About the Client
Our client is the largest fast-moving consumer goods (FMCG) company that manufactures and markets a diverse portfolio of food and consumer products. It serves millions of customers through an extensive retail distribution network and a growing digital presence. With a strong focus on innovation, consumer engagement, and digital transformation, the organization uses multiple digital channels, including websites and mobile applications, to deliver seamless customer experiences.
Business Challenges
The client faced challenges in unifying customer data across multiple digital platforms, limiting personalization, campaign effectiveness, and data governance.
Fragmented Consumer Data – Customer information was spread across multiple websites, microsites, and mobile applications, that hindered a single, unified consumer profile.
High Volume of Duplicate Records – Nearly 35–40% of customer profiles were duplicated across digital platforms, impacting audience accuracy and resulting in repetitive marketing communications.
Limited Consumer Profile Enrichment – More than 60% of customer records contained only a few data attributes, restricting audience segmentation and personalized engagement.
Ineffective Consent Process – The absence of a centralized consent management framework created compliance challenges while limiting trust and transparency in customer data management.
Disconnected Campaign Execution – Marketing campaigns operated across 10+ digital platforms and subdomains, leading to inconsistent audience segmentation and fragmented campaign management.
Solution Implemented
We implemented Salesforce Marketing Cloud Personalization as a unified customer engagement platform. The solution connected multiple digital touchpoints into a centralized ecosystem, enabling real-time customer recognition, standardized data collection, and personalized marketing.
Unified Customer Identity – Implemented a cross-channel identity framework that recognizes returning visitors across websites and digital touchpoints. Also, consolidating their interactions into a single customer profile for a consistent personalized experience.
Centralized Behavioral Data Collection – Established a standardized event-tracking framework to capture customer interactions like page visits, clicks, form submissions, and browsing behavior. This ensures high-quality data flows into Salesforce Marketing Cloud Personalization.
Integrated Consent Management – Deployed a centralized consent management solution that securely captures customer opt-ins, maintains communication preferences, and applies consent settings across digital channels to support compliant customer engagement.
Progressive Profile Enrichment – Implemented a progressive profiling approach that collects customer information gradually through ongoing interactions, continuously enriching customer profiles and personalization.
Key Results Achieved
The implementation helped our client build a unified, data-driven marketing ecosystem. Key results include-
Cleaner Customer Profiles – Reduced duplicate consumer profiles to below 5%, improving audience accuracy and campaign performance reporting.
50% Faster Campaign Execution – Reduced average campaign turnaround time from 7–8 days to 3–4 days by consolidating marketing operations onto a unified platform.
Smarter Audience Targeting – Enabled behavior-based audience segmentation using unified and enriched consumer profiles for more personalized marketing campaigns.
100% Consent Visibility – Implemented a centralized consent management framework, providing auditable consumer permissions and strengthening regulatory compliance.
Future-Ready Customer Profiles – Established a progressive profiling framework that continuously enriches customer data, enabling more advanced personalization and engagement over time.
