Though many strong data teams are building out per-user metrics like engagement score, predicted lifetime value, and favorite product category, few ever put this data to work.
Develop nuanced audiences and build custom traits based on any parameter in your data warehouse in Looker, then send it all to Segment. From there, use Segment to tag users with these traits and pipe them to your favorite marketing tools, like Marketo, Braze, Mailchimp, and more, where you can trigger personalized campaigns.