How ActionIQ built a truly composable customer data platform using Amazon Redshift

This post is written in collaboration with Mackenzie Johnson and Phil Catterall from ActionIQ.

ActionIQ is a leading composable customer data (CDP) platform designed for enterprise brands to grow faster and deliver meaningful experiences for their customers. ActionIQ taps directly into a brand’s data warehouse to build smart audiences, resolve customer identities, and design personalized interactions to unlock revenue across the customer lifecycle. Enterprise brands including Albertsons, Atlassian, Bloomberg, e.l.f. Beauty, DoorDash, HP, and more use ActionIQ to drive growth through better customer experiences.

High costs associated with launching campaigns, the security risk of duplicating data, and the time spent on SQL requests have created a demand for a better solution for managing and activating customer data. Organizations are demanding secure, cost efficient, and time efficient solutions to power their marketing outcomes.

This post will demonstrate how ActionIQ built a connector for Amazon Redshift to tap directly into your data warehouse and deliver a secure, zero-copy CDP. It will cover how you can get started with building a truly composable CDP with Amazon Redshift—from the solution architecture to setting up and testing the connector.

The challenge

Copying or moving data means heavy and complex logistics, along with added incurred cost and security risks associated with replicating data. On the logistics side, data engineering teams have to set up additional extract, transform, and load (ETL) pipelines out of their Amazon Redshift warehouse into ActionIQ, then configure ActionIQ to ingest the data on a recurring basis. Additional ETL jobs means more moving parts, which introduces more potential points of failure, such as breaking schema changes, partial data transfers, delays, and more. All of this requires additional observability overhead to help your team alert on and manage issues as they come up.

These additional ETL jobs add latency to the end-to-end process from data collection to activation, which makes it more likely that your campaigns are activating on stale data and missing key audience members. That will have implications for the customer experience, thereby directly affecting their ability to drive revenue.

The solution

Our solution aims to reduce the logistics already discussed and enables up-to-the-minute data by establishing a secure connection and pushing queries directly down to your data warehouse. Instead of loading full datasets into ActionIQ, the query is pushed to the data warehouse, making it do the hard querying and aggregation work, and wait for the result set.

With Amazon Redshift as your data warehouse, you can run complex workloads with consistently high performance while minimizing the time and effort spent in copying data over to the data warehouse through the use of features like zero-ETL integration with transactional data stores, streaming ingestion, and data sharing. You can also train machine learning models and make predictions directly from your Amazon Redshift data warehouse using familiar SQL commands.

Solution architecture

Within AWS, ActionIQ has a virtual private cloud (VPC) and you have your own VPC. We work within our own private area in AWS, with our own locks and access restrictions. Because ActionIQ is going to have access to your Amazon Redshift data warehouse, this implies that an outside organization (ActionIQ) will be able to make direct database queries to the production database environment.

For your information security (infosec) teams to approve this design, we need very clear and tight guardrails to ensure that:

• ActionIQ only has access to what is absolutely necessary
• No unintended third party can access these assets

ActionIQ needs to communicate securely to satisfy every information security requirement. To do that, within those AWS environments, you must set up AWS PrivateLink with ActionIQ to create a secure connection between the two VPCs. PrivateLink sets up a secure tunnel between the two VPCs, thus avoiding any opening of either VPC to the public internet. After PrivateLink is set up, ActionIQ needs to be granted privileges to the relevant database objects in your Amazon Redshift data warehouse.

In Amazon Redshift, you must create a distinct database, a service account specifically for ActionIQ, and views to populate the data to be shared with ActionIQ. The views need to adhere to ActionIQ’s data model guidelines, which aren’t rigid, but nonetheless require some structure, such as a clear profile_id that is used in all the views for easy joins between the various data sets.

Getting started with ActionIQ

When starting a hybrid compute integration with Amazon Redshift, it’s key to align your data to ActionIQ’s table types in the following manner:

• Customer base table: A single dimension table with one record per customer that contains all customers.
• User info tables: Dimension tables that describe customers and join to the customer base table. They often contain slow-moving or static demographic information and are typically matched one to one with customer records.
• Event tables: Fact or log-like tables contain events or actions your customers take. The primary key is typically a user_id and timestamp.
• Entity tables: Dimension tables that describe non-customer objects. They often provide additional information to augment the data in event tables. For example, an entity table could be a product table that contains product metadata and joins to a transaction event table on a product_id.

Now you can set up the connection and declare the views in the ActionIQ UI. After ActionIQ establishes a table with master profiles, users can begin to interpret those tables and work with them to build out campaigns.

Establish a secure connection

After setting up PrivateLink, the remaining steps to prepare for hybrid compute are the following:

1. Create a separate database in Amazon Redshift to define the shared dataset with ActionIQ.
2. Create a service account for ActionIQ in Amazon Redshift.
3. Grant READ access to the service account for the dedicated database.
4. Define the views that will be shared with ActionIQ.

Allow listing

If your data warehouse is on a private network, you must add ActionIQ’s IP addresses to your network’s allow list to allow ActionIQ to access your cloud warehouse. For more information on how to set this up, see the Configure inbound rules for SQL clients.

Database set up

Create an Amazon Redshift user for ActionIQ

1. Sign in to the Amazon Redshift console
2. From the navigation menu, choose the Query Editor and connect to your database.
3. Create a user for ActionIQ:

   CREATE USER actioniq PASSWORD 'password';

4. Grant permissions to the tables within a given schema you want to give ActionIQ access to:

GRANT USAGE ON SCHEMA 'yourschema' TO actioniq;
GRANT SELECT ON ALL TABLES IN SCHEMA 'yourschema' TO actioniq;

You can then run commands in the query editor to create a new user and to grant permission to the data sets you want to access through ActionIQ.

The result is that ActionIQ now has a programmatic query access to a dedicated database in your Amazon Redshift data warehouse, and that access is limited to that database.

In order to make this easy to govern, we recommend the following guidelines on the shared views:

• As much as possible, the shared objects should be views and not tables.
• The views should never use select *, but should explicitly specify each field desired in the view. This has multiple benefits:
  • The schema is robust; even if the underlying table changes, it won’t initiate a change in the shared view
  • It makes it very clear which fields are accessible by ActionIQ and which are not, thereby enabling a proper governance approval process.
• Limiting privileges to READ access means the data warehouse administrators can be structurally certain that the data views won’t change unless they want them to.

The importance of providing views instead of actual tables is two-fold:

1. A view doesn’t replicate data. The whole point is to avoid data replication, and we don’t want to replicate data within Amazon Redshift either. With a view, which is essentially a query definition on top of the actual data tables, we avoid the need to replicate data at all. There is a legitimate question of “why not give access to tables directly?” which brings us to the second point.
2. Tables and data schema change on their own schedule, and ActionIQ needs a stable data schema to work with. By defining a view, we’re also defining a contract for sharing data between you and ActionIQ. The underlying data table can change, and the view definition can absorb this change, without modifying the structure of what the view delivers. This stability is critical for any enterprise software as a service to work effectively with a large organization.

On the ActionIQ side, there’s no caching or persisting of data of any kind. This means that ActionIQ launches a query whenever a scheduled campaign is launched and requires data, and whenever a user of the platform asks for an audience count. In other words, queries will generally happen during business hours, but technically can happen at any time.

Testing the connector

ActionIQ deploys the Amazon Redshift connector and tested queries to validate the success of the connector. After the audience is defined and validated, ActionIQ sends the SQL query to Amazon Redshift and it returns information. We also validate the results with Amazon Redshift to ensure that the logic is correct as intended.

With this, you experience a lean and more transparent deployment process. You can see the queries ActionIQ sends to Amazon Redshift, because the queries are logged. You can see what’s going on, what is attributable to ActionIQ, and can see the growth of adoption and usage.

A Connector defines the credentials and other parameters needed to connect to a cloud database or warehouse. The Connector screen is used to create, view and manage your connectors.

Key considerations

Organizations need strong data governance. ActionIQ requires a contract of what the data is going to look like within the defined view. With the dynamic nature of data, strong governance workflows with defined fields are required to run the connector smoothly to achieve the ultimate outcome—driving revenue through marketing campaigns.

Because ActionIQ is used as the central hub of marketing orchestration and activation, it needs to process a lot of queries. Because marketing activity can have significant spikes in activity, it’s prudent to plan for the maximum load on the underlying database.

In one scenario, you might have spikey workloads. With Amazon Redshift Serverless, your data warehouse will be able to scale automatically to manage those spikes. That means Amazon Redshift can absorb large and sudden spikes in queries from ActionIQ without much technical planning.

If workload isolation is a priority and you want to run the ActionIQ workloads using dedicated compute resources, you can use the data sharing feature to create a data share that can be accessed by a dedicated Redshift serverless endpoint. This would allow ActionIQ to query up-to-date data from a separate Redshift serverless instance without the need to copy any data while maintaining complete workload isolation.

The data team needs data to run business intelligence. ActionIQ is driving marketing activation and creating a new data set for the universal contact history—essentially the log of all marketing contacts from the activity. ActionIQ provides this dataset back to Amazon Redshift, which can then be included in the BI reports for ROI measurements.

Conclusion

For your information security teams, the ActionIQ’s Amazon Redshift connector presents a viable solution because ActionIQ doesn’t replicate the data, and the controls outlined establish how ActionIQ accesses the data. Key benefits include:

• Control: Choose where data is stored and queried to improve security and fit existing technology investments.
• Performance: Reduce operational effort, increase productivity and cut down on unnecessary technology costs.
• Power: Use the auto-scaling capabilities of Amazon Redshift for running your workload.

For business teams, the ActionIQ Amazon Redshift connector is querying the freshest data possible. With the connector, there is zero data latency—an important consideration with key audience members that are primed to convert.

ActionIQ is excited to launch the Amazon Redshift connector to activate your data where it lives—within your Amazon Redshift data warehouse—for a zero-copy, real-time experience that drives outcomes with your customers. To learn more about how organizations are modernizing their data platforms using Amazon Redshift, visit the Amazon Redshift page.

Enhance your Amazon Redshift investment with ActionIQ.

About the authors

Mackenzie Johnson is a Senior Manager at ActionIQ. She is an innovative marketing strategist who’s passionate about the convergence of complementary technologies and amplifying joint value. With extensive experience across digital transformation storytelling, she thrives on educating enterprise businesses about the impact of CX based on a data-driven approach.

Phil Catterall is a Senior Product Manager at ActionIQ and leads product development on ActionIQ’s foundational data management, processing, and query federation capabilities. He’s passionate about designing and building scalable data products to empower business users in new ways.

Sain Das is a Senior Product Manager on the Amazon Redshift team and leads Amazon Redshift GTM for partner programs including the Powered by Amazon Redshift and Redshift Ready programs.