Hull: Unifying Data to Increase Engagement

Data integration is the key to unlocking better engagement. Hull, a customer data platform created to assist data engineers, syncs data from multiple silos into one unified database. This organized data, which may include back-end data, enables users to craft personalized emails with the potential to increase engagement. Hull currently provides these services for scaling a number of different B2B SaaS startups.

Ed Fry, who works in the Growth division at Hull, discusses how the data layer of companies is vital, and involves marketing, finances, and various operations. The number of data engineers who fill these roles has increased 10x over the past three years. Four to five hours a day, these engineers use Hull to compute data for themselves and other teams, and that number is growing. Fry recognizes that companies that want to use data in new and innovative ways have to do work daily on an operational level. As a result, these differing realms, including marketer-owned customer data and sales-owned customer data, are drawing together on a real operational level.