Turning Raw Data into Impact: A Conversation with the Top User of Treasure Data CDP

At CDP World 2024, data professionals from around the globe gathered to celebrate innovation and excellence in customer data management. Among the standouts was William Shegog , Data Analyst II at WEHCO Media Inc , who earned not one but two prestigious awards—Top Gemologist and Top Lapidarist.

?? Top Gemologist – Recognized for his deep understanding of customer data and his ability to leverage Audience Studio to craft highly personalized and impactful experiences.

?? Top Lapidarist – Honored for transforming raw data into valuable insights using Data Workbench, helping drive meaningful business outcomes.

We sat down with William to explore his journey with Treasure Data and the impact of a customer data platform (CDP) on WEHCO Media’s marketing and data strategies.

Since adopting Treasure Data, how has your approach to marketing and data management evolved?

William: "From a data management perspective, having all our data in one place has been a game changer. Treasure Data’s unification process allows us to create more accurate, personalized subscriber profiles based on engagement levels and interests. With automation and control over our data cleansing workflows, we can now market with precision—delivering content that truly resonates with our audience."

What does winning these awards at CDP World mean to you?

William: "Receiving these awards was an incredible honor. It made me realize how much we've accomplished as a team. Although I accepted the awards, I share this recognition with my teammate Aaron, because our success is a result of teamwork and dedication.

Personally, as someone in just my second year as a data analyst, this recognition gave me confidence and reassurance that I'm on the right path. It's a reminder to keep growing and improving my skills."

How has Data Workbench supported your data strategy and marketing goals?

William: "Data Workbench has revolutionized the way we handle our marketing efforts by automating workflows that previously took significant time manually. Now, we're able to execute marketing campaigns and customer journeys faster and more effectively, which has been crucial for achieving our goals."

How do you use Audience Studio to enhance personalization and customer engagement?

William: "The Segment Builder in Audience Studio is a game-changer. It allows us to create precise rules based on behaviors and attributes, and with the pre-built connectors, we can push customized tags effortlessly. This helps us build dynamic user groups that enhance personalization across our campaigns and customer journeys."

If you could give one tip to a new Treasure Data user, what would it be?

William: "Take full advantage of Treasure Data Academy! The courses and training materials have been incredibly helpful in understanding and leveraging all the features available within the platform."

What’s been your biggest ‘wow’ moment using Treasure Data?

William: "For me, it was creating my first high-level workflow to make an API call. Initially, there was uncertainty about whether it could be done, but successfully executing it felt like a breakthrough moment. It was one of those times when I truly felt like a data wizard!"

What’s a Treasure Data feature you can’t live without, and why?

William: "The Predictive Model has been invaluable, especially in reducing churn—our top priority this year. It has helped us build initiatives that have delivered significant positive results.

Additionally, our success wouldn’t have been possible without the incredible support from Treasure Data’s Success Manager, Melissa Pilicy , and Account Manager, Jax Skvarla . Their dedication and expertise have been instrumental in helping us achieve our goals."

Describe your experience with Treasure Data in three emojis:

William: ?? ?? ?? (Speed, Precision, and Impact)

Join us for CDP World 2025! CDP World is more than just an event—it's a celebration of data-driven innovation, collaboration, and success. Don’t miss the opportunity to connect with industry leaders and explore the next frontier of customer data platforms.

?? Mark your calendars for October 28–29, 2025, in Las Vegas. ?? Stay tuned for more details and registration information.

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