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Imperfect Foods Boosts Reactivations by 53% with Fivetran Integration
Technology Category
- Platform as a Service (PaaS) - Application Development Platforms
- Sensors - Liquid Detection Sensors
Applicable Industries
- Cement
- Food & Beverage
Applicable Functions
- Procurement
- Sales & Marketing
Use Cases
- Time Sensitive Networking
- Usage-Based Insurance
The Challenge
Imperfect Foods, an online grocer dedicated to eliminating food waste, faced a significant challenge in managing and utilizing its vast customer data. With hundreds of thousands of customers and an increasing number of data sources, the company struggled to act on this information effectively. The lack of a centralized view of the customer data made it difficult to understand what traits led to high-value customers or what factors influenced customers to order. Imperfect Foods needed a way to consolidate all of its customer data across its entire data stack to leverage it for marketing activation to increase signups and product usage. The company was also limited on engineering resources, which further complicated the situation.
About The Customer
Imperfect Foods is a leading online grocer founded in 2015 with a mission to eliminate food waste and build a better food system. As a Certified B Corporation™, the company works directly with farmers and producers to rescue food and deliver it right to customers’ doors. To date, Imperfect Foods has rescued more than 159 million pounds of food from lesser outcomes. The company offers a fully customizable service that is more affordable, and more environmentally friendly, than the average trip to the grocery store. With hundreds of thousands of customers, Imperfect Foods has a vast amount of customer data that it needed to manage and utilize effectively.
The Solution
Imperfect Foods turned to Snowflake, Fivetran, and Hightouch to create a continuous flow of data. Snowflake was chosen as a centralized data platform to consolidate all customer data. The simplicity and ease of use of the platform played a crucial role in the decision. With Snowflake, Imperfect Foods could build robust data models around order data, marketing spend, marketing attribution, etc., empowering the marketing team to deliver more personalized engagements and understand the impact of their efforts on business growth. Fivetran was used to automate data pipelines, ingesting customer data from various disparate sources, including backend databases, customer surveys, accounting and inventory data, and spreadsheet data. Fivetran underpinned Imperfect Foods' entire data stack, increasing the power of Snowflake. Hightouch was used for data activation, allowing Imperfect Foods to automatically sync customer data in near real-time to Iterable for lifecycle marketing, and various ad platforms for lookalike audiences and retargeting.
Operational Impact
Quantitative Benefit
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