How to Deliver Campaigns based on Customer’s Weather using Snowflake & Adobe Campaign ?
Note : This a personal conceptual framework with no relation to existing subscription businesses or organizations. This blogpost aims to solve a business problem with technology and not promote any products or services
Customer-Centric Challenge
Assumption : Happy Rush is bringing happiness to their customers by delivering food from their favourite restaurants to their home. Sagar Mandal heads customer experience at Happy Eats, leading people, process and technology towards ensuring customer-centricity from restaurant listings to order delivery. His operational team had been lately complaining sudden spikes in demand from certain post codes which lead to delayed order deliveries. A quick hypothesis testing confirmed that customers tend to order food organically when it is or just about to start raining.
Customer-Centric Solution
A marketer is unfortunately not a weather man and neither can spend all day to check for places forecasted to experience. Happy Rush were looking for an automated Campaign solutions to send emails when rain is forecasted at customer’s home address.
Happy Rush has been a customer of Adobe Campaign Classic for quite sometime, delivering real time and orchestrated customer journey campaigns for customers in Australia. Recently they have moved to Snowflake to provide faster app experience for restaurants, riders & customers. Lets look at how they can solve this challenge using their existing tech stack.
1. How to know when and where it is about to rain?
OpenWeather is a leading open source weather forecast provider collecting data globally in real time. We created a new alert on OpenWeather’s API service to know which Sydney postcodes are about to experience rain.
Using existing serverless solution, it would receive the trigger from OpenWeather and start orchestrating this multi-cloud workflow.
2. How to get the weather data ?
The advantage that OpenWeather brings is – its both a trigger and weather data service. So it tells you when its forecasted to rain – trigger and where it is forecasted to rain when the trigger was raised – weather data. The existing FaaS solution would be able to create a JSON file based on OpenWeather’s API response which can be then stored on the cloud.
3. Why Snowflake?
Snowflake CDP aka Cloud Data Platform, is an amazing cloud data warehouse solution where customers pay based on their cloud computing and memory usage. Since Sydney experiences rain intermittently at certain post codes and not across the year, Happy Rush would pay only when actually used and not for the entire year. Hence contributing directly to bottom line and cost savings.
Additional resources for this solution were ready to work in 15 minutes.
4. How to integrate Snowflake with Adobe Campaign?
Okay you have the data and now its time to onboard into ACC and execute the campaign. Thanfully, there’s an existing FDA connector between Adobe Campaign and Snowflake which allows queries to be run in Snowflake and extracted into Adobe Campaign.
It gives you the freedom to scale the integration as need be to query weather data and provide the list of profiles. Another layer of personalization was added where the email contained offers from restaurants servicing each post code.
Is there any way I could have done this better ?