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That's a great point. On similar vein, marketing teams too are increasingly data driven and would tools like Braze, CustomerIO etc to run personalized data driv
by soumyadeb 6y ago
That's a great point. On similar vein, marketing teams too are increasingly data driven and would tools like Braze, CustomerIO etc to run personalized data driven campaigns. Support teams are using tools like GainSight
All these tools need to be fed data about user behavior - from apps, server backends, other tools etc. It's a messy data connection problem, not just one way from SaaS to warehouse. Mobile App->SaaS; SaaS->SaaS; Warehouse->SaaS; SaaS->Warehouse and so on.
- shostack 6y agoDon't forget the challenges around identity resolution and privacy compliance to properly join it all up effectively and accurately.
- soumyadeb 6y agoIndeed. Even when you have the full identity graph in warehouse and just want to assign a cannonical-ID (by doing a transitive closure), it is not easy in SQL. We wrote a blog on it (sorry for the shameless plug) https://rudderstack.com/blog/identity-graph-and-identity-resolution-in-sql/ https://rudderstack.com/blog/identity-graph-and-identity-res... Creating the ID graph is a next level problem altogether!!. How do you know a record in Salesforce is the same as the anonymous visitor on your website. Requires joining across at-least 3 (possibly more IDs) - anonymousID, userID email (if the user signs up) and Salesforce record email. Should the data pipe do this automatically? If not, what API abstraction should be exposed to the user?