The data analytics team at a leading retail brand runs on Snowflake, and they’ve got their system dialed in. Their first-party data lives there: CRM records, purchase history, email engagement. It’s well organized and useful.
But the brand realizes this data lacks depth. The team doesn’t have a clear picture of what a customer values, what motivates them, or how to distinguish them from another customer that looks identical on purchase history but responds differently to the same campaign.
Enrichment can help them nail down these individual characteristics, but the process — upload a file, wait for it to be appended, download the output, re-ingest into Snowflake — looks daunting for a team that wants to move fast. They’re left with an imperfect choice: accept slower enrichment cycles or add a parallel workflow outside their data stack.
This scenario is a reminder that the quality of data should match the way it’s used. Resonate’s predictive consumer intelligence offers the most up-to-date, individual-level understanding of why consumers act and what they’ll do next; it’s exactly the kind of depth this retail brand is looking for. And to deal with the enrichment lag, we created the Resonate Enrichment API and on-demand Clean Room in Snowflake. Now, you can get the best data at the speed of your constantly evolving customers.
How to Access Resonate Data In Your Environment, On Your Schedule
Cloud data warehouses aren’t just where data lives these days; they are where analytics happen, models are built, and activation decisions are made. Data teams have spent years consolidating around that infrastructure because it’s faster, more governable, and easier to maintain than the previous, fragmented model.
Batch enrichment of the kind our retail brand hopes to avoid predates the warehouse-first approach, so every refresh, update, or segmentation pass adds a manual step outside the core environment.
Resonate now offers two additional delivery options to remove that friction from the enrichment process:
- The Enrichment API puts enrichment directly into existing workflows. Now, when a lead is captured, a contact record is updated, or any event is triggered, Resonate attributes (including psychographics, values, motivational signals, and purchase intent) are returned without the need for a file transfer or re-ingestion. For teams that enrich at the point of lead capture or personalize based on motivational profiles, the API allows this enrichment to be a live input instead of a periodic update.
- The on-demand Clean Room in Snowflake enables you to join Resonate attributes inside your own Snowflake environment. This means there are no raw data transfers or file exchanges. Data-governance teams, privacy-sensitive organizations, and brands that have no-raw-transfer procurement requirements no longer have to work around a barrier. For agencies managing enrichment across multiple client environments, transfer-less enrichment inside a client’s own Snowflake instance addresses the operational overhead and data-governance concerns that can be introduced by batch handling at scale.
Beyond Access: Removing the Barriers to Activation
API enrichment and Snowflake-native capabilities provide modern delivery to match modern workflows, but what matters most is what actually gets delivered through them.
Resonate’s data enrichment draws on 12,000+ proprietary attributes spanning psychographics, values, purchase intent, and motivational signals for the most recent individual understanding in the market. This makes it possible to engage with the person your customer really is today, not just the snapshot of who they were in the past.
Depth matters, too. Demographics are widely available, and they are often similar to ones your competitors have. Real differentiators — the signals that explain why two consumers with the same demos don’t behave the same way when it comes to actually making purchasing decisions — are not. Resonate enrichment now matches the power to more accurately predict customer actions with faster, more governance-friendly process.
Real-world Outcomes: What Changes When Enrichment Fits the Workflow
Resonate’s real-time Enrichment API and on-demand Clean Room ensure that your processes don’t fall behind your results. And customers that enrich with Resonate data achieve dramatic results.
Butler/Till, a large, independent agency, used Resonate data to enrich customer records and implement better personalization and segmentation across channels and experienced a 130% improvement in research efficiency, shifting time away from data wrangling to actual analysis. Another customer, a brand in the direct-mail industry, incorporated enriched Resonate data into their analytics workflows and saw a 22% revenue bump from improved model performance.
These kinds of outcomes have long been available to our customers at the data level. Our new delivery options make them accessible at the infrastructure level, too, without the coordination overhead and friction. When data matches process and works exactly how and when you do, your customers will experience the difference. So will your bottom line.
To learn more about how Resonate’s predictive consumer intelligence and third-party data enrichment can work for your brand or agency, schedule a consultation with a data expert today.
