Retail - Customer Data Platform & Marketing Analytics

Overview

A national retail brand with e-commerce and 600+ physical stores needed to unify fragmented customer data across multiple systems to deliver personalized omnichannel experiences, optimize marketing spend through accurate attribution, and improve customer lifetime value through data-driven engagement strategies.

Key Challenges

• Customer data siloed across 12+ systems: CRM (Salesforce), POS, e-commerce platform, mobile app, email marketing, loyalty program, and web analytics

• Marketing teams spending weeks manually extracting and reconciling customer insights

• Unable to deliver consistent personalized experiences across email, web, mobile, and in-store channels

• No single source of truth for customer purchase history, preferences, and behavioral data

• Generic batch-and-blast marketing campaigns yielding poor conversion rates and high unsubscribe rates

• Difficulty identifying high-value customers for VIP programs and at-risk customers for retention campaigns

• Lack of accurate multi-touch attribution making it impossible to optimize marketing spend

• GDPR and CCPA compliance challenges with fragmented customer consent management

Our Approach

• 1

  Designed and implemented Databricks Lakehouse as unified Customer Data Platform (CDP) foundation

• 2

  Migrated and integrated data from legacy CRM (Salesforce), POS systems, web analytics (Google Analytics), email platform (Mailchimp), and loyalty programs

• 3

  Built comprehensive Customer 360 data model with Delta Lake ensuring data quality and deduplication

• 4

  Deployed ML models for advanced customer segmentation, RFM analysis, lifetime value prediction, and churn risk scoring

• 5

  Implemented real-time personalization engine integrating with website, mobile app, and marketing automation platforms

• 6

  Created multi-touch attribution modeling (first-touch, last-touch, linear, time-decay, algorithmic) for campaign optimization

• 7

  Built self-service marketing analytics platform enabling marketers to create segments and analyze campaigns independently

• 8

  Established comprehensive data governance with Unity Catalog ensuring GDPR, CCPA compliance and consent management

Key Outcomes

• Created unified Customer 360 CDP with 15 million+ customer profiles across all touchpoints

• Improved customer lifetime value (CLV) by 60% through AI-driven personalized engagement and retention

• Increased marketing campaign ROI by 3x with intelligent segmentation and attribution-based budget optimization

• Reduced customer churn by 28% through predictive intervention and targeted retention campaigns

• Enabled marketing teams to generate customer insights and create segments 90% faster with self-service analytics

• Launched real-time hyper-personalized product recommendations increasing average basket size by 32%

• Improved email marketing performance: 45% higher open rates, 67% higher click-through rates

• Achieved full compliance with GDPR, CCPA data privacy regulations with centralized consent management

• Reduced marketing waste by $2.1M annually through accurate attribution and channel optimization