Enhancing Customer 360 Initiatives Using Machine Learning

Client Need: A large retail client with multiple subsidiaries faced challenges in creating a unified view of their customers. Customer data was scattered across disparate systems and data assets, leading to fragmented profiles and inconsistent information. The client needed a way to integrate and match customer data to build a comprehensive “Golden Record” for each customer. This unified view was critical for improving customer experience, enabling more effective targeted marketing, and driving business growth.

TrieDatum’s Solution: TrieDatum developed and implemented a robust Customer 360 solution powered by Machine Learning (ML) to address the client’s challenges. The solution included the following key components:

1. Azure-Based Data Lake:

• TrieDatum designed a scalable Azure-based data lake to ingest, store, and process data from a wide variety of sources, including CRM systems, e-commerce platforms, loyalty programs, and subsidiary databases.
• The centralized data lake provided a unified repository for all customer-related information, ensuring accessibility and consistency.

2. ML-Powered Data Mastering and Entity Resolution:

• Leveraging Apache Spark, TrieDatum built an ML-driven framework for data mastering and entity resolution.
• This framework used advanced techniques such as probabilistic matching, data clustering, classification, and reinforced learning to identify and resolve duplicates, discrepancies, and inconsistencies in customer records.
• The solution dynamically updated customer profiles to maintain the accuracy and integrity of Golden Records over time.

3. Golden Record Creation:

• TrieDatum’s solution generated Golden Records for customers by consolidating and enriching data across systems.
• The records provided a single, comprehensive view of each customer, including purchase history, preferences, interactions, and demographics.

Outcome: The implementation of TrieDatum’s Customer 360 solution resulted in transformative improvements for the client:

• Enhanced Analyst Productivity:Analysts experienced a nearly 100% reduction in time spent on manual data acquisition and cleansing, enabling them to focus on strategic tasks.
• Improved Marketing Effectiveness:The unified customer profiles allowed for precise segmentation and targeted marketing campaigns, driving higher engagement and conversion rates.
• Superior Customer Experience:The Golden Records empowered the client to deliver personalized customer experiences, fostering loyalty and satisfaction.

Conclusion: TrieDatum’s innovative use of machine learning and advanced data integration techniques transformed the client’s ability to manage and utilize customer data. By creating a unified Customer 360 view, the client was able to enhance both operational efficiency and customer engagement. This case highlights TrieDatum’s commitment to delivering cutting-edge solutions that drive measurable business value.