Data-Driven Precision Marketing with a Composable CDP
Challenge Overview
The client faced the challenges of driving high-quality customer acquisitions at scale with cost efficiency. Additionally, they needed to effectively engage customers across their lifecycle to improve retention and increase cross-sell opportunities, all while adapting to the evolving landscape of privacy and technology.
Impact Metrics
~15% Increase in Lead Quality via Smarter Audiences
~20% Drop in CPA through Accurate Tracking & Optimisation
Solution
Privacy-Centric Data Collection & Integration
Implemented a consented data collection framework using industry-standard hashing/encryption and anonymisation techniques to securely collect behavioural (web/mobile analytics), engagement (app, WhatsApp, engagement platform), and transactional data (e.g., account information, transactions) from enterprise source systems into a unified single-point repository. This ensures compliance while enabling seamless, privacy-aware data sharing and analysis.
Composable CDP Development & Customer Intelligence
Built a scalable Customer Data Platform (CDP) incrementally, aligning with a long-term vision. Leveraged ML/AI-driven profiling to generate deep customer insights and implemented a lead utilisation framework within the CDP, encompassing customer profiling (segmentation, preferences, affinities), value prediction (lead scoring, propensity, LTV), prioritisation (CLTV, conversion probability), and fulfilment prediction to optimise engagement and conversions.
Predictive Audience Activation & Automated Engagement
Developed AI-driven audience segments (e.g., churn risk, high-value, conversion-ready) using predictive modelling and enabled real-time activation via Reverse ETL, automating audience syncs to paid and owned channels. This empowered value-based bidding and dynamic remarketing across the full customer journey (Upper, Mid, Lower Funnel) for optimised engagement efficiency.
Role & Responsibilities
Provided overall strategic input and execution, including CDP architecture and stack definition. Oversaw media and marketing inputs, tech and analytics, GA implementation, and the migration to GA4. Defined the vision, provided structure, and defined KPIs for the project, leveraging understanding of the AWS and Google Cloud marketing stack, guiding a talented engineering team.