Ambition Data
Delivering a New Twist on CDP - Customer Intelligence Platform

When it comes to the Customer Data Platform (CDP) space, the old software paradigm of building once and selling many times—one size fits all platforms—has been placing a hefty burden on any business that uses them. “It’s like putting a round peg into a square hole,” says Allison Hartsoe, the CEO at Ambition Data. As a result, companies using these such CDPs have to constantly shape their business and business processes around the tool. That’s where Ambition Data offers a new twist on a CDP.

Built by analysts who understand the type of customer insights that a specific client data could yield and how to get them, Ambition Data’s approach is tailored to each business such that the data flows correctly and easily. “We’ve spent a significant amount of time in learning how companies use customer data effectively. We are experts in the proper use of anonymous digital behavioural data and how that can be paired with CLV to form an effective understanding of the customer journey,” mentions Allison. To codify its methodologies, Ambition Data has built the Rubano platform, which includes customizable CLV formulas and breakpoints, algorithms that measure customer cadence and track who is on/off cadence, and measures of velocity based on geography and product. All this is designed to help a company see where the customer base is lagging before it’s too late.

The system can operate in batch mode for companies that just want to take the pulse and see where things stand (including how much unlocked value they have in the customer base) as well as run dynamically like a heartbeat. When customers are identified, there’s a simple export process to connect flagged customers into an email, data warehouses, or personalization engines.

We are experts in the proper use of anonymous digital behavioural data and how that can be paired with CLV to form an effective understanding of the customer journey

“Ambition is in the process of taking years of customer analytics experience and locking it into algorithms. These algorithms will be used to support more dynamic data streams. That means businesses can understand where they need to address the health of their customer base more quickly,” states Allison.

Launched in October 2020, Rubano promises a 3-10x return when the data is acted upon. Allison mentions that they have seen DTC retail companies gain insight on who their customers are, when they should discount (or not), when they should reduce spend, and which products anchor their best customers. She adds, “There are many valuable, quantifiable outcomes for marketing when you use customer data consistently and correctly.”

What differentiates Ambition Data is the high-quality analysis that they provide empowered by customizable technology and professional consultants. “We do not seek to be a CDP, but a CIP. We have to have complete, consistent data in order to run our algorithms, so sometimes we need to help our customers gather, repair or augment this data,” says Allison. She further mentions that in the next few months, Ambition Data wants more DTC companies that deeply care about their customers and the healthy growth of their businesses to recognize their offering. To that end, the company is running a podcast and are writing a book about how companies make specific moves to increase customer-centric maturity. “You can hear the fundamentals in the first few podcast episodes. Ultimately, we want our clients to have strong, happy, healthy customers because healthy customers stand for healthy companies that will be around a long time,” concludes Allison.