The Crow's Nest: Customer data integration best practices

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<p>This week, we’re at SaaStock in Dublin. DM @hull @edfryed on Twitter if you’d like to meet the Hull Crew }}.</p>

<p>We’re also continuing with <em>The Complete Guide to Customer Data</em>.</p>

<p>So far, we’ve shared our frameworks for defining the customer data you need (from your ideal customer profile &amp; customer journey map), the importance of a “single source of truth” at every scale of business, and how to choose your marketing tools.</p>

<p>Now, we look at how to tie this all your tools, teams &amp; data together. All in real-time :)</p>

<p>As teams scale, we notice they develop strategies to maximize their team (build hiring pipeline, bring in great leadership), tools (“hiring” best-in-class tools for each channel &amp; operation) -</p>

<p>… but not their data.</p>

<p>Failing to develop a customer data integration strategy morphs into a problem for every tool &amp; team. Sales reps wrangling CSVs, marketers pulling monthly reports from dozens of different tools, and the list of developer favors grows longer.</p>

<p><em>Fear the fRaNkEnSTaCk!</em> The fastest growing companies we see are just as deliberate with their data as they are with their tools and team.</p>

<p>Learn our recommendations in <a href="https://www.hull.io/blog/customer-data-integration/?utm_source=newsletter&amp;utm_medium=email&amp;utm_campaign=complete_guide_to_customer_data&amp;"><strong>Part 5: Customer data integration best practices at any scale</strong></a><br><br></p>

<p><strong>More context around your events</strong></p>

<p>We’ve added more context to every event we capture. If you’re using Hull.js or Segment, every event from August 10th onwards will now include much richer location data, page level data, referrer path, and browser information.</p>

<p>You can use this data to refine your segmentation even further (like finding other teams attending SaaStock in Dublin this week).</p>

<p>Learn more about <a href="https://headwayapp.co/hull-changes/new-context-fields-for-events-69847">new event context</a> on the Hull changelog.<br><br></p>

<p><strong>Smarter time-based segment filters</strong></p>

<p>Time-based segments are key to orchestrating data. We’ve heard teams wanting to use even more time filters like <code>X days from now</code> and <code>X days before/after</code> anniversary dates (like their renewal date) to precisely orchestrate their customer experience.</p>

<p>You can now build these smarter filters in the Hull segmentation tool using any event or date-based attribute.</p>

<p>Learn more about <a href="https://headwayapp.co/hull-changes/support-for-future-dates-segmentation-75751">future queries</a> and <a href="https://headwayapp.co/hull-changes/anniversary-queries-for-segmentation-75754">anniversary queries</a> on the Hull changelog.</p>

<p>That’s all for this week – as always, if you have any questions, just hit reply.</p>

<p>Cheers,<br><br></p>

<p>Ed Fry<br>
<strong>'Ed of Growth, <a href="https://www.hull.io/">Hull.io</a></strong><br>
<em>LMK if you're in Dublin for SaaStock this week!</em></p>

<p>P.S. Want to see the templated personalization behind this email? <a href="">Checkout this gist.</a></p>