AWS Partner Network (APN) Blog
Maximize Marketing Impact with an AI-Driven Composable CDP powered by GrowthLoop and AWS
By Harmeet Nandrey, Global Partner Solutions Architect, AdTech/MarTech, AWS
By Jas Singh, Enterprise Solutions Architect, AWS
By Dakota Lovins, Partner Marketing Manager, GrowthLoop
 |
| GrowthLoop |
 |
Leveraging customer data effectively is essential to successful modern marketing. It empowers marketers to understand their audiences, tailor messaging and offers and improve customer experience. Marketers can create truly personalized, revenue-driving campaigns by having a single, comprehensive, and accurate view of customer data. However, creating this unified view of data to enable marketers is not easy.
Traditionally, organizations have relied on packaged customer data platforms (CDPs) to manage their customer data for marketing needs. However, these solutions are often difficult to implement and can be expensive. Moreover, these platforms typically require customer data to be imported into the system before it can be utilized for campaigns and analysis. This process can be time-consuming, less secure, and prone to creating data inaccuracies and data silos.
Organizations are now looking to adopt a more efficient and effective approach to marketing by activating data directly from Amazon Web Services (AWS), using a composable CDP approach that enables marketers to:
- Activate their customer data through targeted audience segments and cross-channel journey orchestration.
- Measure results in real-time and adjust strategies based on how the market evolves.
- Leverage AI-powered technology for continuous performance optimization.
This post will explore what a composable CDP is and why organizations are embracing this new approach to data activation. Additionally, it will explain how organizations can integrate GrowthLoop’s composable CDP platform with their existing AWS infrastructure to enable an AI-powered feedback loop for smarter campaign activation.
GrowthLoop is an AWS partner and AWS Marketplace Seller that combines the power of the Amazon Redshift data cloud with AI to transform how enterprises build audience segments, orchestrate cross-channel journeys, and iterate on campaign results.
The Limitations of Traditional CDPs
More than two-thirds of respondents to the 2023 Gartner Marketing Technology Survey say they’ve adopted a customer data platform. Despite widespread adoption, there are several challenges related to traditional packaged CDPs, including:
- Data is replicated across the CDP, data warehouse and other marketing platforms used by an organization. This creates additional data silos leading to incomplete or inconsistent data across sources and limiting the ability to deliver consistent messaging.
- The duplication of data to external sources can result in security risks and potential data compliance challenges.
- Lack of scalability and flexibility that discourages experimentation.
- High costs and lengthy implementation processes that significantly delay return on investment.
- The marketing team’s reliance on engineering teams to pull relevant customer data. This process slows marketers and diverts engineers from addressing more complex, business-critical problems.
These traditional solutions reduce marketing efficiency, personalization, and performance. Without a unified, comprehensive customer view, organizations are left to design campaigns based on fragmented data from different sources.
To resolve these challenges, organizations are now pushing for new solutions that simplify their operations, decrease costs, and give them complete access to their first-party data.
GrowthLoop’s Composable CDP on Amazon Redshift
GrowthLoop is a composable CDP powered by Amazon Redshift. GrowthLoop’s platform sits directly on top of Amazon Redshift’s data, using a single source of truth that eliminates the data management challenges found in traditional CDPs. This solution also allows marketing teams to leverage all their customer data in an intuitive, no-code interface – all without any data leaving their Amazon Redshift cloud data warehouse.
The ease of use of GrowthLoop’s composable platform allows marketers to self-serve data and helps them interpret results from campaigns without relying on data engineers or intricate SQL queries. As a result, marketers can segment audiences and activate complex, cross-channel journeys in hours instead of weeks or months.
Figure 1: GrowthLoop composable CDP on Amazon Redshift
Amazon Redshift helps organizations centralize all their marketing-related data in one place, while providing scalability and performance needed to adapt to evolving business needs. Then, GrowthLoop’s composable CDP acts as an activation layer on top of the Amazon Redshift, providing significant advantages over traditional packaged CDPs.
Organizations that adopt a composable CDP see several benefits, including:
- Accelerated time-to-value: If your company’s data is already in Amazon Redshift, you can activate the GrowthLoop platform in just a few minutes, creating instant ROI.
- Single source of truth: Since GrowthLoop’s platform sits directly on top of the Amazon Redshift, organizations don’t need additional data storage or copies. This creates a comprehensive, accurate data set that anyone in the organization can leverage.
- Self-service audience building and journey orchestration: GrowthLoop’s no-code, easy-to-use interface democratizes access to all your marketing data. That means marketing teams can swiftly build targeted audiences for any marketing channel and launch campaigns in minutes. Additionally, you can maximize the performance of your preferred marketing tools by seamlessly orchestrating cross-channel customer journeys across any destination.
GrowthLoop empowers organizations to unlock the full potential of their customer data through a dynamic, composable CDP. Organizations can easily integrate customer insights across various touchpoints, automate key workflows, and deliver hyper-targeted experiences.
Unlocking Success with GrowthLoop
Let’s explore some of the other standout features of GrowthLoop platform that can elevate your marketing efforts:
Harness the power of unified marketing and maximize ROI using The Loop
Marketing teams need to be able to accurately quantify how their efforts drive business results, including which channels and personalization tactics work best. But to do this, organizations must be able to combine channel, customer, and purchase data in the cloud for a true “full-picture” analysis.
GrowthLoop’s The Loop capability leverages data in a whole new way, all while allowing you to retain and integrate your existing technology investments without the need for a complete overhaul. Unified-loop marketing empowers teams to use their preferred tools as long as two things are in place:
- A single, unified customer data layer in the cloud data warehouse
- A composable CDP with the ability to loop campaign results back to the data cloud
With your data on Amazon Redshift and GrowthLoop’s composable CDP in place, your marketers can activate targeted campaigns across all channels and understand how marketing performance drives business outcomes. They can also accelerate marketing impact with AI insights and suggestions. This unified marketing loop helps your teams understand how specific channels and audiences directly impact business outcomes so they can strategize, pivot, and iterate for maximum return on investment (ROI).
Figure 2: The Loop to boost marketing impact
Unified-loop marketing allows teams to begin building audiences off of their single source of truth across channels and then learn from those campaigns for more informed and quicker iteration. These insights – all sent back to the Amazon Redshift data cloud – unlock incredible potential for AI to amplify your marketing efforts.
With access to your organization’s specific collection of audience information, purchase data, and each individual audience’s response to channel-specific campaigns in Amazon Redshift, GrowthLoop’s AI can deliver a suite of recommendations – from segmentation improvements, to future channel selection, to predictive analysis on which campaigns are likely to be high-performers.
Natural language audience segmentation, powered by Amazon Bedrock
GrowthLoop’s advanced Computed Attributes feature, powered by AWS and built on Amazon Bedrock, enables marketers to use natural language to create audience segments. A marketer simply types out the attributes they hope to use for audience segmentation or personalization and the system will use Amazon Bedrock to create the exact computed fields automatically.
Figure 3: Computed Attributes using Amazon Bedrock
Consider a marketer who needs to target customers who have made between one and five purchases over the last year. Creating the right audience segment from first-party data can be challenging without dedicating time and resources to write custom SQL. But with generative AI-powered Computed Attributes, a marketer can simply type in, “has between 2 and 10 purchases over the last 12 months,” and GrowthLoop’s audience builder will immediately generate the computed fields for the marketer to use in their audience segment or campaign customer journey. This allows marketers to execute highly personalized, data-driven marketing campaigns in a fraction of the time with significantly less overhead. Plus, all audience information is fed back into the unified loop, so results continue to improve.
Conclusion
In today’s rapidly evolving digital world, organizations must take full control of their first-party data to maximize its value. Traditional solutions often made it challenging to ingest, store, and activate data in Amazon Redshift at scale. However, with GrowthLoop’s composable CDP layered on top of your data on Redshift, marketers can easily activate campaigns and journeys. They can measure results and continuously optimize their strategies with AI, delivering unparalleled efficiency and results. GrowthLoop seamlessly integrates with existing AWS infrastructure and other marketing tools, allowing organizations to quickly realize value and create a unified loop that is constantly learning and improving.
To get started with GrowthLoop, request a demo today.
.
.
GrowthLoop – AWS Partner Spotlight
GrowthLoop is an AWS Partner that combines the power of the Amazon Redshift data cloud with AI to transform how enterprises build audience segments, orchestrate cross-channel journeys, and iterate on campaign results.