This episode of The Analytics Edge, sponsored by NetSpring, features Jason Davis, the Founder and CEO at Simon Data. Simon Data is a next-generation customer data platform (CDP) built on Snowflake. It offers the fastest and simplest way to provide a true 360 degree customer view for your marketing team. Jason describes the modern martech stack and how CDPs are moving to the data warehouse, the differences between packaged and composable CDPs, and how marketing analytics helps marketers reach customers more quickly and more effectively via personalization.
With a PhD in machine learning, data mining, and statistics, Jason has helped Simon Data provide businesses the spending trends, behavioral trends, and direct customer feedback required for a comprehensive understanding of their customers. Jason was also the founder of Adtuitive, an adtech platform that was acquired by Etsy to power Etsy’s own internal ad systems.
In this episode, Jason discusses strategies for centralizing data, the role of the data warehouse, and how GenAI and LLMs are impacting marketing.
Jason Davis is the Founder and CEO at Simon Data. With a PhD in machine learning, data mining, and statistics, Jason was also the founder of the retail adtech platform, Adtuitive, which was acquired by Etsy in 2009 to power Etsy’s own internal ad systems.
“True centralization aggregates data from all channels, not just what someone clicked on the website – offline, IoT, support... Let's have shipping and returns data and everything else that is required to properly instrument a real business put in a single place, which is governed, secure, complete, and accurate.”- Jason Davis
(1:22) Founding stories: Adtuitive & Simon Data
(5:58) The modern marketing data stack
(10:20) Data centralization strategies
(11:57) Security, privacy, and compliance
(13:39) GA4 and alternative strategies
(15:33) Composable CDPs vs packaged CDPs
(18:10) Breaking down data silos
(20:14) Data infrastructure and cloud migration
(21:09) Why Simon chose Snowflake?
(22:21) Real-time personalization
(25:17) The importance of Reverse ETL
(30:50) Customer 360: Where are we now?
(34:35) The impact of GenAI/LLMs on marketing