27% Improvement
in Campaign ROI
Through Customer 360 & ML-driven segmentation for a retail giant in the Middle East fashion segment.
Client Overview
A leading fashion and lifestyle retail group in the Middle East operating multiple international brands across physical stores and digital channels, supported by enterprise ERP, CRM, e-commerce, and loyalty platforms.
Business Challenge
The retailer had rich customer data across SAP, Salesforce, e-commerce, and loyalty systems, but no unified customer view. Customer identities were duplicated across systems, making it difficult to understand cross-channel behavior, measure loyalty effectiveness, or personalize campaigns. Marketing decisions relied on static segments, resulting in suboptimal engagement and limited ROI.
Solution Delivered by DataPhi:
DataPhi implemented a data platform on AWS to establish a single source of truth for customer data and enable intelligent customer insights using AWS components – S3, Glue, Redshift & Sagemaker.
Created a Customer Golden Record by unifying identities across SAP, Salesforce Marketing Cloud, Salesforce Commerce Cloud, and loyalty platforms
Enabled a true Customer 360 view, capturing transactions, digital interactions, loyalty behavior, and campaign responses across brands and channels
Applied Machine Learning models to segment customers by value, behavior, lifecycle stage, and churn propensity
Delivered Power BI dashboards for marketing, loyalty, and leadership teams to track customer performance, campaign effectiveness, and lifetime value.
Business Impact & ROI
27 % Improvement in campaign ROI through ML-driven customer segmentation
18% increase in customer retention by proactively identifying churn-risk segments
Reduced campaign audience creation time by 63%, Reduced campaign audience creation time by 63%
Established a scalable AWS data foundation for advanced personalization and AI use cases
Why it Matters
The engagement enabled the retailer to move from fragmented customer data to actionable customer intelligence, driving measurable commercial impact across marketing and loyalty initiatives.