Redpoint + Snowflake + Tealium

Architecture summary

In this reference solution architecture document, we present a strategic framework for integrating Redpoint Global's Customer Data Platform (CDP) with Snowflake's cloud-based data warehousing and analytics platform along with Tealium's customer data orchestration platform. This integration is designed to leverage the strengths of each platform, facilitating a seamless flow of unified customer data from Redpoint CDP to Tealium for data orchestration.

By outlining the technical and strategic considerations, this document serves as a comprehensive guide for our internal users, partners, and clients, empowering them to effectively unify customer data, derive actionable insights, and make data-driven decisions with unparalleled speed and accuracy. The architecture aims to optimize data utilization across platforms, enhance data governance and security, and provide a single source of truth for customer data.

With Snowflake's scalable and high-performance data warehousing capabilities, organizations can efficiently store, manage, and analyze massive volumes of customer data, enabling real-time insights and personalized customer experiences. By integrating Redpoint CDP with Snowflake, businesses can unlock the full potential of their customer data, drive innovation, and gain a competitive edge in today's data-driven landscape. Additionally, by incorporating Tealium, businesses can enhance interactions across multiple channels, including email, SMS, and mobile apps, further enriching the customer experience.

Example use cases

• 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

• Experience optimization

• Customer lifecycle management

• Support for predictive analysis

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

• Tealium

  • Tag management

  • Data orchestration between properties

  • Consent management

Data flows

Why does this architecture/solution make sense?

In this architecture…

• Redpoint CDP acts as the central hub for customer data collection, unification, and enrichment, serving as the single source of truth for customer data, both consuming data from and persisting data within Snowflake.

• Tealium functions as the circulatory system, ensuring that these insights are delivered to the right places in a timely and compliant manner.

• Snowflake functions as the robust and scalable data storage and processing powerhouse, enabling efficient data warehousing, advanced analytics, and secure data sharing. By integrating these two platforms, organizations can create a seamless data pipeline that leverages the strengths of each system.

Together, these platforms enable organizations to create a seamless flow from data collection to insight generation to action, facilitating a holistic approach to customer data management that is both agile and compliant with global data privacy standards.

Redpoint CDP's ability to collect and refine customer data from various sources, coupled with its advanced identity resolution and data quality management capabilities, ensures that high-quality, unified customer profiles are readily available. Snowflake's cloud-based architecture and near-infinite scalability allow for the storage and processing of massive volumes of customer data, enabling real-time analytics and insights.

This integration empowers organizations to break down data silos, achieve a holistic view of their customers, and make data-driven decisions with unparalleled speed and accuracy. By leveraging Snowflake's data sharing capabilities, organizations can securely share customer insights across departments and with external partners, fostering collaboration and innovation. Moreover, the combined solution helps organizations maintain data governance and compliance with global data privacy regulations, as both platforms prioritize data security and privacy.

The Redpoint CDP + Snowflake architecture creates a powerful, end-to-end customer data management and analytics solution that drives personalized customer experiences, optimizes marketing strategies, and fuels business growth in today's data-driven landscape.

Business benefits

• Enhanced Customer Experiences: By leveraging the strengths of Redpoint CDP and Tealium together, organizations can maintain complete data visibility for highly personalized and consistent customer experiences across all touchpoints. This personalization is key to building customer loyalty and increasing customer lifetime value.

• Agility in Customer Engagement Strategies: The combined use of these platforms allows businesses to quickly adapt their marketing strategies in response to changing customer behaviors and market conditions, maintaining relevance and competitiveness.

• Data-Driven Decision Making: With comprehensive insights derived from unified customer data sourced from all points of engagement, businesses can make informed decisions that drive growth and improve customer satisfaction.

• Compliance and Data Governance: The architecture supports robust data governance and compliance with global privacy regulations, enabling organizations to manage legal risks and build trust with customers.

Technical benefits

• 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.

• Real-Time Data Orchestration: Tealium’s real-time data orchestration capabilities ensure that customer data and insights are dynamically distributed to where they are needed, enabling immediate and contextually relevant customer interactions.

• 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.

• 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.

• Seamless Data Integration and Connectivity: The integration between Redpoint CDP, Snowflake, and Tealium is streamlined, leveraging Snowflake's ODBC and JDBC drivers for efficient querying and data transfer. This simplifies the process of connecting the platforms and reduces the complexity of managing data pipelines, saving time and resources.

• Advanced Analytics and Machine Learning: Redpoint CDP’s advanced analytics and machine learning capabilities enable predictive modeling and segmentation, which can be leveraged through outbound service providers for sophisticated engagement strategies.

• 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.

• 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.

• 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

• Leveraging cloud databases wherever possible: Redpoint CDP is designed to sit on top of cloud databases including Snowflake. Leveraging these databases accelerates interoperability by providing a common, native point of interaction for technologies including Tealium.

  • Tealium: Connecting Snowflake | Data Viz tools | Tealium Docs

• Connecting CDP systems: Redpoint CDP can take feedback from ESPs (e.g., opt-outs) and pass those to Tealium AudienceStream.