Customer Data Platform
Retail & CPGBusiness Impacts
Customer Profiling & Segmentation
360ยฐ
View of customer
Insights Generation
Customer Key Facts
- Location : Europe
- Industry : Retail & Luxury Goods
Problem Context
A French multinational corporation specializing in luxury goods had a customer data platform (CDP), Amperity, that was integrated with Salesforce; hence, the user unification and user data deduplication logic was unknown. They wanted a transparent CDP solution on Google Cloud Platform with integration to Salesforce, as well as a feature for ingesting customer records from various marketing tools in CSV and Microsoft Excel format.
Challenges
- Data Ingestion from various data sources to Google’s BigQuery
- Match & Merge Algorithm for record unification
- Bidirectional data flow to and from Salesforce
Technologies Used
Google's BigQuery
Google Cloud Composer
Google Cloud Dataflow
Google Cloud Storage
Google Cloud Functions
Google Cloud VPC
Google Cloud Source Repositories
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Building a Customer Data Platform to Unify Customer Records, Perform Profiling & Segmentation, and Automate Reporting
Solution
Quantiphi ingested customer data from various data sources to Google's BigQuery. Then, custom white-box algorithms were used to match and merge customer records. A golden record was created that unified all of the customer data, such as Name, Email, Phone Number, for the same customer. This golden record was then updated in the Salesforce environment as Persona 360 using the bi-directional integration between Google Cloud Platform (GCP) and Salesforce.
Quantiphi also created a User Interface (UI) for the client's Marketing and IT teams to upload customer data from various marketing tools and sources in both CSV and Excel format. This uploaded batch was automatically ingested and unified with the existing customer records via the CDP on GCP and then updated in Salesforce as well.
Result
- Ability to upload existing customer data via a UI
- Bi-directional Integration with CRMs and external sources
Published on February 5, 2021
