Challenge
Guest data lived in POS, loyalty, delivery marketplaces, and email — blocking consistent segmentation and campaign measurement.
Approach
We prioritized high-value journeys (acquisition, frequency, churn), defined identity resolution rules, and implemented incremental pipelines with strong data contracts.
Solution
A Snowflake-centric lakehouse with curated marts, identity stitching, and reverse ETL to Salesforce Marketing Cloud where applicable.
Outcomes
- Faster campaign cycle times with trusted segments
- Improved match rates for known guests across channels
- Foundation for AI-driven personalization experiments
Technology
Capabilities
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