Retail & E-commerce
Representative engagementPersonalization on a unified customer data platform
A governed customer data platform that gives marketing, commerce and service teams one consent-aware customer view.
Context
The situation
A retailer with online and physical stores runs marketing from several disconnected systems. Customer data lives in the e-commerce platform, loyalty program, point of sale and support tools, and offers are the same for everyone.
Problem definition
How we framed it
Personalization is only as good as the customer profile behind it, so the first phase was a governed customer data platform with consent built in. The second phase used it for recommendations and lifecycle marketing, measured through controlled experiments rather than assumed lift.
Delivery
What we built
- Identity resolution and a unified customer model in the retailer's cloud data warehouse
- Consent and preference management enforced in the data model and activation flows
- Event tracking for web and app with a tracking plan and automated validation
- Recommendation and next-best-offer models activated through email, app and web channels
- An experimentation framework with holdout groups and clear metrics for every campaign
Similar problem? We would love to hear it.
Operating impact
What changes for the business
Marketing teams work from one customer view, campaigns are measured against controls, and personalization improves with each cycle. The platform also serves analytics, forecasting and customer service teams.
Related services
Services involved
Industry
The domain behind the work
Next step
Ready when you are.
Tell us what you are trying to build and we will come back with a point of view, not a pitch.