Problem Statement

The retailer struggled with fragmented and duplicate customer records across multiple systems, leading to ineffective personalization and loyalty program dissatisfaction. Marketing campaigns underperformed, and compliance response times lagged.

Key Challenges

• Customer data scattered across loyalty,

  e-commerce, POS, and CRM platforms.

• High volume of duplicate and incomplete

  customer profiles (~30%).

• Loyalty points lost or inaccurately

  tracked due to multiple customer IDs.

• Personalized campaigns failing

  because of inconsistent data.

• Difficulty in responding

  to privacy and compliance requests on time.

Solution Implemented

• Deployed Semarchy xDM natively: in Snowflake to unify and govern customer data.

• Executed pushdown-optimized : matching, merging, validation, and enrichment directly inside Snowflake.

• Leveraged Snowpark : Container Services for workflows and no-code stewardship apps.

• Enabled browser-based xDM interface : for business users to manage Golden Records without IT dependency.

• Maintained zero data movement : with Snowflake-native deployment, ensuring security and governance.

Business Impact

• Unified 3M+ customer records

  in just 8 weeks, creating Golden Records.

• Achieved a 20% uplift

  in campaign ROI by eliminating duplicate targeting and enabling accurate personalization.

• Reduced churn in the loyalty program

  by consolidating duplicate IDs and showing customers their true rewards.

• Improved compliance efficiency

  with faster responses to consent and privacy requests.

• Lowered marketing waste

  by reducing spend on duplicates and irrelevant campaigns.