A data destination is a marketing system or channel that receives audience data so teams can turn first-party-data insights into production campaigns. Common destinations include email platforms, paid media platforms, and customer relationship management systems. section 3.1.1
Choose destinations around your team’s channels and campaign use cases, not a vendor’s total integration count. Compare the breadth of supported channels, the depth of integrations for specific uses, and how easily new destinations can be added. A custom destination such as cloud storage can provide an escape hatch. section 4.4.3
One channel, multiple integrations
A team using Google Ads may need both Customer Match for audience syncing and Enhanced Conversions for individual conversion events. A destination connection is useful when it supports the team’s actual campaign needs. section 4.4.3
Table 4.4 Audience portability (cross-channel support) considerations
| Solution |
Considerations |
| Composable CDPs |
(+) Like all CDPs, composable CDPs offer some of the most extensive integration sets for destinations across several categories. |
| Marketing clouds/engagement platforms |
(-) MCs often lack destination integrations that are well supported by other categories. |
| Monolithic CDPs |
(+) Monolithic CDPs offer some of the most extensive integration sets for destinations across several categories. |
| In-house builds |
(+/-) Builds can support bespoke integrations that other solutions may not support, but each additional destination requires a heavier lift than third-party solutions. |
Compare how composable and monolithic CDPs, marketing clouds, and in-house builds differ in destination coverage and customization effort. section 4.4.3
