Fivetran Case Studies Imperfect Foods Boosts Reactivations by 53% with Fivetran Integration

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	Imperfect Foods Boosts Reactivations by 53% with Fivetran Integration Fivetran

Imperfect Foods Boosts Reactivations by 53% with Fivetran Integration

Fivetran

Technology Category	Platform as a Service (PaaS) - Application Development Platforms Sensors - Liquid Detection Sensors
Applicable Industries	Cement Food & Beverage
Applicable Functions	Procurement Sales & Marketing
Use Cases	Time Sensitive Networking Usage-Based Insurance
Challenge	Imperfect Foods, an online grocer dedicated to eliminating food waste, faced a significant challenge in managing and utilizing its vast customer data. With hundreds of thousands of customers and an increasing number of data sources, the company struggled to act on this information effectively. The lack of a centralized view of the customer data made it difficult to understand what traits led to high-value customers or what factors influenced customers to order. Imperfect Foods needed a way to consolidate all of its customer data across its entire data stack to leverage it for marketing activation to increase signups and product usage. The company was also limited on engineering resources, which further complicated the situation. Read More
About Customer	Imperfect Foods is a leading online grocer founded in 2015 with a mission to eliminate food waste and build a better food system. As a Certified B Corporation™, the company works directly with farmers and producers to rescue food and deliver it right to customers’ doors. To date, Imperfect Foods has rescued more than 159 million pounds of food from lesser outcomes. The company offers a fully customizable service that is more affordable, and more environmentally friendly, than the average trip to the grocery store. With hundreds of thousands of customers, Imperfect Foods has a vast amount of customer data that it needed to manage and utilize effectively. Read More
Solution	Imperfect Foods turned to Snowflake, Fivetran, and Hightouch to create a continuous flow of data. Snowflake was chosen as a centralized data platform to consolidate all customer data. The simplicity and ease of use of the platform played a crucial role in the decision. With Snowflake, Imperfect Foods could build robust data models around order data, marketing spend, marketing attribution, etc., empowering the marketing team to deliver more personalized engagements and understand the impact of their efforts on business growth. Fivetran was used to automate data pipelines, ingesting customer data from various disparate sources, including backend databases, customer surveys, accounting and inventory data, and spreadsheet data. Fivetran underpinned Imperfect Foods' entire data stack, increasing the power of Snowflake. Hightouch was used for data activation, allowing Imperfect Foods to automatically sync customer data in near real-time to Iterable for lifecycle marketing, and various ad platforms for lookalike audiences and retargeting. Read More Log in to view content
Contents

Technology Category

Platform as a Service (PaaS) - Application Development Platforms

Sensors - Liquid Detection Sensors

Applicable Industries

Cement

Food & Beverage

Applicable Functions

Procurement

Sales & Marketing

Use Cases

Time Sensitive Networking

Usage-Based Insurance

Challenge

Imperfect Foods, an online grocer dedicated to eliminating food waste, faced a significant challenge in managing and utilizing its vast customer data. With hundreds of thousands of customers and an increasing number of data sources, the company struggled to act on this information effectively. The lack of a centralized view of the customer data made it difficult to understand what traits led to high-value customers or what factors influenced customers to order. Imperfect Foods needed a way to consolidate all of its customer data across its entire data stack to leverage it for marketing activation to increase signups and product usage. The company was also limited on engineering resources, which further complicated the situation.

About Customer

Imperfect Foods is a leading online grocer founded in 2015 with a mission to eliminate food waste and build a better food system. As a Certified B Corporation™, the company works directly with farmers and producers to rescue food and deliver it right to customers’ doors. To date, Imperfect Foods has rescued more than 159 million pounds of food from lesser outcomes. The company offers a fully customizable service that is more affordable, and more environmentally friendly, than the average trip to the grocery store. With hundreds of thousands of customers, Imperfect Foods has a vast amount of customer data that it needed to manage and utilize effectively.

Solution

Imperfect Foods turned to Snowflake, Fivetran, and Hightouch to create a continuous flow of data. Snowflake was chosen as a centralized data platform to consolidate all customer data. The simplicity and ease of use of the platform played a crucial role in the decision. With Snowflake, Imperfect Foods could build robust data models around order data, marketing spend, marketing attribution, etc., empowering the marketing team to deliver more personalized engagements and understand the impact of their efforts on business growth. Fivetran was used to automate data pipelines, ingesting customer data from various disparate sources, including backend databases, customer surveys, accounting and inventory data, and spreadsheet data. Fivetran underpinned Imperfect Foods' entire data stack, increasing the power of Snowflake. Hightouch was used for data activation, allowing Imperfect Foods to automatically sync customer data in near real-time to Iterable for lifecycle marketing, and various ad platforms for lookalike audiences and retargeting.

Impact #1	The integration of Snowflake, Fivetran, and Hightouch has significantly improved Imperfect Foods' operational efficiency. The marketing team no longer has to download ad-hoc data sets out of Snowflake to run marketing campaigns across different channels. The company can now build custom audience segments and sync them directly to ad platforms like Google, Facebook, and Tiktok. This has not only reduced the cost of acquisition but also increased customer reactivations. The ability to automatically sync customer data in near real-time is particularly beneficial as customers have limited windows when they can order, making 'time to shop' notifications extremely important. The company's optimization in identifying trends and audience segments that lead to higher-order values is expected to continue improving with time as it iterates and experiments with different audience segments and marketing campaigns.

Impact #1

The integration of Snowflake, Fivetran, and Hightouch has significantly improved Imperfect Foods' operational efficiency. The marketing team no longer has to download ad-hoc data sets out of Snowflake to run marketing campaigns across different channels. The company can now build custom audience segments and sync them directly to ad platforms like Google, Facebook, and Tiktok. This has not only reduced the cost of acquisition but also increased customer reactivations. The ability to automatically sync customer data in near real-time is particularly beneficial as customers have limited windows when they can order, making 'time to shop' notifications extremely important. The company's optimization in identifying trends and audience segments that lead to higher-order values is expected to continue improving with time as it iterates and experiments with different audience segments and marketing campaigns.

Benefit #1	Reduced the cost of acquisition (CAC) by 15%
Benefit #2	Achieved a 53% increase in customer reactivations quarter over quarter
Benefit #3	Automated and optimized data pipelines for every data source

Benefit #1

Reduced the cost of acquisition (CAC) by 15%

Benefit #2

Achieved a 53% increase in customer reactivations quarter over quarter

Benefit #3

Automated and optimized data pipelines for every data source

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Overview

Imperfect Foods Boosts Reactivations by 53% with Fivetran Integration

Operational Impact

Quantitative Benefit