Unified Customer Data Strategy for Multi-Brand Retail Group

A growing retail group with three independent brands came to Antarita Digital Cloud with a visibility problem. Each brand had its own CRM, e-commerce platform, and email tool. Customer data was fragmented. Reporting was inconsistent. Personalization was limited to first-name tokens. They had data. But no unified customer intelligence.

1. CDP Architecture & Data Unification

We designed and implemented a centralized Customer Data Platform built on Salesforce Data Cloud to create a single, unified customer profile across brands. Data sources integrated: E-commerce transactions, CRM contacts and opportunities, email engagement data, website behavioral tracking, loyalty program data, paid media audience signals. We defined a structured identity resolution strategy using deterministic and probabilistic matching logic to eliminate duplicate profiles and merge fragmented records. The result was one consolidated customer view — not five partial ones.

2. Data Governance & Strategy Framework

A CDP without governance becomes noise. So we implemented: Standardized data models across brands, consent and preference management controls, field naming conventions, data validation rules, automated data quality monitoring dashboards. We also created a clear data ownership model to define who manages, approves, and maintains customer data across marketing, sales, and IT. This ensured long-term scalability and compliance.

3. Advanced Segmentation & Personalization

With unified data in place, we enabled advanced segmentation strategies based on: Lifetime value tiers, cross-brand purchase behavior, engagement frequency, predicted churn probability, product affinity modeling. Segments were synced directly into marketing automation platforms to power personalized email, SMS, and paid campaigns. Dynamic content blocks were built around behavioral triggers, not static lists.

4. AI-Driven Insights & Predictive Modeling

Using CDP-native analytics, we deployed: Predictive purchase likelihood models, churn risk scoring, next-best-offer recommendations, lookalike audience modeling for paid media. Executive dashboards provided real-time customer intelligence across brands, enabling smarter campaign planning and inventory forecasting.

Results Delivered

Within six months: 28 percent lift in personalized campaign revenue, 22 percent improvement in customer retention, 35 percent reduction in duplicate contact records, unified cross-brand reporting for leadership. What changed wasn't just reporting. It was decision-making. Marketing shifted from guesswork to data-backed precision.

Why Antarita Digital Cloud?

At Antarita Digital Cloud, our CDP & Data Strategy services focus on building scalable, AI-ready customer data ecosystems. We combine CRM integration, data architecture, segmentation strategy, and governance frameworks to help organizations unlock real customer intelligence. A Customer Data Platform should do more than store data. It should power growth, personalization, and smarter decisions across every channel.