Request a Demo

Three Steps to Uncover your Most Valuable Customer

A Practical Guide


Customers are the lifeblood of any business, but it’s a reality for any organization that some customers contribute more to the bottom line than others. Organizations that understand this, and understand how to identify, attract, and retain their most valuable customers, have an edge. Whether your criteria for Most Valuable Customer, or MVC, is based on lifetime value, transaction value, repeat purchase intentions, willingness to recommend your business, or other metrics, having this level of data about your customers lets you take control of your customer experience, building new ways to foster ongoing relationships, accelerate purchasing, and even act as influencers for your brand.


Step One

Start by asking a set of foundational questions.

  1. Do you have all the data you want to understand your customer better?
  2. Are there data sources that you can’t access?
  3. What data is missing?
  4. What columns couldn’t you live without?
  5. Are some columns typically incorrect?
  6. How often do you guess where the data might be?
  7. How many customer records have all of the data that you need?

By answering these questions, you begin to see that bringing all your data sources together to get the broadest picture is a critical foundation for success. It’s important to cast the widest net for data so as not to miss out on valuable insights.

Step Two

The next critical step is to address data quality by creating a unified data model to weed out inconsistencies, ambiguities, and gaps. You might find that columns are repeated across different source systems, and you have to decide which to use, whether to combine the two, or possibly to discard one. You might discover that one department defines a business term differently than another department. You might find gaps that can be filled with third-party data. In this process, you’re aiming to create a unified picture of customer data so that your analysts can ask questions, and more questions, to discover just how your most valuable customers are engaging with your organization.</p<

Step Three

Finally, you must also have the technologies and data accesses to accelerate analysis based on the latest data.. After all, with the accelerated rate of change we’re all seeing in our businesses, how you define your most valuable customers may rapidly change, and without agile access to data, your capacity for insight is left behind. Knowing how rapidly your data is updated, how quickly your data goes out of date, and how long it takes to get new data and fresh data is critical. You also need performant infrastructure and tools to ask additional questions and conduct drill-downs as quickly as possible.

Obviously, the right approach is to choose technologies that let you overcome these challenges. Is there a tool that helps organizations address the challenges by improving data access, data quality, and data performance?

That’s where AtScale can help.

AtScale Product Overview:

AtScale provides the premier platform for data architecture modernization. AtScale connects you to live data using one set of semantics without having to move any data. Leveraging AtScale’s Autonomous Data Engineering™, query performance is improved by order of magnitude. AtScale inherits native security and provides additional governance and security controls to enable self-service analytics with consistency, safety and control. AtScale’s Intelligent Data Virtualization™ and intuitive data modeling enables access to new data sources and platforms without ETL and or needing to call in data engineering.


AtScale provides a streamlined way for organizations to create a rich, self-service semantic model, across first-party and third-party data sources. It’s used by Global 2000 companies to help them discover the most valuable characteristics of their most valuable customers.

AtScale serves as an engine that accelerates and deepens analysis. By providing a connection to all disparate data sources, including data lakes and data warehouses, it gives analysts an agile way to build new data models based on a broader set of data where new data sets can be added quickly. And by providing a “virtual cube” for any and all business intelligence tools, AI/ML tools, and applications, everyone is able to use the same data with consistent definitions for improved consistency without concerns about added complexity or reduced performance.

The AtScale platform:

  • Combines all data sources to become a “single source of truth.” AtScale helps organizations avoid the necessity of conducting analysis on data subsets and extracts or limited data sources. Connecting different sources and worrying about access become problems of the past
  • Ensures that data sources support your efforts. AtScale lets analysts identify and fix gaps or ambiguities in the data by giving everyone a consistent, single view of all data sources. New data capture methods or third-party gaps can fill in the gaps.
  • Accelerates time to insight. Organizations that choose AtScale have a tool that powers live connections to the latest data sources with accelerated performance. Query times are improved anywhere by 5x to 100x. Analysts now have a way to access more data, from more sources, use more rows, more quickly, and deliver analysis to help identify MVCs right away for better business decision-making.

Powering an integration of data science and business intelligence to uncover new insights, organizations use AtScale to enhance their customer profiles with social media signals, integrate social influence data into MVC scoring, and combine direct sales and influence sales to gain a more complete understanding of customer value.


AtScale helps organizations discover their Most Valuable Customers by improving the analysis used to make business decisions. AtScale users are able to deliver better sales analytics velocity and granularity by accelerating application data exchange, providing self service tooling, and facilitating a scalable infrastructure AtScale is a powerful Cloud OLAP tool for virtualizing data sources without data movement, and it’s used the Global 2000 to make million dollar decisions.

What AtScale capabilities help organizations uncover their most valuable customers?

AtScale provides Intelligent Data Virtualization™, giving organizations a way to virtualize any data source (data lake or data warehouse, on-premise or in the cloud) and create a virtual cube, without data movement, that serves the organization as a multi-source spanning Universal Semantic Layer™ for consistent analysis over time.
AtScale powers lightning-fast analytics at scale. Organizations that choose AtScale have a tool that powers live connections to any data source with accelerated performance. Analysts now have a way to access more data, from more sources, use more rows, more quickly, and deliver sales analysis that impact business performance right away. Query times are improved anywhere by 5x to 100x.
AtScale enables secure and governed self-service data access. Rather than submitting trouble tickets to access a data warehouse or waiting on a data scientist to send an extract, analysts have seamless live data access to any data set that’s connected to AtScale. Instead of dozens of sources, AtScale becomes “the single source of data” for any requirement. Organizations can minimize manual engineering like cube building and ETL. They can also easily add new datasets and quickly add new dimensions.
AtScale works with your existing preferred BI tools. Whether someone is using a BI tool, an analytics tool, or others, AtScale powers the virtual cube and business definitions. Direct data access from Excel, Tableau, Power BI and other tools lets organizations choose the right tool for the job.
AtScale improves cloud utilization. AtScale works with on-premise data warehouses and data lakes as well as cloud data sources. Organizations that experience delays due to data center provisioning can easily leverage the cloud without disrupting their AtScale virtual cubes.
AtScale is also a powerful alternative to SSAS. With SSAS, there’s no agility and often no performance, it takes IT ages to add a dimension or data set and takes minutes to access a data set.. AtScale allows you to do multi-dimensional modeling much faster and offers accelerated access.


To summarize, AtScale powers many organizations in their search for their Most Valuable Customers. Regardless of what your metrics are, how many data sources you’re spanning, or how many data points you have to analyze, AtScale offers the power you need to succeed.

More Great Content


AtScale powers the analysis used by the Global 2000 to make million dollar business decisions. The company’s Intelligent Data Virtualization™ platform provides Cloud OLAP, Autonomous Data Engineering™ and a Universal Semantic Layer™ for fast, accurate data-driven business intelligence and machine learning analysis at scale. For more information, visit