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Explore a 53-minute conference talk from the Data Science Festival featuring Rita Figueiredo and Carmela Brook as they discuss the journey of migrating a Customer Relationship Management (CRM) platform and the value it unlocked. Delve into the vision of becoming the UK's most loved way to eat dinner by focusing on customer needs and building a compelling product. Learn about the migration to Braze, a CRM service provider that enables personalized, cross-channel messaging and creates the right infrastructure for future CRM needs. Discover the challenges and learnings from implementing a low-latency single view of the customer, including the cross-functional approach required and the strict deadline for decommissioning Salesforce. Gain insights into the road to implementation and how it paved the way for collaboration with Data Science and future reverse ETL use-cases. Explore the Offer Optimisation algorithm, which tailors offers on a personal level, and understand how the CRM platform migration unlocked new possibilities for this algorithm, from productionization to allowing a broader channel mix.
