Buy your Second CDP First
I had the pleasure of interviewing Beth Scagnoli , the VP of Product Management at Redpoint Global Inc., at the Snowflake Summit. We talked about how Redpoint Global is transforming data management and helping businesses make the most of their data.
Who Is Redpoint Global?
Redpoint Global solves complex data challenges for its customers. They help companies consolidate data from various sources, including point of sale, e-commerce, and websites, into a single, unified platform.
"Most of our customers come to us because they have data in silos all over the place," Beth explained. "We clean it up, validate addresses, phones, and emails, and create a golden record."
This golden record is essential for effective personalization and engagement across multiple channels.
I absolutely love their slogan of "Buy your second CDP first" - the idea is that they don't want organizations to waste time with a CDP they’ll need to replace tomorrow. Redpoint Global encourages you to choose the CDP that gets your data right, makes it easy to use, and evolves with your use cases and technology stack.
Garbage In, Garbage Out: The Importance of Data Quality
Beth emphasized that having vast amounts of data is useless if the data is not clean and ready for use.
She stated, "You can put a whole bunch of data in Snowflake, but if the data is bad, you're not gonna be able to do much with it."
Redpoint Global doesn't just consolidate data; they also clean and verify it to ensure it's ready for use, particularly important in the era of generative AI.
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Partnership with Snowflake
Redpoint Global has been a long-time partner with Snowflake and recently achieved select partner status. Their solutions run directly on top of Snowflake, eliminating the need for data movement and reducing latency and costs.
"All of the compute, all the queries that we run, you're not moving data," Beth noted. "There's no latency, there's no lag, there's no ingress-egress."
This seamless integration allows Redpoint Global to process real-time data, which is essential for timely and relevant customer engagement. Beth shared that moving data can be costly and time-consuming, often resulting in delays that hinder customer experiences. By working within the Snowflake environment, Redpoint Global avoids these issues.
Composability and Flexibility
One of Redpoint Global's key strengths is its composable Customer Data Platform (CDP). This approach allows businesses to use specific components of the platform as needed, whether it's data ingestion, quality, identity resolution, or activation.
"If you just want to use us for identity resolution, that's cool. If you just want to use us for segmentation, that's also cool," Beth explained.
This flexibility means that Redpoint Global can integrate seamlessly with other systems and tools, providing tailored solutions that meet specific business needs.