How to Drive Customer-Centric Experiences by Activating Your Data
Webinar Speaker: David Stodder, Senior Director of Research for BI, TDWI
Date: Friday, April 28, 2023
Time: 9:00 a.m. PT / 12:00 p.m. ET
In today’s competitive marketplace, companies across industries need data to fuel analytics-driven operational applications. This is especially true for customer-centric operations such as marketing, sales, and support, where 360-degree views of customer data power personalized marketing, enrich customer experiences, and shorten paths to purchase. BI dashboards on top of data warehouses are not enough for operational executives, managers, and frontline personnel. They need the ability to create business rules and sync data directly from the data platform to their end tool or application to activate a response to customer behavior.
Getting data from the data warehouse—or unified cloud data lakehouse for many organizations today—to applications is often regarded as “the last mile,” and a difficult last mile it is. Some set up parallel customer data platforms (CDPs), but this leads to duplicate data problems, data ownership disputes, and lack of confidence in the quality and trustworthiness of the data.
Technical experts must develop complicated data pipelines and navigate constantly changing upstream and downstream APIs. Large organizations could easily have dozens of data destinations, including CRM, ERP, marketing, and customer success applications. Manual work is slow and demands revision due to errors and changing requirements.
Join this TDWI Webinar to learn how you can modernize data’s journey from data warehouse and data lakehouse to operational applications. With time-sensitive marketing and customer engagement opportunities, it's critical to make the data’s path faster, simpler, and more flexible. We will discuss new practices and technologies for activating customer data to put you on a faster path to business value.
Topics we will discuss include:
- Overcoming legacy CDP limitations and user frustration with BI dashboards to activate customer data
- How “composable” CDPs and reverse ETL speed data transformation to deliver personalized experiences
- Increasing confidence and reducing delays by establishing a data lakehouse as the single source of truth for all customer data
- TDWI perspectives on new practices and technologies for addressing data pipeline latency and improving confidence in the data
- Case examples of organizations using reverse ETL and streamlining data activation for operational applications
Pavithra Rao is a delivery solutions architect at Databricks working with fintech organizations. Pavithra has 7 years of experience working with start-ups to Fortune 100 organizations, helping them architect robust data and AI platforms and use cases.
Principal Solutions Engineer
Previously a principal solutions engineer at Twilio Segment, Andrew now leads the Solutions Engineering Team at Hightouch.