Enable Realtime Use Cases with Amperity

Amperity enables brands to use data in realtime by:

  1. Collecting and ingesting data from systems that interact directly with your customers

  2. Rebuilding and refreshing your customer profiles and audiences

  3. Sending updated customer profiles and audiences back to the systems that interact directly with your customers

Realtime means different things, depending on the context and the use case. The most effective realtime use cases are able to update data in the systems that interact with your customers faster than your customers can notice. For marketers, realtime use cases exist within the contexts of how customers interact with their brands:

  • A purchase followed by a return

  • An interaction with your brand’s customer service team

  • A cancelled order

  • The length of time a customer spends on your website

  • An online order, and then the length of time it takes to deliver that order

Every realtime use case has two components: the context in which the use case occurs, and then also the amount of time between the first interaction with your customer and the second. The difference in time between the first and second interactions is known as realtime latency.

Having accurate and up-to-date information about your customer’s interactions with your brand is important. Getting the right data so that is usable across all of your contexts and use cases is an important part of building a high-quality customer experience. Realtime latency represents the length of time in which all of the dependencies for a realtime use case must occur before the systems that interact directly with your customers can be updated.

About Amperity and realtime

Amperity enables your brand to stream event data from your website, mobile apps, and server-side data sources to your downstream systems in realtime.

Enable realtime scenarios for the systems that interact directly with your customers.

Use realtime use cases to stream billions of rows of data into your tenant (at under 100ms per API call), update your customer profiles and audiences, and then stream updates to your downstream systems in realtime.

  • Combine realtime with the best and most comprehensive identity resolution system available; consolidate your systems and reduce operating costs

  • Personalize websites and apps; deliver to systems like Optimizely, Monetate, and others in seconds.

  • Tailor messages informed by the latest information about your customers across channels

  • Empower your customer service teams in real-time by giving them rich intelligence so they can delight your customers

Amperity realtime use cases allow you to benefit from the broadest and deepest set of capabilities that are found in a single customer data platform (CDP). Amperity is the only CDP that combines a patented ability to create a comprehensive and accurate view of your customers with predictive analytics that help you decide on the best actions to take for all of your marketing campaigns.

What is realtime latency?

Realtime latency exists within the context of realistic timeframes for each type of customer interaction, including the costs associated with enabling a realtime use case and the amount of time required by each system that will participate in the data exchange that enables that realtime use case. It’s within this timeframe that an effective realtime use case must be able to update the systems that interact directly with your customers.

For example, if a customer places an online order and chooses to have that package delivered by USPS Priority Mail and that package is sent from a warehouse in Atlanta, Georgia and delivered to an address in Seattle, Washington, the amount of time–the realtime latency–is likely measured in days. What if the package is lost and the customer calls about the package 3 days after they expected it to be delivered? From the context of realtime, having all of this information available for when that customer calls your customer support team is what matters. This is a timeframe that is measured in days, not hours or minutes.

Realtime use cases

Amperity enables a wide variety of realtime use cases with StreamRT, an add-on feature of DataGrid that is available to any user of Amperity. StreamRT has over 100 out-of-the-box integrations and 18 different software development kits (SDKs) that make available to your brand a wide variety of popular marketing applications and workflows, including ActiveCampaign, Iterable, SendGrid, Braze, TikTok Ads, Pinterest, and more.

StreamRT is the realtime event routing layer for DataGrid. StreamRT enriches your customer profiles with realtime data, and then enables realtime connections with the systems that interact directly with your customers.

Ask your Amperity representative how to enable StreamRT for your tenant.

Amperity supports many types of realtime use cases that can be measured in seconds, minutes, hours, and even days. Remember there is latency built in to every realtime transaction. The time it takes to get the data to Amperity, the time it takes Amperity to process that data and update your customer profile data, the time it takes Amperity to run the query and generate the results, and the time it takes to update the systems that interact with your customers. The latency built in to realtime transactions must be considered while identifying which realtime use cases can be effective.

The following table describes use cases in use by active customers of Amperity to power realtime workflows for their customers. The time column represents the latency that is built-in to that use case:

Use case

Description

Time

Ingest streaming and batch data

Ingest streaming data from a variety of upstream data sources, to rebuild customer profiles, run queries and data exports, and then send those results to enable a variety of downstream use cases.

Minutes to hours; depends on the volume of streamed or batched data

Build audiences

Build audiences using queries, and then return those results within seconds.

Seconds to minutes; depends on the size of the audience

Update customer profiles and audiences

Update customer profiles and audiences with recent customer activity, such as flight cancellations or when a customer joins a new loyalty tier.

Minutes to hours; depends on the size of the audience

Personalize websites

Personalize website experiences by using historical and current session inputs

Minutes to hours; depends on the size of the audience

Personalize marketing messages

Personalize marketing messages – email, SMS, in-application – based on historical and recent transactions, such as an abandoned cart.

Minutes to hours; depends on the size of the audience

Update customer service for order changes

Collect actions and events, such as those from website tags, and then stream them to a variety of destinations. This enables use cases like making recent purchase data available to customer support tools.

Minutes; depends on the number of events

Append to customer profiles

Send data to downstream systems that manage interactions several times per day.

Minutes; depends on the number of profiles