Leveraging Data as a Competitive Advantage with Airbyte’s Michel Tricot 

December 1, 2021
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Leveraging Data as a Competitive Advantage with Airbyte’s Michel Tricot 

High-growth companies have more data than ever before. Their challenge is to properly manage, integrate, and organize complex data sets. That’s where Airbyte comes in. 

An open-source data integration, Airbyte collects and moves data seamlessly. The Tydo team sat down with Airbyte CEO Michel Tricot to chat about data fragmentation, Airbyte’s core value proposition, and how data stacks can be leveraged into a clear competitive advantage. 

Data Fragmentation & Hypergrowth

As new companies reach hypergrowth and SaaS products emerge from stealth mode, fragmented data is a common and urgent problem. The majority of early-stage companies struggle to maintain a complete view of all their datasets and integrate these assets. 

Airbyte is tackling this exact issue.

The challenge with data stacks is that every company has different needs and collects different types of information. Using Airbyte, companies can quickly pull data from various platforms (Shopify, Facebook, etc) and centralize it in one place where every team member can easily access it. 

In turn, data engineers can extract clear insights, segment users for user feedback, and directly improve the business. With this 360 degree lens, companies can better target their customers. As a result, the visibility and improved data calibration drives clear competitive advantages.

“Most high-growth companies have a seemingly endless array of data silos. It’s nearly impossible for a team to break them all down in tandem. That’s why they need Airbyte and our 360 degree view.”  

Portability, Accuracy, and Security 

Airbyte’s core value proposition is centered around three factors: portability, accuracy, and security.

Portability, or the ability to easily retrieve data, comes first. That's because accuracy only comes into play once data is readily available.

After a business uses Airbyte to import data, the question then shifts into the accuracy of their ported data. As it relates to accuracy, Airbyte maintains strict rules around how their team manages schema changes and how they ensure assets are valid. 

The final piece is security, which boils down to data warehouses and the intelligence Airbyte builds on top of their own pipes. Michel points out that the Airbyte team focuses a ton of time and energy on ensuring that data can safely move from any source to the final warehouse.

“Ultimately, with Airbyte, we want to give people improved access to data.”

Airbyte’s Open-Source Model

Airbyte’s platform can be used across nearly all company verticals.

For example, they work with ecommerce companies to pull data from Shopify, Google Analytics, and ad accounts. In tandem, they also partner with fintech and healthtech companies, who have much stricter requirements around what they can do with data sets. 

Their open-source model performs extremely well across all verticals because each company can customize the code to guarantee that no one else but them has access to their data.

Additionally, it’s easy to install Airbyte into existing code architecture, which enables companies to maintain control of their own data. While Airbyte focuses on helping companies port in data, teams are freed up to focus their time on making smarter, more strategic growth decisions. 

In the future, Airbyte wants to leverage its open-source platform to help companies with data movements and provide intelligence so that they don’t see data movement as an urgent issue.

“Data integration is a problem at every single company. Full stop. It’s not just an ecommerce, fintech, or healthtech concern. It affects everyone.”

Use Case: Solving for Attribution 

For emerging brands looking to improve portability and security, Michel points out that the first step is to clearly define a goal before diving into the data. Companies need to ask themselves what kinds of problem they’re trying to solve for instead of pulling data for the sake of pulling data. 

Attribution is a huge problem for brands. In Michel’s words, it’s practically unsolvable. 

However, ecommerce merchants can at least start to understand where they should invest their marketing budget by leveraging data. They can look at how people are behaving based on traffic from various channels. Each channel is a silo of data, and that data can be inform business decisions.

When brands properly centralize their data, they can drive more powerful attribution. Plus, commerce teams can even build out multi-touch models using Airbyte, which  can help them better understand where customers are coming from and more precisely attribute revenue.

“With a 360 degree view of your customer, you can do things that are more personalized and drive a better ROI on any campaign through any channel.” 

Leveraging Data as a Superpower 

Once data is readily available, the challenge is to keep everyone in the loop while centralizing and controlling data flows. More and more consumers are aware of privacy requirements and regulations, and companies need to enforce those rules both internally and externally. 

When data is handled the right way, according to Michel, it can become a superpower. 

In the increasingly crowded realm of analytics platforms that yield data-driven insights, Airbyte serves as both a tool and a connector. At its core, Airbyte’s platform adds a connectivity layer. Thus, companies can use it to power their product while also connecting their customer data. 

“When you see that your competitor is growing faster because their team is smarter with data, you need to rapidly hire people who can use data even better and even smarter. If you don’t do that, you’re going to fall behind.”

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