Chord vs Whatagraph
Side-by-side trajectory, velocity, and editorial themes.
Chord is rebuilding Copilot on Anthropic models, Enriched Context, and a breaking SQL infra change.
Chord is a CDP that has spent the last quarter rebuilding its Copilot AI from the inside. The reasoning layer switched to Anthropic models, the context capture got expanded as Enriched Context, and the SQL generation pipeline took a breaking infrastructure change. Around that, the regular CDP work — Iterable data modeling, searchable tables, Activations sync redesign — continues at a steady release cadence.
Copilot is becoming the product. Each release this year has tied AI further into the CDP's core data plane — modeling, querying, activations — rather than treating it as a sidebar. Live documentation grounding and feedback memory in the latest release signal a push to keep Copilot accurate as the schema evolves underneath it.
Expect a deeper agentic move where Copilot proposes activations or builds segments end-to-end. The Iterable-style data modeling work hints at where AI assistance lands next.
Whatagraph adds Data Storage and a Snowflake source — agency reports stop waiting on live API calls.
Whatagraph is moving from 'report builder over live API connections' to 'managed data layer plus report builder.' Two recent releases anchor the shift: Data Storage lets Whatagraph store customer data on its own infrastructure with a 24-month default backfill, and Snowflake has been added as a first-party data source so warehouse tables can sit alongside paid media and web analytics in the same report. Around that, the company is filling in standard reporting depth — GeoMap widget, conditional formatting, Gauge and Heatmap widget types — plus broader integration coverage like bol. Retailer and Advertising for Benelux retail media and a rebuilt event-level CallTrackingMetrics.
The product is pushing toward becoming an agency-grade marketing reporting platform that also owns the data plumbing. Historically agencies had to choose between Whatagraph-style report builders (fast but live-API constrained) and BigQuery-based stacks (flexible but heavyweight). Whatagraph's managed Storage destination collapses that choice, and the Snowflake source pulls customer-warehouse data directly into the reporting surface — both moves widen the addressable customer set into mid-market and larger agencies.
Expect the next quarter to deepen the data layer: a SQL-style transformation interface on stored data, more warehouse sources (likely Databricks or Redshift), and a billing change that splits the storage layer from the report-builder seat licenses. The GeoMap widget will exit beta with continent-grouped drill-downs.
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