International CPG Brand Leverages Sigma to Drive Growth
Company Size
1,000+
Product
- Sigma
- Snowflake
- Tableau
Tech Stack
- Cloud Data Warehouses
- SQL
- Spreadsheets
Implementation Scale
- Enterprise-wide Deployment
Impact Metrics
- Customer Satisfaction
- Productivity Improvements
- Revenue Growth
Technology Category
- Analytics & Modeling - Big Data Analytics
- Functional Applications - Enterprise Resource Planning Systems (ERP)
- Platform as a Service (PaaS) - Data Management Platforms
Applicable Industries
- Consumer Goods
Applicable Functions
- Business Operation
- Sales & Marketing
Services
- Data Science Services
- System Integration
About The Customer
A major international consumer packaged goods (CPG) brand with more than $6 billion in revenue relies on customer data provided during product registration to engage with customers and drive growth through repeat business. The brand aimed to analyze its 300 million row dataset by product information and customer cohorts to enable the marketing team to target customers with personalized email campaigns. They also wanted to identify which campaigns drove the most business and which led customers to opt out, limiting the brand's ability to grow through its existing customer base.
The Challenge
The BI team of a major international CPG brand faced scale limitations with Tableau, which often caused analyses to fail. This prevented the team from providing the necessary data to create customer profiles and a functional customer database. As a result, data had to be extracted from Snowflake via SQL queries for analysis in Excel, but these datasets were constrained due to Excel's scale limitations. The marketing team lacked insight into email campaign performance and could not develop accurate customer profiles or a searchable customer database. Customers were opting out of email communication because the emails were not relevant, leading to lost revenue opportunities from upsells, cross-sells, and repeat business.
The Solution
With Sigma, the marketing team now has a comprehensive customer database that they can rapidly filter to create customer cohorts and highly targeted, personalized campaigns that drive revenue for the brand. Sigma was purpose-built for Snowflake and cloud data warehouses, providing the marketing team with direct access to live data in Snowflake. This ensures that everyone is always working with the same current data, eliminating stale extracts, data sprawl, and conflicting insights. Sigma's cloud-native solution delivers unlimited scale at cloud speed, allowing the marketing team to easily analyze and filter billions of rows of customer data without rendering or latency delays. Sigma's spreadsheet interface makes iterative data exploration accessible to anyone, especially those accustomed to analyzing data in spreadsheets. The marketing team can now analyze data and create pivot tables in Sigma, enabling them to quickly create customized campaigns that convert to sales.
Operational Impact
Quantitative Benefit
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