Unifying customer data across thousands of properties with a scalable CDP
Dozens of sources
Thousands of sites
Online/Offline data
Implementing Segment CDP to consolidate online and offline data sources, enabling unified customer profiles and real time marketing activation.
A global home furnishings leader struggled to understand the complete customer journey due to fragmented data across online properties and offline systems. Brightdome implemented a Segment CDP architecture within 4 months, integrating sources like AEM, Salesforce, and ERP data via BigQuery. This established a unified customer view, enabling identity resolution across thousands of dealer sites and streamlined data activation to key marketing channels like Google Ads and Facebook CAPI.
THE CHALLENGE
The complexity of tracking multi channel journeys across diverse systems
The company faced significant challenges in understanding the complete customer lifecycle. With customer interactions spread across numerous digital properties, including an institutional website (AEM) and thousands of dealer sites, data collection was diverse and siloed. Critical customer data, such as orders and proposals from the ERP system, remained disconnected from online behavioral data (AEM) and email engagement (Salesforce Marketing Cloud).
This fragmentation made it impossible to achieve a unified view of the customer or implement effective multi touch revenue attribution. Marketing teams struggled to activate data across channels, relying on disjointed tools and manual processes. The lack of a centralized data infrastructure hindered personalized marketing efforts, sales enablement, and the ability to increase customer lifetime value.
The objective was clear: create a foundation for growth through comprehensive customer data management and automation.
OUR APPROACH
Implementing a scalable CDP architecture for unified data ingestion and activation
Brightdome designed a robust Customer Data Platform (CDP) architecture using Segment to meet the client's strategic goals. The approach focused on integrating disparate data sources and establishing comprehensive data governance. The implementation was structured into four layers: Source Applications, Integration Layer, Segment CDP, and Destination Applications.
Brightdome’s engineering team utilized specific integration methods for each source. Website data from AEM was captured via Segment's Javascript library (Analytics.js 2.0). Email engagement data from Salesforce Marketing Cloud was ingested using the HTTP API. Crucially, offline ERP data (orders and proposals) was integrated via Segment Reverse ETL, facilitated by data modeling in Google BigQuery.
To ensure data quality and governance, Brightdome designed and implemented a comprehensive Tracking Plan and configured Segment Protocols. The core of the solution involved setting up Segment Unify for Identity Resolution, defining rules to stitch multi channel and multi device interactions into single customer profiles.
The 4 month implementation enabled continuous deployment of this foundational infrastructure.
RESULTS
A unified customer view enabling personalized marketing and improved attribution
The CDP implementation established a scalable foundation for growth through advanced data management and automation. The client gained the capability to consolidate data from dozens of digital properties, including thousands of dealer sites, and integrate it with offline ERP systems.
This integration delivers a unified view of the customer profile, enabling a comprehensive understanding of the multi touch, multi device customer journey. Segment’s identity resolution capabilities allow the client to connect previously anonymous or segregated online interactions with offline transactions (orders and proposals), significantly improving revenue attribution models.
Data activation is now streamlined across numerous destinations. Key marketing channels, including Facebook CAPI and Google Ads remarketing, are powered by unified first party data, facilitating real time audience segmentation, marketing automation, and sales enablement via Salesforce.
This centralized data pipeline replaced fragmented systems, providing the infrastructure necessary to enhance customer lifetime value.
Client
Global Home Furnishings Leader
Company Size
Enterprise
Main Problem
Fragmented customer data
Partners
About the company
A leading home furnishings company known for premium window treatments and architectural design products across multiple brands and regions.
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