Customer Data

Data Transformation: The Foundation for Digital Transformation (and a Whole Lot More)

Digital transformation is a complicated concept. As you peel back the onion, you’ll discover layers for experiences, technology, teams, leadership, culture, value, and more.

Industry experts have various do’s and don’ts for becoming “digitally transformed” but the goals are usually the same. Build a better business by leveraging and enhancing digital capabilities, so you can drive revenue, make customers happy, and compete with all the digital-savvy newcomers.

If you take a quick glance at the digital transformation landscape, you’ll see a bounty of useful business examples upon which to prototype and build your solutions. Modern companies are embarking on initiatives like product recommendation engines, proactive customer service messaging, up- and cross-selling algorithms, IoT and device messaging, social media, highly targeted ads, deep learning and production models for scoring and classification, and so much more.

What seems to be somewhat missing from the conversation, however, is the data transformation you first need to achieve to support a successful digital transformation.

Digital transformation is about building better engines, and many would add that it’s also about learning to operate those engines. Data, in our analogy, is the fuel for the engine. Feed it water and it won’t run. Feed it the best fuel available to you, and it’ll perform how it should.

What is Data Transformation?

In our experience, data transformation is all of the following and more:

When data gets centralized and democratized, and brands have a single source of truth for who their customers are, what they want, and how best to reach them.

When IT, Analytics, and Marketing departments reach across the aisle to collaborate on common goals using shared information, as opposed to operating in their own silos, unaware of parallel silos, or using disparate information.

When CEOs and CFOs make data-driven decisions about where to invest resources across marketing, advertising, customer experience, and customer care to achieve the greatest impact.

When the company lives and breathes high quality data, consistently using it to power all their campaigns and initiatives, investing heavily in data quality, strategy, and security.

Getting Started

Much like with the digital transformation journey, the success path for data transformation isn’t always straightforward or simple. You need to make similar changes to your technology stacks, your culture, and possibly your staff. Data has to become a common language for your organization, and it needs to be at the center of all of your decision making processes, not an ancillary afterthought to your business goals.

At Amperity, we think of our Customer Data and Identity Platform as the starting block. We help you centralize, unify, and manage the most important and foundational data that you already have: your customer data. We have focused our investments on ground-breaking identity resolution capabilities – the most critical and challenging aspect of managing your data. Along with our intelligent identity resolution, we have also built a best-in-class platform for data management, database generation, and segmentation automation.

The result is a complete and current view of your customers that can be explored and actioned upon by your entire business. It’s this consistent view that becomes the foundation for data transformation, and ultimately, your full digital transformation.

What steps is your brand taking to achieve data transformation? How well do you really know your customers today? And how data-driven is your organization? To learn how Amperity can help you get started, visit


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