Many companies have embraced event-driven architectures and microservices to power their technology stacks. This approach brings many benefits: faster releases, better scalability, and the agility to adapt to changing business needs.
But when it comes to sophisticated marketing initiatives, these same companies often face a significant challenge: effectively storing, analyzing, and leveraging vast amounts of customer data across their entire ecosystem.
The marketing data problem
While event-driven architectures excel at processing real-time data and maintaining service independence, they weren't designed to handle the comprehensive data analysis that modern marketing teams require.
Today's marketers need access to a complete customer view that can be analyzed across multiple dimensions. Customer data combined with non-contact information, such as past purchase details, content affinities, or product catalogs, can be leveraged for sophisticated targeting and personalization.
Many event-driven organizations try to solve this using a traditional event-driven CDP. While a data pipeline CDP is great for moving data around in an organization, these platforms often fall short when it comes to advanced segmentation, AI, and data insights.
Their restricted data models and focus on event-driven data points create artificial barriers that prevent marketing teams from utilizing their organization's full data potential.
Other organizations have attempted to solve this problem with a composable approach focused on a cloud data warehouse (CDW). CDWs are the easiest tool available for storing and operationalizing data in a transparent and accessible manner to your business.
But what if your organization doesn’t have a cloud data warehouse, or you just don’t have the resources to set up a CDW right now?
Announcing Simon Data's hybrid deployment: The best of both worlds
Simon Data's hybrid deployment provides a unique solution that combines the benefits of your event-driven architecture with the power of a composable CDP backed by a cloud data warehouse (CDW).
This Snowflake CDW is managed and administered by Simon Data but fully transparent and available to your organization with access and role controls. This hybrid approach allows you to maintain your existing microservices architecture while giving your marketing team the necessary data capabilities.
What are the key benefits of Simon's Hybrid Deployment?
1. Unlimited data flexibility
Simon Data's platform accepts any data type without requiring a rigid schema, so it will quickly plug into your existing tech stack while getting the full benefits of a CDW to store and process large amounts of contact and non-contact data like product catalogs. That data is available to the entire organization, just as a traditional CDW would be.
2. Comprehensive data storage and access
The platform maintains both real-time event streams and historical views of your business objects. This means you can send:
- Customer behavioral events
- Profile updates
- Product catalog changes
- Inventory information
- Any other relevant business data
3. Transparent data architecture
Simon Data breaks away from the "black box" approach of traditional CDPs by:
- Providing full access to your stored data
- Enabling SQL-based exploration of raw data and customer 360 views
- Making all marketing-generated segments and insights available back to your broader ecosystem
4. AI-enhanced data enrichment
The platform goes beyond simple data storage by:
- Generating AI-powered customer attributes
- Creating new insights from existing data
- Making enriched data available throughout your tech stack
Real-world implementation
Marketing teams can leverage the platform to:
- Build complex customer attributes
- Create derived events
- Design hyper-granular segments
- Power real-time personalization campaigns
- Conduct ad-hoc analysis for campaign planning
All of this can be accomplished while maintaining the benefits of your event-driven architecture.
Cost-effective data usage
Having to decide between collecting data you may want to use in the future, and the per-user or per-event cost defeats the benefits of a composable CDP. With Simon, costs are based on the data you actually use. This means:
- No need to pre-evaluate which data points might be valuable
- Freedom to send all potentially useful data
- Charges aligned with actual value delivery
- Better ROI on your marketing technology investment
Your marketing team can be nimble and creative and create a data ecosystem that benefits the entire organization. As your marketing team uses the platform, they create valuable data assets that can be shared across your organization:
- Segment definitions and contact-level membership
- Customer insights and attributes
- AI-generated data points
- Campaign performance metrics
This democratization of data helps break down silos and ensures that marketing insights enhance your entire business operations.
How’s Hybrid Deployment fits in your stack
Implementation is straightforward and designed to work seamlessly with any existing event-driven architecture:
- Event collection
- Send events via server-side endpoint or client-side collection
- No rigid schema requirements
- Support for both immutable events and change logs
- Data processing
- Automatic aggregation into customer 360 views
- Maintenance of full historical event streams
- Creation of live, materialized tables for current state
- Data access
- SQL environment within the Simon application
- Access to raw events, aggregated data, and derived insights
- Support for both ad-hoc analysis and production use cases
Ready to get started?
For companies built on event-driven architectures, Simon Data's Hybrid deployment offering represents the perfect bridge between efficient service architecture and sophisticated marketing capabilities. It provides the comprehensive data access marketing teams need while maintaining the benefits of your existing tech stack.
By combining unlimited data flexibility, transparent architecture, AI-powered enrichment, and usage-based pricing, Simon Data enables your marketing team to leverage every available data point for better customer experiences and improved business outcomes.
Ready to take your marketing personalization to the next level? Take a virtual tour of Simon Data.