Highlights

• RudderStack's Event Stream and rETL functionalities enhance PrimaryBid's user experiences and campaign effectiveness.
• RudderStack allows PrimaryBid's data engineering team to focus on strategic initiatives instead of managing data pipelines.
  

Key Stats

• Data Engineering reduced time spent on new integrations and managing pipelines.
• The marketing team can now launch new campaigns within a few hours, significantly faster than the previous time frame.
• Real-time data insights improved, allowing for near-instantaneous decision-making during IPOs and public fundraises.

Overview

PrimaryBid is on a mission to democratize access to public markets. In the last 7 years, PrimaryBid has enabled millions of retail investors to participate in IPOs and public company fundraises at the same time and price as institutional investors. Historically, only institutional investors had access to valuable share offers like IPOs and follow-ons.

Since its inception, the London-based company has powered over 300 IPOs, follow-ons, blocks, and debt raises in the UK, settling over 13 billion shares. PrimaryBid has partnered with major entities like the London Stock Exchange, Goldman Sachs, and Deliveroo.

As they gear up to go global, PrimaryBid is doubling down on providing real-time, actionable insights. By focusing on event streaming and activation, they are proving that how you handle user data can make all the difference. Here at RudderStack, we know a thing or two about real-time data. Our solutions are built to integrate seamlessly with PrimaryBid's platform and modern data stack, making sure their data flows smoothly and securely.

Challenge: Data silos, data integration, and fragmented customer journeys

Understanding the user journey is crucial for facilitating investments, ensuring regulatory compliance, analyzing market conditions, and providing investors with relevant information to make informed decisions. PrimaryBid handles diverse data types, including web app events like page views, user sign-ups, transactions, and more bespoke events. Each data type is integral, enabling them to effectively bridge the gap between retail investors and capital markets.

Before implementing RudderStack, PrimaryBid had some insight into their customers, but they were limited by Segment’s pricing model. Primarybid needed an event tracking solution with a pricing model that aligned with the spiky demand of their business model. Segment’s MTU based model forced them to work with limited data. meaning they had limited visibility into the customer journey, and, critically, a limited understanding of what behavior led to transactions. To gain a deeper understanding of the customer journey and of conversions, PrimaryBid sought to upgrade their customer data platform and migrate from Segment to RudderStack.

They needed a partner that could meet several critical criteria:

• Data security: Ensuring data security and governance in a regulated environment
• Global scalability: Supporting growth without compromising performance
• Time to insights: Providing real-time data visualization for public market transactions
• Cost efficiency: Delivering high value without excessive costs

Solution: Data-driven foundation with RudderStack

Implementing RudderStack allowed Primarybid to fill in the missing data gaps, streamline integration work, and focus on what matters: creating a competitive advantage with customer data.

Previously, PrimaryBid lacked a complete view of the customer journey, as existing systems missed key touchpoints, resulting in fragmented insights and missed opportunities for personalization and engagement. This hindered data-driven decisions and effective marketing optimization.

Here’s how PrimaryBid uses RudderStack to solve these problems:

• RudderStack Event Stream: PrimaryBid uses RudderStack Event Stream to capture key behavioral events from multiple touchpoints and route them seamlessly to their BigQuery data warehouse and SendGrid. These touchpoints include web app interactions, page view funnels, user sign-ups, transactions, and more bespoke events. This data collection ensures no part of the customer journey is missed and provides a complete, real-time view of customer interactions.
• RudderStack Transformations: PrimaryBid leverages RudderStack Transformations to enhance data security and privacy through IP anonymization and an allowlist to manage and restrict data access. This capability frees up engineering resources, enabling them to focus on more critical tasks.
• Reverse ETL: Using RudderStack’s Reverse ETL functionality, PrimaryBid syncs non-real-time metrics from BigQuery back into their CRM, ensuring audience segmentation and personalization efforts are always based on the most up-to-date data improves engagement and conversion rates by synchronizing the latest customer insights

By leveraging RudderStack, PrimaryBid now captures the entire customer journey, enabling precise targeting, better personalization, and more value from their data. With a unified data layer and integration with their data warehouse, PrimaryBid easily manages and trusts their customer data, and helps their data team understand what drives conversions.

With the foundation laid and robust data infrastructure in place, PrimaryBid plans to implement RudderStack Profiles to achieve a customer 360 view for granular segmentation, explore the use of Large Language Models (LLMs) for highly personalized customer experiences, and enhance their engagement strategies through deeper product analytics.

Primarybid Data Stack

Sources: JavaScript SDK

Destinations: BigQuery, Slack, SendGrid, HubSpot

Warehouses: BigQuery