What is a CIP?

Introducing Stiddle’s Composable Customer Intelligence Platform for GTM Teams

The Stiddle Customer Intelligence Platform (CIP) is purpose-built for GTM teams—including media buyers, marketers, sales reps, rev ops, analytics, and data teams. Stiddle provides accurate customer visibility without the use of cookies (powered by Stiddle IRIS), delivering the data needed to understand customer journeys, attribution, and insights—along with the tools to act on it. Key features include customer analytics, dashboard reporting, marketing attribution, identity resolution, audience building and syncing, and more.

Background: Why Stiddle Was Built

Customer Data Platforms (CDPs) were originally built for data teams to centralize customer data and deliver it to marketing teams. But modern go-to-market (GTM) teams—spanning sales, customer success, partnerships, media buyers, and revenue operations—require more than just access to unified data. They need real-time, actionable insights embedded directly into their workflows. Without this GTM teams, including marketing teams, are forced to adopt several other tooling just to make sense of and take action with the data a CDP collects. 

Stiddle introduces the Customer Intelligence Platform (CIP): a composable, warehouse-native system that empowers GTM teams to connect data, resolve identity, visualize journeys, and take immediate action. Unlike traditional CDPs that create data silos and require multiple third-party tools for analysis and activation, Stiddle provides a unified platform that handles everything—without ever duplicating your data. This includes not only the data ingestion, but also the tooling needed to take action - ie. attribution, analytics, and activation.

In an era where every team is data-driven, GTM teams face one consistent bottleneck: fragmented, inaccessible, or inaccurate customer insights. CDPs were introduced to solve part of this—by aggregating data into unified profiles for data teams. But they weren’t built for the needs of entire GTM teams.

Stiddle’s Customer Intelligence Platform (CIP) solves this by layering real-time identity resolution, analytics, attribution, and activation directly on top of your data warehouse—transforming data into intelligent, revenue-driving actions.

What is a CDP?

A Customer Data Platform is designed to collect data from various touchpoints—web, mobile, email, POS, CRM—and unify it into a single customer profile. These systems then pass that data to marketing tools for personalization and segmentation.

CDP Core Capabilities:

• Connect: Ingests customer data from multiple sources
• Identify: Resolves identities via first-party identifiers (email, cookies)
• Act: Pushes audiences to ad platforms, email tools, or analytics
• (Limited) Visualize: Often relies on external BI tools for reporting

CDP Limitations:

• Built primarily for marketing teams, requiring the needs of data teams
• Requires data engineers to manage pipelines, model data, and build dashboards
• Relies on browser cookies, which are increasingly restricted
• Provides limited journey visualization and intelligence
• Needs additional tools (reverse ETL, attribution platforms, BI layers) for insights and activation

The CIP Framework: Connect, Identify, Visualize, Act

Stiddle reimagines the CDP from the ground up around a four-part framework designed for action, not just aggregation:

1. Connect

Seamlessly ingest real-time behavioral, transactional, and campaign data from web, app, server, CRM, ad platforms, and more. Including auto-capture capabilities for forms, event-streaming, and conversion goals.

2. Identify

Using our novel IRIS ID, Stiddle persistently resolves identities across browsers, sessions, and devices—without relying on cookies. IRIS leverages device signals, device-side fingerprinting, and ML-based inference to maintain long-term, high-confidence identity resolution (up to 3-years).

3. Visualize

Gain real-time visibility into the customer journey:

• Funnel analysis and drop-off points
• Behavioral segmentation
• Event flows and timeline views
• Cross-channel and cross-device journey orchestration – All accessible without code, and without waiting on data teams.
• Customizable dashboards with the ability to collaborate and share in real-time
• Granular Attribution for paid media and organic channels, including sales team efforts

4. Act

Activate intelligence directly into GTM workflows:

• Feed accurate conversion signals to ad platforms (using CAPI)
• Trigger sales alerts based on buyer behavior
• Build custom attribution models using ML and LLMs post-trained on your own data
• Create and share no-code reports with stakeholders across marketing, sales, and partnerships

Create and deploy smart audiences in real-time across GTM channels 

IV. CDP vs. CIP: A Strategic Shift

Why CDPs Fall Short: Too Many Tools, Too Many Handoffs

While CDPs solve the problem of unifying data, they create new ones:

• GTM teams still rely on data teams to make sense of the data
• Data needs to be exported to BI tools for reporting
• Journey visualization and attribution require third-party platforms
• Audience activation is often delayed, manual, or incomplete
• Customer journeys may have missed touchpoints due to cookies

Stiddle eliminates these problems by making the entire stack composable, cookieless, real-time, and self-serve.

Stiddle’s Built-In Intelligence: From Data to Revenue

Stiddle brings the intelligence layer natively into the platform, enabling teams to operate faster and more autonomously.

Use Cases Across GTM Functions:

Media Buyers

• Push accurate conversion data to Meta, Google, and TikTok—capturing missed events beyond what CAPI provides
• Apply AI-powered attribution to allocate credit accurately 
• Identify and act on top-performing funnels in real time
• Uncover transparency - who purchased or became a lead from a specific campaign, mapped back to person level profile, including full browsing history

Account Managers

• Create no-code client reports on funnel performance, attribution, and outcomes
• Visualize full journeys and show which channels, campaigns, or GTM efforts contributed to success
• Support upsell and retention through journey-aware engagement

Sales & Revenue Ops

• Prioritize accounts showing real intent across channels
• Automate outreach triggers based on buyer behaviors
• Track touchpoints and calculate revenue attribution across the funnel
• Understand the impact marketing has on sales teams

Partnership & Channel Teams

• Attribute partner-influenced journeys and performance
• Prove ROI of content, co-marketing, and sourced leads
• Analyze impact of each partner on revenue and retention

Product & Growth

• Run PLG funnels and behavioral segmentation
• Trigger lifecycle actions based on intent or drop-off

Tie product behavior to sales outcomes

Composable by Design: No Data Duplication, Ever

Unlike legacy CDPs that require customer data to be ingested and stored in databases, Stiddle is composable. That means:

• Stiddle reads from and writes directly to your existing data warehouse (e.g., Snowflake, Redshift, BigQuery)
• No need to sync or copy data into a black-box system
• No redundant pipelines or extra storage costs
• All teams operate from the same single source of truth

This also enables faster load times, simplified governance, and seamless integration with your broader analytics stack.

Your data stays where it belongs. Stiddle brings it to life.

How It All Comes Together: The Stiddle Architecture

Below is a visual overview of how the Stiddle CIP architecture works:

Conclusion: The New Era of Customer Intelligence

CDPs solved the first step: collecting and unifying customer data.

But today’s GTM teams need more. They need to:

• See what's happening, right now
• Understand what's working, and why
• Act across platforms, channels, and teams—without delay

Stiddle’s Customer Intelligence Platform unlocks this by putting real-time intelligence directly in the hands of the teams who drive revenue. No more data gatekeeping. No more silos. No more guesswork.

CDPs unified data. CIPs unify intelligence.