How We Achieved Retail Success by Implementing a Cutting-edge Global Customer Data Platform

Challenge: Lack of precision in identifying lead and customer data across systems.

The client had diverse customer touchpoints that generated leads and customer records from multiple sources such as Salesforce, custom applications & external market data. Due to the legacy architecture, the client faced several business challenges such as,

• The overlay of customer & lead records led to improper customer segmentation and data inconsistencies.
• Due to numerous source touchpoints, user details like names, phone numbers, and email addresses were incorrectly linked to the same customer.

Overall, the stale and overlay records added complexity to the client’s data model, hampering their ability to achieve business goals.

Solution: Improving customer acquisition with targeted marketing campaigns

Our data specialists strategically consolidated customer data to create a unified and accurate database, resulting in enhanced business outcomes, targeted marketing campaigns, and refined customer segmentation.

Here’s what we implemented:

Data pipeline development:

We implemented a full-cycle data pipeline to ingest historical data from diverse source touchpoints and centralize it into a unified NoSQL database. This database delivered a cohesive customer perspective, allowing us to analyze data from a variety of sources such as Salesforce, custom applications & external market data.

Global Customer Database Platform (GCDP):

We conducted a thorough data profiling and collaborated with key stakeholders to pinpoint and define the essential business rules. This process enabled us to successfully identify the definitive customer record and establish the groundwork for an efficient Global Customer Data Platform (GCDP).

Data enrichment & integration:

Through the utilization of Address Doctor, we elevated data standardization and precision by rectifying spelling errors in addresses and enhancing data with accurate numerical formats. Consequently, marketing campaigns adeptly identified and engaged potential leads, driving superior outcomes and campaign performance.

Further, we utilized Databricks as an ETL platform to integrate the data seamlessly.

Building Customer360 with NoSQL database API:

By leveraging the NoSQL database API, we materialized a comprehensive view of the customer journey, known as Customer360. This allowed us to capture real-time data streaming through Spark Streaming, enabling us to create customer segments based on factors like gender, income, and historical significance.

These segments played a crucial role in strategizing targeted sales & marketing campaigns with personalized messaging, enhancing the overall customer experience.

Data quality framework:

To ensure precise data accuracy, we developed a strong data quality framework that conducts automated checks based on established business rules. Any anomalies were immediately identified through the notification service, enabling swift corrective actions.

Benefits: 360-degree view of customers and personalized marketing campaigns

• Accurate & consolidated customer data empowered the client to devise impactful marketing campaigns, leading to increased sales performance.
  20x Increase in ROI of marketing campaigns
• Through distinct segmentation of leads and customers, the client could precisely analyze customer behavior & preferences.
  100% Precision in golden customer record
• The streamlined data lifecycle elevated business efficiency by empowering the client with decision intelligence.
  86% Faster decision-making

Ready to take your retail operations to the next level?

With our proven track record and technical prowess, we can help your business foster a data-driven culture & achieve tangible business results. Whether you’re struggling with outdated data systems or facing challenges in customer data management, we’re here to assist you.

Partner with us and embark on a journey towards an insights-powered business model.