June 2023 Summaries

A customer data platform (CDP) pieces together disparate data points into a unified image of customer behavior by organizing and storing data in a data model that outlines how each data point fits into the grand schema of customer information. A modern data stack often stores similar information in a data warehouse, but building a new data model for a CDP can be inefficient. Data Activation platforms like Census unlock raw data and transform it into actionable insights that inform business decisions and customer experiences. Census allows users to connect their data source, map fields to sync customer data, and connect their destination application without writing code, making it easier to build custom audience segments and sync customer data with marketing and advertising tools.

The concept of Customer 360 is gaining popularity as businesses seek to gain a comprehensive view of their customers, understanding behavior, preferences, and needs. However, many myths abound about how it's built, who it's for, and what it can do for organizations. A Customer 360 is not just about data collection, but also about unlocking and transforming raw data into actionable insights that inform business decisions and customer experiences. While it may seem complex or only suitable for large enterprises, small to mid-sized companies are also benefiting from Customer 360s. It's a continuous process requiring ongoing monitoring and updating to ensure accuracy and relevance. Moreover, its benefits extend beyond marketing and sales teams, with departments like product engineering, customer support, and customer success also gaining value from it.

Snowflake and Census have announced compatibility with Snowpark API for Python, enabling data scientists to deliver the outputs of their Python models directly to business teams for usage in various SaaS applications. This collaboration allows developers to work together on a single platform to move from raw data to insight, resulting in more agile data engineering and ML projects. With Census and Snowpark, data teams can easily operationalize their models through reverse ETL and data activation, generating insights and extending learnings across the organization within a seamless workflow.

Oh, identity resolution… It’s touted as one of the best features of customer data platforms (CDPs) because it transforms a jumble of data points into a coherent customer profile. However, in reality, identity resolution can open up a minefield of potential pitfalls if not managed properly. A common mistake is relying on an off-the-shelf CDP without considering that companies don't need to buy one; instead, they can build their own composable CDP custom-built to their unique needs. Poor data management, disregarding data privacy regulations, failure to update customer profiles, over-reliance on third-party data, ignoring offline data, and not testing and validating are key pitfalls to avoid in identity resolution. By steering clear of these mistakes, companies can navigate the complex world of identity resolution with more control, flexibility, and precision.

We're excited to announce the integration of MotherDuck, a cloud analytics service built in partnership with the DuckDB community and foundation, into our platform at Census. This integration allows data teams to sync 360-degree customer data from MotherDuck to over 200 business tools, empowering their marketing teams and delighting customers. The integration is available via a simple connection process that can be completed by copying the service token in the MotherDuck UI and entering it into Census.

Our world is no longer what it used to be, with digital conveniences like ordering food online or hailing taxis through apps changing the way we live and interact. The push for digital and physical personalization is now a necessity, driving pressure on marketing teams to harness customer data effectively. However, this vast amount of data surrounding modern businesses can be overwhelming, making it essential to understand and employ warehouse-native Data Activation to unlock customer insights and drive business growth. Data Activation bridges the gap between data and marketing teams, transforming raw data into actionable insights that inform and enhance business decisions and customer experiences. It empowers marketers to make informed decisions based on concrete data, personalize marketing campaigns, and optimize marketing performance. By leveraging dedicated tools like Census, businesses can harness the full potential of their data, transforming it from a passive resource into an active driver of marketing success. Embracing Data Activation is no longer just a trend but an essential strategy for any business that wants to stay competitive in today's data-driven world, driving substantial business growth and enhancing customer experiences.

A Customer Data Platform (CDP) is a database designed to collect, unify, and use customer data, providing a unified customer profile that can be accessed by other systems. However, CDPs are not without their share of problems and hidden costs, including vendor lock-in and limitations in data quality assurance. In contrast, a data lake is a raw, unstructured storage repository that holds vast amounts of data in its native format until it's needed, but requires technical expertise to make use of for customer data handling. By leveraging an existing data lake, businesses can potentially build their own composable CDP using tools like Census, which enables the transformation, segmentation, and syncing of customer data to various business tools, providing a true single source of truth and flexibility in data management.

The Customer Data Platform (CDP) has been facing increasing competition from Reverse ETL technology, which offers a more flexible and efficient way to manage and activate customer data. Unlike CDPs, Reverse ETL platforms like Census can be composed of multiple best-in-breed applications that utilize the company's existing data warehouse as the source of truth for customer data. This approach eliminates the need for redundant data silos and allows companies to build a composable CDP at a lower cost with greater flexibility. With its ability to load business data directly from the data warehouse into applications, Reverse ETL has emerged victorious in the battle against traditional CDPs. By leveraging this technology, companies can access best-in-class solutions for each component of an off-the-shelf CDP and achieve their goal of creating a clearer picture of who customers are without relying on a single platform that is becoming increasingly irrelevant.

A Customer 360 is a comprehensive and holistic representation of a company's customers, integrating data from various touchpoints and channels. It provides valuable insights into customer behavior, preferences, and demographics, enabling businesses to deliver targeted, personalized messages and offers to improve customer experience, streamline marketing efforts, and drive revenue growth. A Customer 360 consists of four main components: Data collection and integration, Entity/identity resolution, Data analysis and insights, and Attribution. By leveraging a Customer 360, businesses can create tailored product recommendations, target email campaigns, improve customer support, optimize marketing budget allocation, reduce churn rates, and ultimately drive better business outcomes. A Customer 360 maturity model guides companies through the stages of implementing and optimizing their 360-degree customer view, helping them assess their current level of maturity, identify gaps, and develop strategies to advance through the stages.

A Customer 360 provides a comprehensive view of every touchpoint a customer has had with the company, breaking down silos between business units and enabling them to work together to create a personalized experience for customers. This holistic view can lead to improved customer experiences, increased loyalty, reduced churn, more informed decision-making, and faster issue resolution, ultimately driving revenue growth and competitiveness in highly competitive markets. By integrating existing data and technology, businesses can build a Customer 360 model that empowers support teams with the context they need to provide better service, streamlines workflows, and increases customer satisfaction.

Census has partnered with S&P Global Market Intelligence to expand its Census Enrichment capabilities, allowing enterprises to centralize insights in the Data Cloud and easily enrich 200+ business tools with premium financial and research data. By tapping into S&P's data on the Snowflake Marketplace, businesses can sync trusted data solutions, uncover insights, and make informed decisions to drive their operations forward, transforming how they operate and interact with customers, prospects, and sales teams.

A decade ago, adopting a Customer Data Platform (CDP) was considered a silver bullet for teams looking to create a unified view of their customer base, but today's landscape has changed dramatically. With the increasing amount of customer data being collected and stored in modern data warehouses like Google BigQuery or Snowflake, the need for CDPs is reevaluated. The traditional limitations and challenges of CDPs, such as lack of flexibility, rigidity in structure, and not providing a single source of truth, are compared to alternative solutions like reverse ETL-powered data activation that can unlock the potential of modern data warehouses.

The Databricks Data + AI Summit is a four-day conference taking place from June 26-29, 2023, at the Moscone Center in San Francisco, offering a diverse array of sessions and parties. The summit aims to provide attendees with knowledge, inspiration, and networking opportunities. A curated selection of must-attend sessions has been handpicked by experts, including "If a Duck Quacks in the Forest and Everyone Hears, Should You Care?", "Data Democratization at Michelin", "Leveling Up SQL Transformations in the Lakehouse with dbt", and "Wrangling Your Security Data: Cybersecurity as a Data Management Problem". Additionally, parties such as "Cocktails in the Cloud" and "SPIN at Dark" offer opportunities to unwind and connect with like-minded data professionals. The summit promises an unforgettable experience for attendees.