扫雪车：利用第一方客户数据彻底改变您的客户互动策略.pdf

1、Revolutionize your Customer Engagement With First Party Customer DataDatabricks2023Hello Im Yali!Data enthusiast Worked in data all my career Back in 2012 I got very excited about the possibilities around 1st party customer data.This led me to co-found Snowplow,where I am CPO 11 years later-Im still

2、 very excited about 1st party customer data!So what is Snowplow?Create 1st party customer data for AI and analyticsAI is changing the way we,consumers,do everythingWe all very different from one anotherAnd our intentions vary enormously over timeAI offers us as businesses the ability to recognize th

3、ose differences and personalize experiences accordingly.Consumers want personalization of consumers expect companies to deliver personalized interactionsof consumers get frustrated when shown/recommended products that are not relevantof consumers are more likely to make repeat purchases from compani

4、es that personalize71%76%78%Source:Mckinsey 2021,The value of getting personalization right-or wrong-is multiplyingPersonalization depends on dataMore data beats clever algorithms,but better data beats more dataPeter Norvig1st party customer data is high performance fuel for personalizationIt is exp

5、lanatory,predictive,and tells us about user intention over timeSearch for renters Insurance on Google on iPhone 13 Pro in AustinView products categoryScroll 50%Toggle filter for renters insuranceOpen 2 coverages in new tabsScroll to price on tab 2 and close pageCycle through options on other tabsAdd

6、 coverage from tab 1 to basketNo activity until next monthOpen homepageEnter claim for water damageRate 5 star experienceCheckout with coverageRenews next yearSo what does a solid data foundation for personalization look like?This enables rapid feature engineeringEvent IDCustomer IDSeg 1Seg 2Seg 3Se