From Fragmented Data To Growth: Empowering Sales With Data
In today’s omnichannel world, customer data is everywhere, but if it’s not connected, it’s not useful. One of our clients, a well-established player in both retail and e-commerce, faced this very challenge. Their customer data was scattered across multiple systems, each using different formats. The marketing and sales teams didn’t have a clear picture of their customers, who they were, what they were buying, or how they were interacting with and engaging with the brand. Campaigns were based on assumptions, not insights and real data. As a result, they were missing valuable opportunities to connect with customers and grow.
That’s where we came in.
Our mission was clear: build a single source of truth for all customer interactions, whether they happened in-store, online, or anywhere in between, and turn that data into real-time, actionable intelligence. To do this, we designed a centralized CRM solution backed by Google Cloud Platform (GCP) and powered by BigQuery, capable of handling data from across the client’s ecosystem.
We started by creating automated, daily pipelines that pulled customer data from every relevant system: their ERP (Cegid), their e-commerce backend, marketing platforms, and support tools. But collecting the data was only the beginning. The real impact came from organizing the data in a clear and consistent way. We resolved structural inconsistencies, removed duplicates, and standardized customer profiles, ensuring that every record in the system was clean, accurate and ready for action.
With a unified database in place, we shifted gears toward intelligence. We developed custom segmentation logic using historical sales and behavioral data, categorizing customers by value, engagement and frequency. This allowed the client’s marketing team to stop speaking to the masses and start targeting with precision. Campaigns could now be personalized by customer segment to drive higher engagement and stronger ROI.
But we didn’t stop there.
To truly empower decision-making, we built a suite of Power BI dashboards tailored to both marketing and sales operations. These interactive dashboards delivered real-time visibility into everything from weekly sales and customer activity to campaign performance and advanced KPIs. Whether the team wanted to compare year-over-year sales or explore detailed insights about a particular type of customer, the answers were a few clicks away.
Behind the scenes, the process ran smoothly. Each customer interaction, whether a purchase made in-store or an online order, was first captured in the ERP system, then pushed to GCP, transformed and unified in BigQuery, and finally fed into Power BI for visualization and strategy execution.
The result?
A fully connected ecosystem where data fuels every decision. The client now runs smarter campaigns, engages more effectively, and adapts faster to market changes. Sales teams are equipped with deeper customer insights. Marketers build campaigns based on data and not assumptions. And leadership has the visibility they need to guide their strategies with confidence.
By bridging systems, cleaning data and turning insight into impact, we helped our client unlock the true value of their customer base, and build the foundation for a sustained and data-driven growth.
