The speed of column-based databases

Column Based DatabasesCan any organization still afford to wait for a third party agency to deliver insight into customer data? And then wait again when that insight prompts a new list of questions? Real-time customer experience marketing and one to one engagement demands a faster, more intuitive way of gaining customer insight than the typical week long turnaround provided by agencies.

The problem is that traditional relational database management technology (RDMBS) was never designed to handle the challenges of customer data. Perfect for transactional activity, the RDBMS’ two-dimensional table of columns and rows is not suited to rapidly trawling through millions of customer records and transactions. This is where a column-oriented DBMS that stores data tables as sections of columns of data rather than as rows of data comes into its own.

This approach is ideal for data warehouses and ad hoc analytics, where aggregates are computed over large numbers of similar data items. A column-oriented database serializes all of the values of the column together, then the values of the next column and so on – therefore only the columns in the query need to be retrieved.

For example, if looking for a specific age range, using an RDMBS the query would require a trawl through each and every row to find the age. Using a column approach, the query heads straight to the age column and delivers the results, within seconds.

So what does this mean in practice? BlueVenn is one of a handful of customer analytics platforms that utilizes column based databases. Combining a Single Customer View (SCV) with BlueVenn delivers super quick analysis – enabling marketers to gain unprecedented insight into customer data.

The result is train of thought analysis: marketers can ask a question, see the result, and respond with another question. This ability to ask question, after question, after question of customer data transforms the way in which marketers can approach campaigns – enabling immediate response to new opportunities and a far more intuitive approach to customer engagement. 

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