mParticle, an independent customer data platform (CDP), announced the launch of “Warehouse Sync” enabling users to directly ingest data from data warehouses.

Warehouse Sync would allow for reverse-ETL flows, where a single copy of customer data is maintained in a data warehouse thus, allowing data to be stored securely while avoiding duplicates. This enables users to connect with 300+ real-time marketing and customer engagement APIs.

Warehouse sync will initially support data syncing with Snowflake, a leading data warehouse, and will be followed by support for Google BigQuery, Amazon RedShift, and Microsoft Azure.

The firm claims that the new solution would deliver cost savings for data teams while maximizing customer lifetime value through rich machine learning models to create better recommendations, high-fidelity predictions, and better uplift models.

Analyst QuickTake: mParticle’s new solution follows in the footsteps of other CDP platforms such as Lytics and AIQ which also launched integrations with data warehouses, including Snowflake. The new solution coupled with its complete data infrastructure solutions, including native identity resolution, integrated privacy and compliance controls, AI-powered predictions, and personalized marketing journeys within a single unified platform provides mParticle with a competitive edge.