Data is the lifeblood of modern marketing. To build successful campaigns, that customer data is needed to power segmentation and personalization, and provide key insights for optimization. While having a large amount of information is useful, how can you be sure you’re not among the 95% of businesses who report dealing with unstructured data? Thankfully, today’s technology provides plenty of solutions in the form of customer data platforms and data warehouses. At this year’s Long-Term Relationship (LTR) conference, thought leaders and data specialists from Tidal, mParticle, Segment, and Snowflake sat down to share their expertise in utilizing customer data and analytics to increase retention and engagement.
What you’ll learn from this session:
This panel encompassed what LTR is all about—namely, finding connections between data, technology, and the way teams operate to optimize the customer experience. During the session, Tidal’s Vice President of Retention & CRM Sandra Cuya encouraged attendees to “think of their data structure as a living and breathing thing.” To adopt that ethos, brands need a technology ecosystem that’s built on streaming data and capable of managing the information at your disposal in scalable, strategic ways. Other key players in that ecosystem also weighed in, including Segment’s Chief Product Officer Ben Galbraith, mParticle’s Vice President of Professional Services Paul Mander, and Snowflake’s Head of Media, Entertainment & Advertising Bill Stratton.
These platforms aren’t just powerful data-focused solutions, they’re also Braze Alloys technology partners. Segment and mParticle make it possible for brands to unify data across a variety of different platforms and touchpoints. This allows businesses to accurately track the consumer journey wherever it may lead, which in turn fosters the kinds of sophisticated experiences customers have come to expect. Snowflake’s cloud data warehouse is equipped with a patented architecture that supports the seamless examination of complex data sets for use in improving customer outcomes. With on the ground insights, the session’s panelists shared their learnings and real-life experiences with data-backed marketing outcomes.
To learn more about leveraging data to support effective customer engagement strategies, check out the LTR 2019 content roundup.
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