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Agentic CDP

An agentic CDP is a customer data platform you mostly stop operating by hand. Agents read your customer data, decide who to target and what to send, and act across your channels toward goals you set. You set the goals and the limits, and you check the work.

Best for
Teams that can state a goal as an outcome and a number, trust the data the agent will read, and decide what it may do without asking.
The trade
The human who used to catch a bad number before it became a decision is no longer in the loop by default. Measurement stops being reporting and becomes the instruction.

Before the loop runs

1 · Pick the foundation

2 · Write a goal it can act on

Repeat purchase among customers who lapsed in the last 90 days, up four points, by the end of the quarter. No limit: the agent takes the cheapest route to the number.

3 · Set the autonomy line

Suggest onlySign-off above the lineAct alone

Consequential actions wait at the gate; the rest go straight out.

The loop

YouThe agent ✦Your data team
the goal and the limits · dailywho each customer is · in the momentactions that need sign-off · minutesapproved actions · minutesactions it may take alone · in the momentwhat customers did · minutescloser to the goal, or not · minutesthe report to check · dailyWrites the goal and the limits, decides what needs sign-off, and judges the result.You, the directorYouBuilds the audiences, picks the message and the moment, and keeps tuning after launch.Decisioning agentsThe agent✦The unified profiles and facts the agent reads before it acts. The foundation underneath, packaged, composable or lakehouse.Customer contextYour data teamHolds the actions the agent may not take alone until the director approves them.Sign-off gateYouWhere the agent acts, limited to the channels the foundation can reach.Email, ads andwebsiteThe agent✦The number the agent reads to know whether it is getting closer to the goal.The measureYour data team
the goal and the limits · dailywho each customer is · in the momentactions that need sign-off · minutesapproved actions · minutesactions it may take alone · in the momentwhat customers did · minutescloser to the goal, or not · minutesthe report to check · dailyWrites the goal and the limits, decides what needs sign-off, and judges the result.You, the directorYouBuilds the audiences, picks the message and the moment, and keeps tuning after launch.Decisioning agentsThe agent✦The unified profiles and facts the agent reads before it acts. The foundation underneath, packaged, composable or lakehouse.Customer contextYour data teamHolds the actions the agent may not take alone until the director approves them.Sign-off gateYouWhere the agent acts, limited to the channels the foundation can reach.Email, ads andwebsiteThe agent✦The number the agent reads to know whether it is getting closer to the goal.The measureYour data team
in the momentminuteshoursdaily

Break it

The boxes, and who holds each

  • You, the director You

    Writes the goal and the limits, decides what needs sign-off, and judges the result.

  • Decisioning agents The agent

    Builds the audiences, picks the message and the moment, and keeps tuning after launch.

    For example: GrowthLoop, Simon AI, Hightouch, Databricks CustomerLake

  • Customer context Your data team

    The unified profiles and facts the agent reads before it acts. The foundation underneath, packaged, composable or lakehouse.

    For example: Treasure AI, Salesforce Data Cloud, Snowflake, Databricks CustomerLake

  • Sign-off gate You

    Holds the actions the agent may not take alone until the director approves them.

  • Email, ads and website The agent

    Where the agent acts, limited to the channels the foundation can reach.

    For example: Braze, Iterable, Meta Ads, Google Ads

  • The measure Your data team

    The number the agent reads to know whether it is getting closer to the goal.

    For example: Google Analytics 4, Snowflake

Quick check

Did it land?

1. What does “agentic” change about a CDP?

2. A goal an agent can act on has four parts. What part do teams usually leave off?

3. Why does an agent end up steering on clicks?

4. One customer is three records. What does the agent do with that?

Build this architecture

Open it in Stack Builder with the template on the canvas, then make it yours.

The template for this one is still being built.

Recipes that run on it

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