“Digital-native companies have elevated consumer expectations, and the entire world has to follow that trend.”
“You want to create intelligence where all your data resides. Where you keep all your customer data and where you create the intelligence are super important, and you need a true CDP to do that.”
Many large enterprises today are challenged to deliver the level of personalized engagement their customers want. Digitally native companies such as Facebook, Netflix, and Uber have transformed consumer expectations. Netflix, for example, tracks viewing habits and uses that data to recommend shows. Uber uses customer-movement data to predict where cars will be needed and then preposition them to reduce customer wait times.
Pankaj Tibrewal, VP of product at Arm Treasure Data, says, “Digital-native companies have elevated consumer expectations, and the entire world has to follow that trend.” To develop that kind of personalized approach to their customers, enterprises must be able to collect large amounts of different data types from many different sources, put all that data in one place, and then make it actionable. Tibrewal says there are two aspects of this process that are particularly challenging for many large enterprises:
1. Scale of data. “These are companies with tens or hundreds of millions of customers,” he explains, “and they can have many thousands of customer touchpoints. This kind of undertaking generates huge amounts of data.” So a fundamental requirement is a data platform with tremendous capacity to scale.