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Red Ventures Enhances Client Support Through Data and AI
技术
- 分析与建模 - 机器学习
- 应用基础设施与中间件 - 数据交换与集成
适用行业
- 教育
- 设备与机械
适用功能
- 销售与市场营销
用例
- 预测性维护
- 时间敏感网络
服务
- 数据科学服务
- 系统集成
挑战
Red Ventures (RV) 是一家专注于对人们的生活和社区产生积极影响的跨国公司，在有效管理营销数据方面面临着挑战。该公司的 Red Digital 部门提供端到端效果营销服务，帮助企业对消费者 (B2C) 服务提供商吸引新客户。为了给客户带来更大的价值，RV 需要及时利用数据洞察来吸引合适的消费者。然而，事实证明，在单独的云环境中维护每个客户的数据并集成每个客户的数据以进行机器学习预测是一项乏味且耗时的任务。数据工程师必须编写自定义脚本来为每个客户获取数据，这并不能有效利用他们的时间和技能。
关于客户
Red Ventures 是一家全球性公司，致力于对人们的生活轨迹及其所接触的社区产生积极影响。该公司的 Red Digital 部门旨在为营销客户提供比以前更高的投资回报。 RV 提供端到端绩效营销服务，帮助企业对消费者 (B2C) 服务提供商吸引新客户。该公司使用现代、可扩展的数据解决方案来优化搜索活动、社交活动、展示和登陆页面，从而将漏斗顶部的营销线索转化为客户的回头客。
解决方案
为了应对这一挑战，RV 实施了 Databricks 来扩展数据工程管道并加快洞察速度。该公司还使用 Fivetran 进行数据摄取，并使用 dbt™ 进行数据转换。 Databricks 成为执行 RV 最繁重计算任务的引擎。对于每个客户端环境，RV 设置了专用的 Databricks 工作区、Fivetran 连接器和 dbt™ 项目，只有指定的员工才能访问。所有这三种解决方案都将数据输入机器学习管道，以驱动客户广告支出预算等功能。 RV 还将点击数据、事件视图、页面视图、滚动深度等接收到其仓库中，从而简化和自动化其 ETL 工作负载。
运营影响
数量效益
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