Understanding Enterprise Customer Engagement With the Modern Data Stack

Companies that operate B2B and B2C channels face complex management challenges, which can be solved by using a modern data stack. These companies often struggle to manage B2C processes and intelligence alongside increasingly important B2B processes and intelligence. A common set of questions arises for mixed B2C/B2B companies, including how to acquire and monitor individual vs. enterprise leads through the sales funnel, what are the strongest indicators of lead conversion, and how to develop internal processes that support both client types without increasing overhead. The solution is to migrate operational data from a company's business systems into a cloud data warehouse like BigQuery, Snowflake, Redshift, or Azure Synapse. This approach enables analytics professionals to iterate efficiently on their modeling and analysis while allowing the action to be taken by marketing, sales, and customer success teams. Automating and outsourcing the first two steps of the migration process (Extract and Load) allows data engineers and business intelligence analysts to concentrate on projects that drive value for business stakeholders rather than plumbing work.