Datatalks
CDP powering fan engagement for 6M+ sports fans worldwide.
Datatalks helps companies collect and analyze their data to create better customer experiences and gain key insights ― empowering businesses to make better data-driven decisions.
After a successful and exciting partnership between our teams, the company was looking to start productizing its core services through software. As a result, we were challenged to build one of the first CDPs in Europe.
Based on previous experiences working with major European sports clubs, Datatalks wanted to build a CDP that could be used by all kinds of organizations but was particularly tailored to the sports industry. By integrating and unifying different data sources, the CDP would enable companies to have a comprehensive overview and understanding of each customer through their journey across all channels.
— User experience and software development
— Data science and data visualization solutions
— Marketing and email campaigns builder
— Cloud Architecture and DevOps
To help Datatalks scale their team and accelerate the launch of their software, our staff-augmentation model brought together UX researchers, UI designers, engineers, data scientists, and cloud architects to work with the company's product and data teams on building the CDP.
We began by conducting several technical discovery workshops and user research sessions to establish the main product requirements and how the software would be used by all types of organizations. We had to consider the robust data-handling capacity required to ingest and unify millions of data points, which would then be stored in data warehouses for later consumption within the platform through customizable reports and dashboards.
Our next step was to build a proof-of-concept solution and test it among a small user group of marketing managers in the sports industry. In the early stages, our team was accountable for designing all user interfaces, front-end and back-end development, cloud architecture, and DevOps activities until the product became mature enough to be launched to a wider audience.
In order to help companies develop a unified view of each customer, we needed to facilitate several custom and third-party integrations between the CDP and the companies' marketing and sales tools (e.g., CRM, ERP, e-commerce, mobile applications, live chats, offline point of sales, social media, and others). With every integration, each customer's data trait was enriched within the CDP, giving organizations a way to analyze, segment, and identify patterns, and make data-driven decisions around new products and services, or personalized customer experience and communication.
By developing their new software, Datatalks transitioned from a data agency focused on services to a more efficient product software company. This transformation has opened up new avenues for growth and has attracted more clients.
Clients now have the ability to independently manage all their customer data in one place, providing them with complete visibility into the customer journey, rather than using multiple tools and scattered software.
Building on the success of our multi-year partnership, Twistag, and Data Talks saw opportunities to transform the Customer Data Platform (CDP) into a more intelligent and proactive tool for sports organizations. With the CDP’s growth in features and usage, the need for streamlined, AI-driven solutions became apparent, significantly reducing time-to-value and simplifying complex data segmentation tasks. We introduced our product and AI strategists to refine the platform and empower users with advanced, easy-to-use AI capabilities.
Through intensive collaboration, including customer interviews replays and CDP analysis, our teams pinpointed segmentation as a key area for improvement. Although powerful, data segmentation required considerable user support. To bridge this gap, we integrated a seamless Segmentation Assistant that offers users targeted suggestions based on business goals and auto-categorizes attributes using AI. This feature solved the “cold start” problem, enabling users to segment audiences effectively without extensive prior knowledge.
Taking a step back to build on the Segmentation Assistant’s success, we developed Dattie — an autonomous in-house assistant for DataTalks’ Customer Data Platform. Dattie provides users with real-time guidance, answering queries about data insights, product features, and more. With transparency and explainability, Dattie allows users to follow its decision-making process and quickly move between the assistant and the platform’s features. This new assistant redefines user support and interaction, delivering a seamless experience that aligns with DataTalks’ mission to make data actionable and intuitive.
Whether you need a dedicated team, end-to-end project, or a proof of concept, we're flexible to support your journey.
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