Global CRM and Data Platform Rollout
Orchestrated a multi-cloud transformation across 3 continents — eCommerce, Salesforce Core, Marketing Cloud, and Data Cloud forged into a data powerhouse.
The Brief
Client wanted for a highly personalized marketing platform including product, content and geofencing triggered real-time campaigns. Implementation required building a referential database for generating reliable state of the customers, consent details and global id.
Constraints
Below 5 seconds latency between the geo-tagging and campaign firing. Optimized consumption rate for the data cloud credits. Clean and centralized customer database
Options Considered
- Streaming-events technology of the data cloud vs direct marketing cloud trigger for the campaigns
- Salesforce Core as MDM solution vs an external MDM tool
- GCP vs Salesforce Data Cloud for KPIs/insights calculation
Decision
Despite the additional cost, data cloud streaming-events has been choosen for the campaign triggering due to additional business value of personalization. Salesforce used as the MDM solution, due to Marketing Cloud being into the picture and its best practise of using contact id as the subscriber key. Insights calculation has been distributed between GCP and Data Cloud for most optimized consumption rate without losing business value.
Outcome
Highly personalized marketing platform with customer-tailored content, recommendation and campaigns running fast enough to notify consumers before leaving the department store.
What I'd do differently?
Project suffered a little on the business alignment vs platform capabilities. To do so, I would own the product introduction before Salesforce to draw a realistic picture about what it is capable and what not - instead of taking over from Salesforce to re-shape the already built expectations.