Redpoint + Snowflake + SFMC

Architecture Summary

This document presents a reference solution architecture for integrating Redpoint Global's Customer Data Platform (CDP) with Snowflake's cloud-based data warehousing and analytics platform, and Salesforce Marketing Cloud (SFMC). The goal of this integration is to leverage the strengths of each platform, facilitating a seamless movement of unified customer data from Redpoint CDP using Snowflake’s data warehousing and connecting Salesforce Marketing Cloud for personalized and timely customer messages via email.

This document gives a comprehensive overview of the technical and strategic aspects that help our internal users, partners, and clients to effectively combine customer data, draw valuable insights, and make data-driven decisions with unparalleled speed and accuracy. The architecture aims to enhance data utilization across platforms, improve data governance and security, and provide a trustworthy source of information for customer data.

Snowflake's features for data warehousing let organizations handle, store, and examine enormous amounts of customer data in a quick and adaptable way, helping them to get immediate insights and customize customer experiences. By linking Redpoint CDP with Snowflake, businesses can make the most of their customer data, spur innovation, and gain an edge in today's market that relies on data. In addition, by using Salesforce Marketing Cloud, businesses can boost communications sent through the email channel, further improving the customer experience.

Example use cases

• Unified customer view for personalized campaigns across multiple channels

• Advanced customer segmentation for targeted outreach

• Real-time customer insights for immediate action

• Predictive analytics to forecast customer behavior

• Simplified data governance and compliance management

• Enhanced data security and privacy controls

• Scalable data storage for growing customer data volumes

• Personalized customer journeys

• Real-time triggered campaigns

• Experience optimization

• Customer lifecycle management

Logical diagram

Key components and roles

• Redpoint CDP

  • Unified profile of individuals

  • Identity resolution with key persistence

  • API-accessible single customer views

  • Audience definition / segmentation

• Snowflake

  • Data warehouse and storage

  • Secure data sharing

  • Data governance

  • Data modeling

  • Scalable point of data integration

• Salesforce Marketing Cloud

  • Orchestration

  • Personalized email messaging

  • Real-time engagement - triggered message sends

Data flows

Why does this architecture/solution make sense?

In this architecture, Redpoint CDP is the core platform for collecting, unifying, and enriching customer data, serving as the single source of truth for customer data, both getting data from and storing data in Snowflake. Snowflake is the robust and scalable data storage and processing engine, enabling efficient data warehousing, advanced analytics, and secure data sharing. By connecting these two platforms, organizations can ensure a seamless data pipeline that leverages the strengths of each system.

Redpoint CDP can collect and enhance customer data from various sources, and it has powerful features for matching and managing the data quality, ensuring that reliable and high-quality customer profiles are readily available. Snowflake's cloud-based design and immense scalability allow it to store and process large amounts of customer data, enabling it to deliver real-time analytics and insights.

This combination allows organizations to get rid of data isolation, achieve a complete view of their customers, and make decisions based on data with outstanding speed and precision. By using Snowflake's data sharing features, organizations can securely share customer insights internally and externally, fostering collaboration and innovation. Moreover, the integrated solution helps organizations maintain data governance and compliance with global data privacy rules, as both platforms prioritize data security and privacy.

The combination of Redpoint CDP and Snowflake provides a powerful and complete customer data management and analytics solution that allows for customized customer engagement, enhances marketing strategies, and facilitates business growth in today's data-driven world.

Salesforce Marketing Cloud makes outbound communications easier by providing consistent marketing campaigns, personalized customer journeys, and unified messaging. This way, all communications are clear, enhancing customer engagement. Also, Salesforce Marketing Cloud gathers important marketing outcome data from these interactions and sends it to Redpoint CDP. This improves the CDP, showing a complete view of customer behaviors and allowing better changes to engagement strategies. Salesforce Marketing Cloud and Redpoint CDP work together as a smooth, data-driven communication system that meets modern marketing needs.

Business Benefits

1. 360-Degree Customer View: By integrating Redpoint CDP, Snowflake, and Salesforce Marketing Cloud, organizations can achieve a comprehensive, unified view of their customers, enabling them to deliver highly personalized experiences, improve customer satisfaction, and increase customer lifetime value.

2. Enhanced Data-Driven Decision Making: Leveraging the combination of Redpoint CDP's data unification and enrichment capabilities with Snowflake's advanced analytics and real-time data processing, along with Salesforce Marketing Cloud’s outbound email channel execution and disposition data feedback, empowers businesses to make informed, data-driven decisions that drive growth, optimize marketing strategies, and improve operational efficiency.

3. Scalability and Performance: Snowflake's cloud-based architecture and near-infinite scalability, coupled with Redpoint CDP's robust data management capabilities, allow organizations to efficiently store, process, and analyze massive volumes of customer data, ensuring optimal performance and the ability to grow with the business. Integrating Salesforce Marketing Cloud for outbound delivery further increases the resources of the platform and by proxy extends the scalability and performance.

4. Secure Data Sharing and Collaboration: Snowflake's secure data sharing features, combined with Redpoint CDP's data governance and compliance capabilities, enable organizations to safely share customer insights across departments and with external partners (Salesforce Marketing Cloud and others), fostering collaboration, innovation, and data-driven decision-making.

5. Reduced Data Silos and Improved Efficiency: By integrating Redpoint CDP, Snowflake, and Salesforce Marketing Cloud, businesses can break down data silos, streamline data management processes, and reduce the time and effort required to derive valuable customer insights. Additionally, by using Salesforce Marketing Cloud as the delivery platform, business users can standardize on an email infrastructure, as well as benefit from the easy integration with Redpoint CDP and Snowflake.
   

Technical Benefits

1. Unified and Enriched Customer Data: Redpoint CDP's advanced data unification and enrichment capabilities consolidate customer data from various sources, creating a single, comprehensive view of each customer and enhancing data quality for accurate analysis and targeting.

2. Scalable and High-Performance Data Warehousing: Snowflake's cloud-based architecture and near-infinite scalability enable organizations to store, manage, and process massive volumes of customer data efficiently, ensuring optimal performance and the ability to handle growing data needs.

3. Real-Time Data Processing and Analytics: Snowflake's real-time data processing capabilities, combined with Redpoint CDP's data streaming features, allow organizations to analyze customer data and derive actionable insights in real-time, enabling faster decision-making and more responsive customer engagement.

4. Seamless Data Integration and Connectivity: The integration between Redpoint CDP and Snowflake is streamlined, leveraging Snowflake's ODBC and JDBC drivers for efficient querying and data transfer. Salesforce Marketing Cloud’s APIs and webhooks further extend seamless data integrations. This simplifies the process of connecting the platforms and reduces the complexity of managing data pipelines, saving both time and resources.

5. Robust Data Security and Compliance: Both Redpoint CDP and Snowflake prioritize data security and privacy, offering advanced security features such as encryption, access controls, and data governance tools to protect sensitive customer data and ensure compliance with global data privacy regulations.

6. Collaborative Data Sharing and Accessibility: Snowflake's secure data sharing capabilities allow organizations to easily share customer data and insights across departments and with external partners, such as Salesforce Marketing Cloud.

7. Simplified Data Governance and Lineage: The combined solution simplifies data governance by providing tools for data lineage tracking, data cataloging, and metadata management. This ensures that data is consistently and accurately defined, making it easier to maintain data quality, comply with regulations, and track data usage across the organization.

Overall architectural considerations

Customers can choose from different options for the creative and journey aspect of messaging. The decision depends on their personal taste and what suits them best:

• With an out-of-the-box connector provided by Redpoint, segmented lists created in Redpoint can be transferred directly into the Salesforce Marketing Cloud tools, where the creative and journey creation can then take place.

• Alternatively, Redpoint can directly build and manage creative and customer journeys within the Redpoint tool set, and Salesforce Marketing Cloud can then deliver these ready-made messages through another out-of-the-box connector Redpoint provides for this approach.