=\"async\" src=\"https:\/\/imagino.com\/us\/wp-content\/uploads\/sites\/8\/2026\/06\/How-to-generate-value-from-a-CEP-1-300x250.png\" alt=\"How to generate value from a CEP (1)\" \/>\n                <\/div>\n                        <div class=\"explains-container__text js-animate animate__fadeIn\" data-wow-delay=\"0.5s\">\n                <div class=\"label\">\n                                            <div class=\"pin\"><span class=\"text-colour-blue-light\">Whitepaper<\/span>\n                        <\/div>\n                                                                <div class=\"inf\">ENG<\/div>\n                                    <\/div>\n                                    <h2 class=\"tl\">How to Create Sustainable Value with a CEP<\/h2>\n                                                    <div class=\"description\"><p><span class=\"TextRun Highlight MacChromeBold SCXW239513080 BCX0\" lang=\"EN-GB\" xml:lang=\"EN-GB\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW239513080 BCX0\">Download our expert opinion and learn how a Customer Engagement Platform can activate your customer data, orchestrate every interaction, and turn real-time into lasting value.<\/span><\/span><\/p>\n<\/div>\n                            <\/div>\n                            <div class=\"explains-container__control js-animate animate__fadeIn\" data-wow-offset=\"0\">\n                            <a href=\"https:\/\/imagino.com\/us\/resource\/how-to-generate-sustainable-value-with-a-customer-engagement-platform\/\" target=\"\" class=\"btn--small btn btn--gradient-blue-dark\">Find out more<\/a>\n                    <\/div>\n                    <\/div>\n    <\/div>\n<\/section>\n","protected":false},"excerpt":{"rendered":"<p>Interview: Find out how to distinguish a true real-time CDP and why switching to a CEP is essential. <\/p>\n","protected":false},"featured_media":4115,"template":"","meta":{"_acf_changed":true},"resources_category":[92,88],"resources_sector":[],"class_list":["post-4113","resources","type-resources","status-publish","has-post-thumbnail","hentry","resources_category-blog-content","resources_category-content"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.5 (Yoast SEO v28.6) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Customer Data Platform: Is real-time a myth? 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