What It’s Like to “Dream and Do”

Sep 13, 2021
Jeff Haws

We talk a lot about the ease of personalization on the MessageGears platform and how it helps marketers do their job better. We like to say we allow marketers to “Dream and do” rather than having to spend all their time pulling their hair out while trying to leap through all sorts of hoops just to get a campaign out the door.

What does that ultimately mean, though? What does it look like for a marketer to “Dream and do” in their daily work?

Here are some real-life examples of how MessageGears empowers marketers to dream up amazing, personalized messaging campaigns and then execute them without anything getting in the way.

Plug MessageGears Segment into your database

OpenTable had plenty of plans for how to utilize their data once they invested in consolidating it in Snowflake, but they kept running into walls with their ESP and CDP. Because there was no direct connection to Snowflake, there was a lot of start and stop to coincide with their nightly syncs.

Data updates wouldn’t be available until the next day, which stretched campaign building and QA out an inordinate amount of time.

When MessageGears Segment connected directly into Snowflake, though, it changed everything about how they operated. With those nightly syncs eliminated, they could see all the data and any changes immediately, greatly speeding up their processes and tearing down the obstacles that had made it difficult to execute on personalized programs.

And that meant campaigns that would have been far too difficult, frustrating, and time-consuming previously suddenly became simple and straightforward to execute, freeing the marketing team to do what they do best.

Improve security to open up possibilities

Chick-fil-A has very high standards for customer data security, and that had made it difficult to send personalized campaigns since so much data was unavailable for their marketing team to use.

The database team was — understandably — very protective over what data could be allowed outside of their firewall protection. And, since their ESP required them to copy data out to the ESP’s cloud in order to segment audiences, their hands were largely tied when it came to setting up personalized marketing campaigns.

But MessageGears uses KMS encryption via Amazon Web Services, allowing Chick-fil-A to keep even their customer email addresses encrypted during the audience- and campaign-building process. This helps them communicate in a personalized and highly relevant way to each customer at scale without exposing any PII to any security issues.

This way, Chick-fil-A’s marketer can now use the data they collect safely and securely, assuring their customers that it will be used responsibly, and in whatever manner the marketers think will make for a relevant and successful campaign.

Use Engage to decrease database strain

One of our large retail clients wanted to be able to personalize recommendations on their website to customers based upon the items they’d viewed and purchased recently. But their tech and BI teams couldn’t figure out how to do it without overloading the database with constant API queries.

They had a good data setup with Google BigQuery, but they couldn’t expect it to handle the constant stream of calls it would take to execute this idea.

With MessageGears Engage, they could copy a cache of data in the MessageGears cloud to make it available and highly performant for Movable Ink to get the data to their website in real time. Because the data they were accessing was held outside their main database and MessageGears Engage was set up to be able to handle unlimited API calls, they didn’t have to worry about database strain and could simply execute the campaign they wanted.

About the Author

Jeff Haws

As MessageGears’ Senior Marketing Manager, Jeff is focused on producing engaging and thoughtful content that resonates with enterprise marketers, helping them to better understand how MessageGears makes their jobs easier. He’s passionate about understanding the way data impacts messaging, and he’s also hopelessly obsessed with baseball.