In this digital present, unlimited datasets are available. The data that powers the retail revolution and a working knowledge of how to leverage it properly becomes non-negotiable for all companies. As the Global Director of Product Data and Insights at Anheuser-Busch InBev, Krystal Lau is navigating this new world in real time as she and her team work to make it easier for ABI’s B2B clients to seamlessly order and receive product. Because personalized information is the fuel that powers the digital marketplace, it’s essential to establish a source of truth that helps every member of the team grasp where the data comes from, what triggers its collection, and how to analyze and apply those insights for the highest possible ROI. In this episode, she shares how they pull off such a tall order.

This is Segment’s Data Council series, where members share stories about using Segment to work with customer data within Enterprise companies. To make sure you don’t miss an episode, subscribe on iTunes, Spotify, or your favorite podcast player. You can also read a lightly edited transcript of the conversation below.

Takeaways: 

• Understand the ultimate business goals behind any team’s interest in customer data.
• The same data point can have multiple use cases, and that brings robustness and efficiency to your stack as you support the business holistically.
• Give a five-minute overview of your data stack to build a relationship with different teams.

Audio highlights:

• “[Digital customer data has] become such a large part of the conversation, because for so long, everyone has been looking at invoice data or very analog offline data. To have the ability to see user actions in real-time has been game-changing.” 
• “It was nice to be able to look at data and come up with strategic decisions around it, but it's way more powerful to know exactly where your data is coming from, to know what triggers what, what means what. Because if you know all of that, then you brought your toolkit into what you can possibly do with that data — and not just in terms of analysis, but in terms of the applications of those analyses or the applications of that data itself.”

Links:

• Docs: Segment’s e-commerce spec
• Docs: Personas technical guide
• Catalog: Messaging Tools
• Analytics Academy: Take your product usability to the next level [Advanced]
• Blog: Growing an e-commerce business in the time of COVID-19
• Segment for B2B: Build better customer relationships with good data 
• Segment for Media: Boost engagement across your media properties
• Case Study: Meredith powers unified customer analytics across the enterprise