Couchbase Capella Overview
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“ Finally , data needs to be put in the hands of the people who need it . If marketers have to put every query through a dedicated research or database team , they can ’ t be as agile and run the risk of information getting lost in translation .” All of this can mean a substantial change in database architecture , especially for organisations that rely on traditional relational databases . Nevertheless , as Krug explains , this change can be made easier : by , for instance , adopting cloud services or adopting modern platforms that still use familiar programming languages , so that
“ Customers are generating more data than ever before as they interact with brands through channels from websites to mobile apps ”
PERRY KRUG DIRECTOR OF SHARED SERVICES , COUCHBASE hard-won skills aren ’ t rendered obsolete .
“ An example of this approach is Domino ’ s ,” he describes . “ As the largest pizza company in the world , with almost 18,000 stores in more than 90 countries and more than 50 % of worldwide sales across digital channels – including smartwatches and Slack – it had a huge wealth of data to use . By adopting a modern database , marketers can now pull out incredibly granular data in realtime as and when they need it – creating ad-hoc , highly personalised marketing campaigns targeted at specific audiences .”
126 April 2023