M1’s Jake Larson on the Future of Marketing: How the Cloud Data Warehouse is a Game Changer
Jake Larson, MarTech leader at M1, discusses how the cloud data warehouse has transformed his marketing organization and M1’s customer experiences for the better.
Jake Larson
Jeanne Thai
February 27, 2023
5 minutes
Using a cloud data warehouse as a source of truth for marketing data is a game-changer. It has allowed our marketers to access data more efficiently for segmentation, improved messaging consistency across external platforms, and reduced the complexity of our data pipeline. Overall, a massive win for our teams.
Jake Larson
Sr. Marketing Technology Manager
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M1 Finance
Jake (Senior Marketing Technology Manager at M1): One of the most significant and most recent milestones our marketing team needed to hit involves ensuring reliable and consistent data for segmentation. This was initially a challenge as different groups used separate platforms with their own datasets, leading to segmentation mismatches and clients receiving inconsistent messaging. We needed to knock down our data silos and converge on a single data source of truth if we were to have any hope of solving this problem.
Thankfully, by collaborating with our data and engineering teams, we integrated our internal and external marketing platforms with a cloud data warehouse which now acts as our one-stop shop for all of our segmentation and reporting needs. This change and the addition of Hightouch have enabled our marketers to be much more efficient at creating desired segments, syncing those segments across all our platforms, and ensuring consistent messaging for our customers.
Using a cloud data warehouse as a source of truth for marketing data is a game-changer. It has allowed our marketers to access data more efficiently for segmentation, improved messaging consistency across external platforms, and reduced the complexity of our data pipeline. Overall, a massive win for our teams.
The Future of Marketing
Jeanne (PMM at Hightouch): Something we deeply believe and have been seeing in the market is how powerful and immensely beneficial it is to leverage the data warehouse for marketing. Do you think the future of marketing is the data warehouse?
Jake (Senior Marketing Technology Manager at M1): Yes, I believe the future of marketing lies in using a data warehouse. Our evolution in marketing technology and data pipeline at M1 directly reflects its benefits. The lack of a source of truth for data creates a big struggle for marketing teams, and it only gets more prevalent and difficult to deal with as an organization grows. My recommendation to marketers would be to push their company towards leveraging a cloud data warehouse so they, too, can remove their own data silos and begin to see the same benefits our teams have enjoyed since making the transition.
Jeanne (PMM at Hightouch): Thank you, Jake, for sharing your insights with the Hightouch team.
Want to Learn More?
If you’re interested in learning more about how you can unlock the power of your cloud data warehouse for marketing, read our blog post or talk to one of our experts today.
