Canva 与 Fivetran 的 360 度客户视图
技术
- 分析与建模 - 大数据分析
- 平台即服务 (PaaS) - 应用开发平台
适用行业
- 建筑物
- 水泥
适用功能
- 产品研发
- 销售与市场营销
用例
- 行为与情绪追踪
- 楼宇自动化与控制
服务
- 云规划/设计/实施服务
- 数据科学服务
关于客户
Canva 是一种在线设计和发布工具，旨在让世界上的每个人都能设计任何东西并在任何地方发布。作为一家规模化公司，它提供三种不同的服务级别：免费、专业和企业。公司的成功取决于其识别目标、了解其行为以及在正确的时间在正确的平台上传递正确信息的能力。这需要全面了解 Canva 数字资产和第三方平台（例如 Google、Facebook 以及其他社交媒体和 SaaS 工具）的客户行为。
挑战
Canva 是一种在线设计和发布工具，面临着在三个服务级别（免费、专业和企业）扩大客户群的压力。销售、营销和参与团队需要确定目标，了解他们的行为，并在正确的时间在正确的平台上传递正确的信息。这需要跨 Canva 的数字资产和第三方平台（例如 Google、Facebook 以及其他社交媒体和 SaaS 工具）对客户进行 360 度视角。主要挑战是缺乏比较洞察力。无法根据 Google 数据或任何其他平台分析 Facebook 数据。构建点对点架构来将数据拉入竞争平台将是混乱且维护成本高昂的。定制的解决方案按预期运行，但对连接更多数据源的连接器的需求不断增长，并且构建这些连接器所需的时间和资源不可扩展。
解决方案
Canva 数据平台主管 Greg Roodt 决定构建一个中心辐射型数据管道，将所有内容放入中央数据仓库。在研究了数据集成市场后，他选择了 Fivetran，因为它可以轻松地设置与流行的营销、销售和参与平台的连接器。 Canva 现在使用 Fivetran 将营销和销售分析从云中的数十个平台提取到由 Snowflake 管理的公司数据平台。通过公司的商业智能工具 Looker 和 Mode Analytics 获得的见解使营销人员能够对参与度进行必要的调整并优化结果。来自 Fivetran 的 Google Adwords、Bing 和 iTunes 连接器的汇总信息可以与来自各种 Canva 数字资产的第一方数据相结合，提供完整的 360 度客户视图。添加连接器非常简单，如果需要，可以在几天内创建自定义连接器。
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