Making data usable: From the warehouse to marketing and CRM
A data warehouse is your company's central memory. But often, the insights stored there remain isolated and inaccessible to the marketing team in their day-to-day operations. Without automated interfaces, campaigns are often based on outdated CSV exports or incomplete data.
zweipunkt closes the gap between your data infrastructure and operational tools. We are your data activation agency for the automation of customer data flows. We ensure that segments and scores (e.g. lead scoring) are available exactly where they generate revenue: in advertising platforms, CRM and marketing automation tools.
In the past, the introduction of a large customer data platform (CDP) software (such as Tealium or Segment) was considered the only solution. Today, companies have a choice. We provide impartial advice on which architectural approach is right for you:
1. Classic CDP (packaged CDP): All-in-one software that collects, unifies and distributes data. Useful if you don't yet have a robust data warehouse or if real-time streaming is your priority.
2. Composable CDP (reverse ETL): A modern, modular approach. Here, your existing data warehouse (e.g. BigQuery, Snowflake) serves as the basis. A lean activation tool synchronises the data directly into the end systems. This approach is often more cost-effective and prevents redundant data storage.
We automate the data flow:
Reverse ETL setup: Synchronisation of warehouse data in tools such as HubSpot, Salesforce or Google Ads.
CDP implementation: Evaluation and setup of enterprise CDPs (e.g. Tealium, Segment) or modular "composable" architectures.
Audience Sync: Technical creation of target groups for targeting and customer matching.
Lead scoring synchronisation: Transfer of calculated customer values (e.g. churn risk, potential) directly to the CRM for sales.
Profile consolidation: Merging of characteristics into a uniform profile (identity resolution).
Ad platform sync: Automated synchronisation via CAPI without manual upload.
The need arises when data is available but cannot be used operationally:
Manual processes: Recurring exports and uploads of lists take up valuable working time.
Outdated data: Marketing tools are not synchronised with the backend (e.g. newsletters sent to customers who have unsubscribed).
Inefficiency: Advertising is shown to customers who have already purchased the product (lack of exclusion targeting).
Compliance risks: Sensitive customer files are stored unprotected on local drives.
We combine technology with business objectives.
Data & compliance
Careful
handling is crucial when transferring customer data – especially in the context of Swiss data protection (nDSG) and international platforms. We implement technical filters (consent data only) and use standards such as hashing to securely prepare identifiers for transmission.
Technology
We seamlessly integrate modern activation tools into your stack. In doing so, we avoid new data silos: the "single source of truth" remains your central database; activation merely ensures distribution.
Marketing Enablement
The goal is for marketing to be able to use segments independently, without IT tickets. We train the team in how to use the tools so that campaigns can be launched more quickly.
Do I absolutely need CDP software? Not necessarily. If you already have a well-maintained data warehouse, the "reverse ETL" approach is often quicker to implement and cheaper than a large CDP suite. We will review your architecture.
Does it work in real time? That depends on the setup. Many reverse ETL processes run at intervals (e.g. hourly), which is usually sufficient for email marketing and ads. For true real-time use cases (e.g. website personalisation during a visit), we rely on specialised solutions.
What about data protection on US platforms? We provide support for technical protective measures (consent filters, data minimisation, hashing). The legal assessment is carried out by your data protection officer.
