Customer 360 Analytics and the Data Warehouse
The 360-degree customer view is the Holy Grail of B2C marketers, often sought but frequently unattainable. Companies that aspire to the Customer 360 view seek to aggregate and unify customer interaction touchpoints -- from online transactions and social media and forums to physical touches to third-party interactions to customer suport and service -- to better meet demand and personalize the customer experience.
In the not-too distant past, interactions were largely limited to physical touch points or the phone. With the explosion of new interaction platforms, the job of aggreggating these disparate data sources has proven to be difficult. To really get a handle on all this data, modern B2C marketers need to enagage with data management, data storage, data analytics, and often ML and BI tools to merge, unify, and then analyze these transactions to drive business insight.
Snowflake and Customer 360
The number of tools deployed in the average Martech stack has exploded from just a few to more than 90 SaaS applications. Marketers have struggled to consolidate these disparate data sources to both quickly react to customer behavior and also to report internally on performance.
Snowflake solves this challenge with the cloud-built marketing data warehouse, which collects and unifies all customer data points -- semi-structured or structured -- into an easy-to-query SQL data warehouse that integrates with leading data analytics, BI, ML, and data management tools. This allows marketers to eliminate data silos and react to customer behavorial trends with timely and personalized campaigns.
With a holistic, omnichannel customer 360 view across all touchpoints, marketers can build customer 360 use cases and brand experiences that result in increaded loyalty and repeat purchases.