Why Calendly Switched to a Composable CDP for Personalization and PLG with Hightouch

Given the above pains, we began looking for an alternative solution. We wanted a more flexible solution to act as our CDP. We knew that if we could find a way to centralize all our data in the data warehouse and then sync it to our destinations, we could drastically reduce our platform costs, unlock far greater flexibility, and radically improve how our teams were able to use our data to drive growth across the business.

Transitioning to a Composable CDP

Our search quickly led us to a Composable CDP and Hightouch. Like a traditional CDP, the solution allows you to collect events, create user profiles, and activate data across many tools. This approach was so desirable because the architecture centers around the data warehouse rather than a separate CDP data store. This would allow us to use all of our data in BigQuery while unlocking far greater flexibility and security around managing our data.

Getting started with Hightouch was surprisingly simple. Since our data was already stored in BigQuery, implementation and onboarding took less than a day. After connecting the warehouse as a data source and defining our data model, our data team could immediately begin using Reverse ETL to activate data from BigQuery to our many tools.

Even more importantly, our marketers could immediately access a suite of no-code tools via Customer Studio to build audiences–using all of the valuable data stored in BigQuery. Gone are the days of waiting on data pulls or complex queries to run experiments. Our marketing teams have everything they need to self-serve their data needs.

The Impact…

With Hightouch integrated with BigQuery and the team fully onboarded, we’ve achieved far greater operational efficiency by centralizing our activation, analytics, and modeling in the data warehouse. Our data and marketing teams can now work off of one central store of customer data and no longer need to set up custom event pipelines to simply utilize a new data point or attribute. Now, if we simply click a few buttons to add new data points to our models, all of that data is available for our marketing team to self-serve and utilize within their experiments and marketing audiences.

The schema flexibility has also allowed us to launch new experiences with ease. One of the best examples of this has been our end-of-year campaign. Like Spotify Wrapped, the campaign utilizes all of the user’s product engagement data across the year and shares a deep dive, informing them of how much they’ve used Calendly. This type of campaign is easy to create as our data team simply aggregates the stats into a dbt model in BigQuery that is then activated to Braze with Hightouch.

Ok, this sounds cool in practice, but what have been the tangible benefits of this new composable architecture powered by Hightouch? First and foremost, we’ve drastically reduced our CDP costs because we no longer have to pay for unnecessary MTUs, which has led to a 15-20% reduction in MTUs. We’ve also seen a 16% increase in our user activation rate from our highly personalized emails.

The Road Ahead

Our journey with the Composable CDP is just beginning. Our next initiative is to explore deeper integrations and advanced analytics capabilities to further personalize our user experience and streamline operational processes. We plan to leverage the rich insights gained from our BigQuery data to innovate and refine our product offerings, ensuring Calendly continues to offer the best possible user experience. Additionally, we're excited to experiment with new marketing strategies and data-driven initiatives that can drive even more significant growth and customer satisfaction.

If you’re interested in learning how else Calendly leverages Hightouch, check out the full case study to see the actual use cases we drive.