How to Deliver Campaigns by Customer’s Weather using Snowflake Data Marketplace & 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.
This blog post is a follow up to my previous post How to Deliver Campaigns based on Customer’s Weather using Snowflake & Adobe Campaign ?
Customer-Centric Challenge
Assumption : Sagar Mandal heads customer experience at Happy Rush – delivering happiness to the international palate of foodies across Sydney. When it rains, the city slows down to let food delivery drivers pass by as the sudden spike in customer demand. The digital team at Happy Rush are looking for a solution that encourages customers to offer more and then deliver them on time, without impacting customer experience.
Customer-Centric Solution
A quick look at Happy Rush’s technical stack reveals that they have been using Adobe Campaign Classic to deliver omnichannel experiences and Snowflake to manage their enterprise data warehouse in the cloud.
How to get Weather Data ?
A must used app especially when you are about to hit the road, AccuWeather data is also available for organizations impacted by weather through its AccuWeather Enterprise APIs
Now AccuWeather have also made their data available through Snowflake Data Marketplaces. Hence if you are an existing Snowflake customer all of the hardware needs to get this 3rd party is taken care of and readily available as a table with its own public schema.
What is Snowflake Data Marketplace ?
Think Snowflake Data Marketplace as your local bazaar or farmers market where you can explore the data offerings and buy data aka 3rd party data to enhance your existing Snowflake data without any additional hardware/compute needs.
Snowflake is increasingly becoming Cloud Data Provider of choice for leading enterprises across the world. They also allow these enterprises to make their data available in the marketplace. Obviously all of this data is anonymised and is mostly inference data such as benchmarks, trends, forecasts etc.
How to get Weather Data on Snowflake ?
I have created a short demo using my Snowflake sandbox account.
Two clicks takes you to the Snowflake Data Marketplace where you can search your favorite data partner or select from available categories.
For the demo, I select the demo product of AccuWeather and it is quickly available on my Snowflake account with a database and schema of its own. Now I can run my queries on Snowflake it understand the table structure and build my use case.
Note how fast it is to get data from the marketplace and start building/querying in the same session.
How to integrate Adobe Campaign and Snowflake?
Alongside is a quick look at how Adobe Campaign integrates with Snowflake ! (Source : Adobe)
After the integration is complete, the data is available to be queried by a workflow. Based on running a query by a city coordinates, if day_has_precipitation=’TRUE’ they are pulled into a list. Customers for the same location are sent a personalized email possibly with an offer to drive conversions
In addition to sending personalized email, the same weather data can be shared with enterprise prediction systems to ensure that more drivers are available to support the demand.