Smartify, an arts and culture app with a user base of 3 million, leverages data-driven personalized marketing strategies to enhance user engagement and drive product conversions. Martin Jefferies, the Head of Marketing, emphasizes the importance of a unified data approach across marketing, analytics, engineering, and product teams to maintain a coherent customer view. Rather than opting for a Customer Data Platform (CDP), Smartify chose a reverse ETL solution with Census, allowing seamless data integration across various tools like Customer.io, without the need for extensive engineering resources. This decision was driven by the need to avoid data silos, utilize existing data efficiently, and reduce implementation time. By syncing user events from their data warehouse to Customer.io, Smartify can craft personalized marketing campaigns tailored to user preferences, leading to increased product conversions.