Data Activation

“Is your most valuable data working for you on the front line?”

Mammoth Growth has established itself as a leader in leveraging data to drive business growth. In today’s digital era, simply collecting and reporting data isn't enough. Businesses demand more from their data stacks, not only to gather insights but also to actively engage and drive business processes. This is where Mammoth Growth’s Data Activation service steps in, transitioning data from a static asset in the warehouse to a dynamic driver of business decisions, particularly crucial for B2B and SaaS companies.

Activating your data is moving the data out of your reports and pushing it into the tools and systems where it’s needed - where decisions are being made. Put your data to work. You leverage your centralized data assets stored in your Data Warehouse, transforming it into a strategic asset.

Current State of the Data Activation Category

The landscape of data activation has undergone significant transformation, evolving from complex custom solutions to more accessible and configurable approaches. This evolution reflects broader trends in technology and business strategy, making data more integral and actionable across various business operations.

  • Reduction in Complexity: Previously, the requirement for extensive custom engineering to activate data made the process daunting and resource-intensive. Many organizations hesitated to embark on such projects due to the high costs and technical challenges involved.
  • Advancements in Technology: The emergence of reverse ETL (rETL) tools such as Segment, Hightouch and Census, marks a pivotal development in data activation technology. These tools have drastically simplified the task of linking data stored in warehouses with operational systems with complex APIs like those of Salesforce.
  • Increased Accessibility and Cost Efficiency: rETL tools have not only simplified data integration processes but have also made them more cost-effective. Now, businesses of all sizes can integrate their warehouse data into core business systems such as CRMs, Attribution, Lifecycle Marketing and A/B testing platforms without the need for heavy investment in custom code. This shift has democratized access to sophisticated data activation capabilities, previously available only to large enterprises with substantial IT budgets.
  • Impact on Business Strategy: The ability to configure and deploy data solutions more easily has reshaped business operations, enabling quicker responses to market dynamics and enhancing operational efficiency. The strategic value of data has been elevated, allowing companies to leverage detailed insights to drive decisions and streamline processes.

This current state represents a significant advancement in how businesses approach and utilize their data, moving away from bespoke, cumbersome projects to streamlined, scalable solutions that empower organizations to leverage their data more effectively and align it closely with their operational goals.

Why Customers Are Interested In Activating Their Data

The modern data warehouse has evolved beyond being just a storage space; it now serves as a critical hub, connecting the core data of companies with their operational tools. This integration is essential as companies increasingly rely on both real-time behavioral data from Customer Data Platforms (CDPs) and the more comprehensive data sets stored within their warehouses. The trend towards composable CDPs, where companies build customized solutions from various components rather than using a one-size-fits-all product, underscores the warehouse's role as a primary data source.

Why Clients Are Interested

Data Activation is becoming an indispensable part of every company’s data strategy. The shift from relying solely on dashboards, which are often not utilized for day-to-day decision-making, to embedding actionable, contextualized data directly within operational tools represents a fundamental shift in how data is consumed. By ensuring that data is available at decision points—whether in a CRM tool like Salesforce or a marketing automation platform—businesses can significantly enhance the utility and impact of their data.

Problems Solved

Data Activation addresses several key challenges:

  • Integration of Actionable Insights: Transforms static data into actionable insights within daily tools and workflows, enabling real-time and relevant decision-making.
  • Automation and Efficiency: Automates processes like creating opportunities in Salesforce, generating machine learning-driven lead scores, or flagging at-risk customers, thereby increasing operational efficiency and responsiveness.
  • Enhanced Customer Engagement: By pushing key information into customer support tools or lifecycle marketing platforms, companies can proactively manage customer relationships and improve retention.

Potential Business Value

The primary value of Data Activation lies in its ability to place crucial data at the front lines of business operations, not buried in seldom-used BI tools. By enabling data-driven decision-making where it’s most needed, Data Activation helps maximize the effectiveness of a company's data assets, leading to better customer engagement, increased sales, and more dynamic market responsiveness. The automation of data processes ensures that the most valuable data is working actively to drive growth and improve operational outcomes.

Example: Streamlining Sales Operations
Data Activation can transform how sales teams prioritize their efforts by integrating enriched lead scoring directly into their CRM systems. By leveraging data such as lead scores combined with additional metadata like total market value, sales teams can focus their time on leads most likely to convert, significantly enhancing efficiency. This targeted approach not only streamlines the sales process but also ensures that resources are allocated to high-potential opportunities, drastically improving the return on sales efforts.

Common Pitfalls In Activating Your Data Warehouse

A common misconception is that reverse-ETL (Extract, Transform, Load) tools, which are often used in Data Activation to move data from a warehouse to operational systems, are plug-and-play solutions that are quick and easy to implement. This mindset can lead to underestimated risks and insufficient preparations. Furthermore, there's a tendency to over-integrate by pushing excessive amounts of data into operational tools. Effective Data Activation should focus on integrating data that directly supports specific business outcomes, avoiding the complexity that comes with unnecessary data integrations.

Major Areas of Risk

Data Activation is a powerful method for leveraging data within operational systems, but it must be managed with precision to avoid significant risks:

  • Data Quality and Corruption: Ensuring the integrity of data being pushed into core systems like Salesforce is vital. Flaws, bugs, or duplicates can corrupt these systems, disrupting business operations extensively. The combination of poor data quality and system corruption can have catastrophic effects, demanding rigorous oversight.
  • Business Misalignment: Without a clear alignment to immediate business needs, data teams may build complex solutions that fail to deliver on key business promises. This misalignment can lead to wasted resources and diminished stakeholder trust.
  • Inconsistent Data: Data inconsistencies arise when different systems receive conflicting information. This can lead to errors in decision-making and reporting, undermining the reliability of data-driven insights.
  • Operational System Criticality: Data Activation transforms your data warehouse into a business-critical operational system, emphasizing the need for high uptime and reliability. The transition demands robust infrastructure and management practices to support continuous availability.

What’s at Stake?

Damaged Stakeholder Relationships

Failures in Data Activation projects can severely damage the trust between end users and the data team. Data corruption can disrupt daily operations and jeopardize the professional reputation of those relying on accurate data, leading to strained relationships and a lack of confidence in future initiatives.

Disconnection from Business Goals

A frequent pitfall is the lack of alignment between Data Activation projects and actual business objectives. This misalignment often results in mutual frustration: stakeholders feel the outputs are irrelevant, while data teams believe their solutions are underutilized. Such scenarios underscore the necessity of clear, goal-oriented project planning.

Operational Delays and Data Loss

Data corruption can necessitate rolling systems back to previous states, causing operational delays and potential data loss. The gap between the last data backup and the point of restoration might result in irreversible data loss, impacting decision-making and operational efficiency.

Email Automation Errors

Incorrect or poorly managed data can disrupt email automation processes, sending erroneous communications to clients. This not only confuses the recipients but can also harm the organization's reputation and erode customer trust.

Mammoth Growth’s Competitive Advantage

Superior Planning with Roadmap Integration

Mammoth Growth’s strategic planning is anchored in our comprehensive Roadmap, which aligns every Data Activation project with the client's specific business goals from the outset. This proactive approach ensures that the solutions developed are thoroughly aligned with the client's needs, fostering implementations that are both actionable and directly tied to strategic objectives. By embedding stakeholders in the planning process, we ensure their requirements and expectations are met, preventing misalignment and ensuring the project's success.

Continuous Stakeholder Engagement

We prioritize ongoing dialogue with all project stakeholders to adapt swiftly to feedback and shifts in business landscapes. This continuous engagement ensures that the project remains aligned with the client's operational realities and strategic goals. It fosters a sense of ownership and satisfaction among stakeholders, enhancing the overall impact of the Data Activation initiative and ensuring it delivers real, measurable business value.

Robust Data Governance

At Mammoth Growth, we integrate stringent data governance practices throughout our Data Activation projects via our DTaaS framework. This ensures high standards of data quality and consistency, which are crucial for maintaining the integrity and reliability of the data systems. Effective data governance reduces discrepancies and enhances decision-making, providing a stable foundation for all data-driven initiatives.

Industry Leading Architecture for Data Consistency

Utilizing our industry leading  architecture pattern, we establish a reliable foundation of standardized business objects, which ensures consistency across all data activations. This approach significantly enhances the trust and reliability of the data used throughout the organization, providing a stable platform for analytics and operational processes. It simplifies the integration of new data sources and reduces the complexity of data systems, enabling scalability and adaptability as business needs evolve.

Rigorous Data Quality within DTaaS

Our DTaaS model emphasizes rigorous data quality controls, including detailed code reviews and automated testing, to ensure that all data solutions are not only effective but also reliable and secure. By continuously monitoring and refining our data practices, we maintain the integrity of data throughout its lifecycle, delivering solutions that are of the highest quality.

Full-Service, Self-Managing Team Expertise

Mammoth Growth offers a full-service, self-managing team that excels not just in executing tasks but in understanding what needs to be done and the optimal timing for each action. This expertise ensures that projects are not only executed efficiently but are also strategically aligned with ongoing business dynamics, maximizing project outcomes and business impact.

“Nutrafol was collecting all kinds of customer data from our website and different ad campaigns, but it was difficult to use. Mammoth Growth helped us through a data infrastructure reset, setting up Segment as our CDP and pushing those personas to Mixpanel for detailed insights."

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Callie Baker

VP of Data & Insights

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