This interview with Martin Jefferies, Head of Marketing at Smartify, highlights the company's approach to data-driven marketing. Smartify uses a straightforward data stack with BigQuery as its warehouse and Customer.io for customer engagement. The team has adopted Reverse ETL using Census to populate Customer.io with data from their warehouse, enabling personalized marketing efforts. By leveraging existing data and avoiding another silo of data, Smartify was able to choose Reverse ETL over CDP, which offered faster implementation times and more flexibility in its use case for personalizing marketing campaigns to drive product conversions.