Customer Data Platform for an American Payment and Financial Services Provider
BFSIBusiness Impacts
Increased ROI on ads spend
Built a foundation to achieve data-driven marketing analytics
Provided a 360-degree customer view
Enhanced efficiency in ad hoc rule management
Customer Key Facts
- Country : United States
- Size : 2400+ Employees
- Industry : BFSI
Problem Context
The client is a US-based cross-border P2P payments and money transfer company that provides services across the world at both digital and retail locations. They needed a 360-degree view of their customers to achieve real-time communication with them based on the ad hoc rules created by the client’s marketing team.
Challenges
- Multiple entry points for data from various sources
- Integration of data from web and application-based sources
- Difficulty in real-time data ingestion from sources to Google BigQuery
- Maintaining bidirectional dataflow to and from Salesforce
Technologies Used
Google Analytics 360
Firebase
Google BigQuery
Looker
Google Cloud Function
Salesforce
Google AI Platform
Google App Engine
Solution
Quantiphi initiated data engineering by cleaning and transforming client's data. We built rule-based engines to process the data and cater to ad hoc requirements by referring to the real-time Customer Data Platform.
We built various ML-based models, like Churn, CLTV, Segmentation, and Propensity, in order to enable the client to identify the next best action for their customer.
Result
- Improved marketing-related attributes like return on ad spend (ROAS) and optimal targeting of customers
- Unified view of every customer at an individual level from various data sources to identify them using unique Golden IDs
- Facilitated data-driven marketing analytics for an intelligible understanding of business operations and marketing efforts
- Enhanced efficiency of ad hoc rule management
