Informed Design: Data integration for design business

As an example, Rosendahl’s solution includes Segment’s data collection and management platform that gathers information about user interactions from various online sources, such as websites and apps. This platform acts as a central hub, connecting different external systems like email platforms, Google Analytics (GA), and tools for segmentation and personalization. The company has established essential connections to various third-party systems by creating a standardized interface (API-layer) that facilitates the exchange of data between the company's Product Information Management (PIM) system and Enterprise Resource Planning (ERP) system. This setup essentially allows data to flow seamlessly between different software systems. 

This setup offers several business benefits in the context of data-driven decision making. Below we will describe what we regard as the three most important advantages. 

The implementation of the Segment platform allows for the consolidation of data from diverse digital touchpoints, providing a comprehensive overview of user interactions and behaviors. This integrated dataset offers valuable insights into customer preferences, trends, and engagement patterns. With the added capability of exchanging data between the company's Product Information Management (PIM) system and Enterprise Resource Planning (ERP) system, businesses can generate a unified and detailed view of product performance, inventory levels, and sales data. 

By seamlessly connecting various third-party systems like email platforms and personalization tools, the company gains the ability to segment and target its audience based on real-time data. The integration of data between the PIM and ERP systems ensures that the most up-to-date product information and inventory levels are utilized for segmentation and targeting efforts. This advanced level of personalization allows businesses to deliver tailored marketing campaigns, product recommendations, and communication strategies that resonate with individual customers.

The integrated data ecosystem equips businesses with access to data in near real-time. This rapid availability of information empowers companies to respond swiftly to market changes, shifts in customer behavior, and emerging trends. By leveraging up-to-the-minute product and sales data from the PIM and ERP systems, businesses can make agile decisions that maximize efficiency and capitalize on opportunities. 

In summary, the convergence of data through the Segment platform, combined with the seamless exchange of information between the PIM and ERP systems, presents businesses with a holistic and detailed perspective of their operations. This dynamic data environment fosters comprehensive insights, highly tailored personalization strategies, and the agility needed for swift, well-informed decision-making. As a result, businesses like Rosendahl can enhance customer experiences, optimize operations, and drive continuous success.