It depends. I was in a demo call from Blaze, a CDP (Customer Data Platform), Segment.io competitor. Their underlying db seems to be MongoDB and for a CDP makes

It depends. I was in a demo call from Blaze, a CDP (Customer Data Platform), Segment.io competitor. Their underlying db seems to be MongoDB and for a CDP makes a lot of sense. In a CDP you collect all kind of data on n hard ids that identify 1 person interacting with your web assets, schemaless and json first is a lot easier to reason in this context than SQL. This is because you keep enriching your profile with additional attributes over time. Can PostgreSQL do this? Absolutely, but it’s not its main feature. Things are complex, especially in data, I think it’s important to evaluate use cases rather than going with generic assumptions like “use boring tech”.