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Condé Nast's Journey Mapping with Fivetran: A Case Study
技术
- 平台即服务 (PaaS) - 应用开发平台
- 机器人 - 并联机器人
适用行业
- 建筑物
- 消费品
适用功能
- 销售与市场营销
用例
- 行为与情绪追踪
- 牲畜监测
服务
- 系统集成
挑战
康泰纳仕 (Condé Nast) 是一家全球媒体领导者，拥有 37 个品牌，覆盖数百万消费者，面临着管理和货币化其数字资产生成的数万亿数据点的挑战。该公司缺乏管理和维护数据集成源的中央机制，导致下游消费者无法轻松获取数据。在全球范围内集成更多资源的需求持续增长，而使用自定义脚本将数据拉入数据湖的成本却令人望而却步。每个营销技术平台都有自己的 API、数据结构和其他需要自己的自定义脚本的属性。动态创建连接器并持续管理它们是不可扩展的，这给公司带来了重大挑战。
关于客户
康泰纳仕是全球领先的媒体，旗下拥有《Vogue》、《GQ》、《纽约客》、《名利场》、《连线》、《建筑文摘》(AD) 和《Bon Appétit》等杂志。该公司的 37 个品牌通过印刷品覆盖了 7200 万消费者，通过数字渠道覆盖了 4.42 亿消费者，通过社交平台覆盖了 4.52 亿消费者。全球数亿人通过公司的数字资产消费康泰纳仕的内容，生成数万亿个数据点以及对他们的需求的潜在洞察。该公司的目标是提供强大、个性化和相关的体验，为人们带来信息和愉悦，同时开辟新的、可持续的收入来源。
解决方案
为了应对这一挑战，康泰纳仕实施了 Fivetran 的数据集成解决方案。选择该解决方案是因为其直观的控制、庞大的连接器库和白手套服务。 Fivetran 自动将数据从数十个分散的来源提取到 Delta Lake，在那里数据被转换并分为三层：金级、银级和铜级，以便在 Qlik、Mode 和 Databricks SQLA 中进行分析。这种细分允许团队通过 Fivetran 维护源头的更改以及他们向业务公开的内容。当新的数据源需要连接时，团队只需在 Fivetran 仪表板中输入凭据，数据就会开始流动。该解决方案使 Condé Nast 能够自动将数据从第一、第二和第三方来源迁移到公司的 Lakehouse、Databricks 上的 Delta Lake。
运营影响
数量效益
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