September 2023 Summaries

Reaching users at exactly the right moment is crucial to successful marketing campaigns. This can be achieved by segmenting users based on trial activity, personalizing messages with usage data, and emailing users about upgrading just after they attempt a paid feature. To do this, companies need to trigger emails based on actions users take in the product, which can be done by stitching together event and user data in HubSpot. The article provides a walkthrough of how to set up an automated email campaign that sends personalized messages to free trial users when they use a paid feature, and demonstrates how to use custom behavioral events, Workflows, and Census to achieve this goal. By aligning the work of data teams with marketing teams, companies can demonstrate the power of data to impact revenue and build effective campaigns using first-party data.

The SaaS industry is rapidly expanding with thousands of companies worldwide, each struggling to integrate with customer data and technology stacks. To address this challenge, Census has launched its Partner-Built Destination (PBD) program, enabling SaaS companies to turn their apps into first-class destinations for Data Activation. With PBD, certified partners can create high-quality integrations that meet the same standards as Census-built destinations, providing a seamless solution for customers to activate data and automate business use cases.

At Census, we're strongly committed to activating first-party customer data from the warehouse to drive growth, personalized engagement, and revenue. We've released Census Audience Hub, a no-code audience builder natively integrated with every data warehouse, which enables marketers to unlock complete and up-to-date Customer 360 data that lives in the warehouse. The latest capabilities of Audience Hub include Experiments, Priorities, Limits, Calculated Fields, and Equations, which help data-driven marketers launch faster, more intelligent campaigns and decrease customer acquisition costs by providing personalized and engaging offers to customers at the right time during their buying journey.

Snowflake has named Census a Leader in Customer Data Activation, recognizing its ability to activate first-party data and audience segments in 200+ destinations and power omni-channel marketing and enhanced personalized experiences for global enterprises. The company's Data Activation platform unifies data and marketing teams around a single source of truth, enabling organizations like Canva and Zip to achieve significant outcomes such as reducing customer acquisition costs by 50% and hyper-personalizing messages at scale. Snowflake's research highlights key themes in data-driven marketing, including the convergence of adtech and martech, increased focus on privacy enhancing technologies, and the importance of measurement to maximize campaign ROI. Census aims to help data-driven marketing teams launch faster, create more intelligent campaigns, and decrease customer acquisition costs with its unique understanding of customers' needs.

Composable marketing technology is essential for businesses to reach the right customers through targeted messages, personalization, and segmentation in a resource-constrained environment where cautious consumers are driving spending decisions. A recent report by Snowflake named Census as a Leader in Customer Data Activation, highlighting its ability to help global enterprises activate customer data. This blog aims to highlight fellow best-of-breed partners in composable marketing technology, including platforms such as Braze, HubSpot, Iterable, Mixpanel, Amplitude, Snowplow, Fivetran, dbt, The Trade Desk, Magnite, Sigma, ThoughtSpot, Merkle, LiveRamp, G2, ZoomInfo, Hex, and Dataiku, which offer various tools for customer data activation, analytics & data capture, integration & modeling, advertising, business intelligence, identity, enrichment, and AI & machine learning. These platforms help businesses create a single source of truth and drive connection across the buyer journey.

The technology company Upside collaborated with solutions partner Ragnarok to build a personalized loyalty program that improved Click Through Rate by 96%. They built a strong marketing technology foundation using Census + Iterable + Snowflake, then analyzed 80+ message variants to optimize the program. By unifying customer data and leveraging first-party data, Upside was able to improve ROI through contextual targeting and personalization, while also providing more consistent customer experiences with Customer 360 data. The partnership addressed challenges such as unifying customer data and lack of context in other platforms, resulting in a simplified audience building process with Census, and the deployment of a comprehensive lifecycle campaign centered around purchase behavior.

Materialize is a data warehouse that enables operational use cases with real-time automation and personalized customer experiences through its integration with Census, allowing businesses to activate data for business outcomes instead of just collecting historical data.

At Census, we're excited to announce our new integration with Sigma, a cloud-native analytics platform that empowers businesses to analyze data and make data-driven decisions seamlessly. The integration enables users to activate insights from their cloud data warehouse and integrate them into everyday business tools like HubSpot, Salesforce, Braze, Marketo, Google Ads, and 200+ other destinations. With Census + Sigma, businesses can reduce customer acquisition costs by analyzing all touchpoints of customers, personalize outreach across omnichannel campaigns, and improve lifetime value by acting quickly on health scores. The integration also enables users to build once and reuse everywhere, exposing Sigma workbooks as models in trusted data warehouses like HubSpot and Salesforce.

This blog explores how leveraging HubSpot Association Labels in tandem with Census can operationalize data and drive revenue growth for businesses like Pleo, a financial institution that needed to differentiate between marketing and product users while maintaining data security compliance. The solution involves setting up custom labels to represent relationships between contacts and companies, then using Census to map these associations to HubSpot, enabling personalized marketing campaigns, segmentation, automated workflows, and revenue forecasting.