WorkJanuary 1, 2019

Multi-Brand CDP: 20M+ Contacts, €4B+ Unified Sales

CDP & Platform

Project Notes (full article to be written)

Source: Multi-brand retail group x Fashion e-commerce retailer - CDP Data Alliance (GCP, Python, Terraform, Airflow) Context:

Implementation of group data platform (CDP) consolidating customer data for 20M+ contacts and algorithms across multiple brands
More than €4B in sales covered
Enables data enrichment between brands

Technologies:

Cloud Platform: GCP
Data Warehouse: BigQuery (multi-petabyte scale)
Orchestration: Airflow (100+ DAGs)
Infrastructure: Terraform (infrastructure as code)
Compute: Kubernetes
Languages: Python, SQL

Technical Solutions:

Customer deduplication algorithm through development of customer graph with multithreading
Infrastructure as code and versioning of entire platform with Terraform
Implementation of Airflow CI/CD for pipeline orchestration
Compliant data sharing and enrichment without group-level opt-in

Challenges:

Challenge of non-common definitions across multiple brands
Lack of customer deduplication within individual brands while group-level deduplication is performed

Results:

20M+ customers deduplicated across brands
Customer 360 view covering €4B+ in sales
Multi-brand customers are 2.5x more valuable
€50M+ e-commerce investment secured based on data insights

Related projects

Customer 360°, data pipelines, cross-channel activation, segmentation, business-optimized privacy all delivered in production at scale for retail and luxury.

38M+

Contacts Managed

€5B+

Managed Revenue

32+

Countries

7+

Years CDP Expertise

Data Quality Monitoring: Automated Testing and Time-to-Market Alerting

Data Engineering

Automated data testing for developer time-to-market optimization, automated verification of data engineer work, and real-time alerting on quality anomalies.

Data Team Workflow: Agile, CI/CD, and Time-to-Market Optimization

Data Engineering

Development workflows with data delivery manager and data engineers: agile/kanban processes, priority management, automated testing, CI/CD, and time-to-market optimization.

Data Enrichment Campaigns: Progressive Profiling and Consent-Aware Strategy

Marketing Activation

Marketing/service campaigns for customer data enrichment with targeting by country/brand, service vs. marketing message arbitration based on consents, and profile completion optimization.

Customer 360° Datamarts: Single Source of Truth and Executive Dashboards

BI & Analytics

Implementation of datamarts and BI dashboards for large luxury company with single source of truth, business domain architecture, and executive steering dashboards.

GDPR Privacy Program: Governance Accelerator and CNIL Audit Readiness

Privacy & Compliance

GDPR as data governance and quality accelerator: consent and rights management processes, policy versioning, team training, and demonstration of business benefits (data quality, lineage, catalog).

Data Catalogue: Discoverability, Governance, and Self-Service Adoption

Data Governance

Implementation of data catalogue for large luxury company with business/technical definition alignment, adoption strategy, and improved data discoverability and quality.

User Journey Optimization: Cross-Channel Campaigns and Behavioral Targeting

Marketing Activation

Behavioral segmentation engine and automated campaign triggers optimized for user journey.

Multi-Brand Governance Framework: RACI and Cross-Group Steering

Data Governance

Data governance framework for multi-brand and multi-country company with stakeholder RACI, roles/responsibilities, data management processes, and cross-house/technical team steering.

Multi-Country Marketing Opt-in: Opt-in/Opt-out Strategy by Country

Privacy & Compliance

Implementation of consent management framework across 32 countries with opt-in rate optimization (+18-22%) and 100% compliant marketing activation generating 70-85% addressable audience.

Global CDP Platform: 18M+ Contacts, 32 Countries, €1B+ Sales

CDP & Platform

CDP deployment covering 18M+ contacts, 32 countries, €1B+ sales with Customer 360°, marketing activation, and multi-jurisdictional privacy compliance.

Multi-Brand Audience Sharing: Prioritization and Conversion Impact

Marketing Activation

Implementation of marketing audience sharing between brands via third-party (retail media platform) with audience prioritization, privacy-safe processes, and measurable impact on conversion and campaign ROI.

Multi-Brand Cannibalization Analysis: Optimizing Global Customer Value

BI & Analytics

Cross-brand customer cannibalization and complementarity analysis for retail group, with multi-brand CLV measurement and global customer value optimization strategies.