Product News

The First Real-Time Composable CDP with Materialize and Census Live Syncs

Will Voutier
Will Voutier January 25, 2024

Last week, Census made real-time Reverse ETL a reality with our release of Live Syncs, enabling any brand to activate data with subsecond latency to unlock high-speed customer engagement.

Today, we’re thrilled to announce Materialize, the leading Operational Data Warehouse, as a source for Census Live Syncs. Materialize is the only platform that combines the power of streaming data with the scalability and extensibility of a cloud data warehouse, meaning that business users can easily take action on the freshest data available to serve their operational use cases.

We’re excited about this partnership, and together, we’ll empower every business team to activate their real-time data faster and easier than ever before.

“We’ve been waiting for this moment for years and it’s finally here. At Materialize, we've built a new kind of data warehouse, optimized to handle operational work on fast changing data. With the addition of Census Live Syncs, reverse ETL on real-time data is now a reality. Customers can now activate their real-time insights on a zero latency data infrastructure, without the complex engineering work needed to build it.” 
— Nikhil Benesch, Co-Founder and CTO at Materialize

Real-time use cases are no longer a limitation of the Composable CDP

Materialize + Census = Real-Time Composable CDP

At Census, we strongly believe that the Composable CDP is the future, providing marketing teams with complete Customer 360 views, more reliable data, and faster time-to-value by integrating natively with the cloud data warehouse.

However, the biggest limitation of the Composable CDP was the inability to perform real-time, high-speed use cases due to the batch-based architecture of traditional data warehouses. Current solutions for real-time use cases, mainly packaged CDPs or in-house engineering, have painful limitations such as complexity, data silos, and lack of adaptability.

Modern marketing teams want to leverage the data warehouse to power their operations, but until today, warehouse latency was one of the last barriers blocking adoption. 

With today’s release of Live Syncs for Materialize, marketing and business teams can unleash the full potential of the Composable CDP without custom engineering work. It’s now easier than ever to leverage Customer 360 profiles for real-time personalization and recommendations, cart abandonment campaigns, live geotargeting, and more.

The advantages of Census Live Syncs with Materialize

Both Census and Materialize are built from the ground up to take action on what’s happening right now.

  1. Activation at any speed — Subsecond latency makes any use case possible in real time. We provide one system that seamlessly activates data at any velocity, whether slow or fast.
  2. Fast and easy implementation — No need for custom engineering or development work. For data teams, all you need is SQL to manage your real-time pipelines. Then, Census’s no-code UI makes it easy to integrate with any part of your data stack and make data actionable in downstream SaaS applications.
  3. Managed connectors — Materialize handles the complexity of consuming data in real-time from relational databases (CDC), message brokers like Apache Kafka, or SaaS applications. Census syncs your data to 200+ marketing and business destinations with prebuilt connectors.

How Live Syncs work with Materialize

Materialize lets you perform complex computations over streaming data using SQL, giving you the flexibility and declarative ease-of-use of an analytical data warehouse, all while operating at the speed of streaming. You never have to build and maintain streaming microservices.

Run the same complex SQL as an analytical data warehouse and always receive up-to-date results.

Live Syncs are a new type of sync in Census, available to all organizations with access to Continuous syncs.

When users create a sync, they can choose a Run Mode for that sync, either Live or Triggered. 

  • Triggered Syncs can be run manually, via API or external trigger, or on a schedule. 
  • Live Syncs are always running while they are enabled, syncing data in real-time.

Live run mode is available for syncs from select sources, including Confluent Cloud, Apache Kafka®, and now Materialize.

Getting started with the Real-Time Composable CDP

We’re proud to work together with Materialize to pioneer a brave new world of real-time, operational data warehousing. We believe the ultimate goal of technology is to facilitate better customer experiences, so data infrastructure should never limit engagement and experimentation.

Today’s release helps every business operationalize data without the overhead of cost and complexity to engineer a custom solution. Brands can build next-generation data applications but also easily leverage their zero latency data infrastructure for business use cases.

If you share our vision of the real-time data warehouse as the center of business operations, we’d love to help you start building your Real-Time Composable CDP. Get a demo or start a free trial today.

We also welcome you learn more about Materialize by signing up for a free trial.

We look forward to hearing from you!