Well-defined data taxonomies can be super helpful not only for analytics purposes. Analytics events and user attributes can also power messaging and user engagement. Using systems like Braze
, the team can set up activation, retention, upsell campaigns and target them based on previous user behavior.
So once you have an up and running Customer Data Platform with a well-designed and implemented data taxonomy, your marketing team will be able to set up and customize campaigns without the involvement of the engineering team. Moreover, when campaign engagement data is populated back into the data stack, it would be a matter of clicks to analyze the campaign performance and related revenue lift.