Snowplow and Census: Delivering behavioral data for actionable outcomes

Behavioral data is pivotal for organizations as it provides a truthful insight into user interactions, enabling businesses to improve recommendations, understand customer behavior, and build competitive advantages by effectively capturing, managing, and modeling such data. However, leveraging behavioral data presents challenges related to technical infrastructure, data literacy, and organizational silos. Innovations in data management, such as DataOps, have emerged to address these issues, improving data quality and accessibility. The evolution of data warehousing has transformed data management, but the final step in the data journey involves operational analytics, which aims to deliver data to frontline teams, such as marketing and sales, for real-time decision-making. Tools like Snowplow and reverse ETL solutions like Census enable the operationalization of data by syncing it into platforms like Marketo and Salesforce, overcoming limitations of traditional Customer Data Platforms (CDPs) and ensuring data freshness and quality. This approach democratizes data access, breaks down silos, and allows for a bi-directional flow of information, enhancing the business intelligence of the entire organization.