How LegalZoom Uses Snowflake and Segment to Enhance Customer Insights and Tailor Marketing Efforts

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I'm Dara Wilson. I'm a staff data engineer at LegalZoom. LegalZoom's mission is to unleash entrepreneurship, and, what that means to me is, basically my company is helping anybody who wants to form a business make it easier to do so and navigate all of the legal and financial and regulatory complexities that come with starting that journey. Snowflake is really at the core of our data ecosystem at this point.

We also use Snowflake as a place to centralize all the data that we're collecting from different platforms and from our own application and really make sure that it gives us an integrated view of how the business is doing and who our customers are. The benefits that, our company has realized using Snowflake is really being able to use it as a central location for all of our different data practitioners and business analysts and business users to really collaborate and form a kind of unified and standardized understanding of how the business is operating. With Segment on top of Snowflake, us being able to send our data into Segment, from our canonical analytics tables and from other data models that we had already in existence in Snowflake.

Our marketing and business teams were now able to really go in and explore that data without needing to learn SQL or understand how to code. Segment basically allows for us to send in all different kinds of customer data. We're able to really get to this more holistic view of our customers by kind of stitching those all together into this unified user profile that our marketing and business teams can then work with. Segment has also been really helpful with us in maintaining, a layer of data governance over all of the web events that we're capturing from our website.

Now that we have Segment in place as our customer data platform, our marketing teams are able to log in to Segment, and they can self serve the creation of lots of different kinds of audience segments and journeys and send those audiences to one or more channels in a independent self serve way without ever really needing to, you know, submit a ticket to a technical team. At LegalZoom, using Segment and Snowflake together has really enabled us to target our customers in a much more precise way, make sure that they're getting more tailored and customized and coordinated, marketing experiences through all of our different channels.