Does your company have a Reference Architecture for Customer Data or Customer Data Analytics? I am looking for the list of critical capabilities and an approach on how to develop those capabilities e.g. when to buy OTS products vs. invest in self-developed components.

It's important to consider how emerging technologies like AI/ML and real-time data streaming can enhance your Customer Data Architecture. These capabilities can unlock powerful insights and enable personalized experiences, but require careful planning and integration.

I am assuming you are looking for the reference architecture for a data platform that can support analytics. If yes, look at some of the documentation around data fabric, data mesh. Once you explore these and have an idea of which reference architecture meets your requirement, then you can explore breaking down the solution blocks in your reference architecture to available technologies from different vendors. Also to John's comment, most of the cloud service providers have some form of a data platform available but you will have to consider your data gravity - on-prem, cloud or hybrid.

Are you completely self-hosted or do you use any major cloud provider?

If you use AWS/Azure/GCP reach out to you account manager or setup an intro to meet them.

Most major cloud providers will help you with reference architectures that work well on their cloud system.... it's what their "Solutions Architects" do... they provide solutions that work (on their services)

But if you're already using someone, they might be able to provide some help.