Learn customer data management

Master your customer data with Hull’s 5-part customer data academy

Customer data sits at the heart of every business, but few teams understand how to manage their customer data effectively.

We’ve designed this five-part customer data academy to help you pull together the story of each customer, and use it across every tool.

Chapter one: Customer Data

How the customer stack simplifies everything

There are lots of moving parts with customer data, which makes it hard to understand. In the first chapter, we’ll lay out a simple four-part framework for thinking about how your customer data flows. Instead of a mess of different tools, teams and data, a simple customer data model you can immediately apply to your own business.

Read this chapter on the customer stack data model
Chapter Two: Data Cleansing

How to wipe out your 34 layers of customer data puke

Your customer operations is only as good as your data. In the second chapter, we focus on how to transform your raw “data puke” into quality, clean, immediately useful data ready to use in all your tools.

Read this chapter on data cleansing
Chapter Three: Data Integration

How to fix your SaaS fRaNkenSTaCk

How do you make your dozens of sales, marketing, and customer-facing tools work together? In the third chapter, we’ll discuss how to get the data your teams need into the tools they want to use, including all seven methods for integrating customer data together.

Read this chapter on customer data integration
Chapter Four: Orchestration

Coordinate all your tools, teams, and data with cloud orchestration

Teams own tools. Tools own data. How do you them all work together? In the fourth chapter, we’ll expand on the Customer Stack model from chapter one to create a two-layered model. We’ll then use this model to show how you can use all your customer data, tools, and teams together to orchestrate, automate, and personalize your entire customer journey.

Read this chapter on cloud orchestration
Chapter Five: Data Governance

How to roundup your customer data cowboys

In the fifth and final chapter, we’ll tackle the biggest challenge of them all - the people! How to restore control to your customer data management, and break your teams cowboy attitudes and data dueling.

Read this chapter on data governance

Learn how Hull works

Hull is a customer data platform. It sits at the heart of your customer stack.

Connect and combine data from all your tools and databases into a unified customer profile. Transform, enrich, cleanse, and segment profiles, then sync across all your tools in real-time.

Learn how Hull works

Learn how other data-driven marketers use Hull

Hull enables you to orchestrate data across many tools. Marketers use Hull to generate, nurture and qualify leads at scale. Grab their data-driven playbooks.

Get Hull's data-driven marketing playbooks