The client partnered with eClerx to drive additional customer growth and better leverage up-selling and cross-selling efforts. Building a unified data platform with Databricks, eClerx was able to deliver an annual revenue impact of ~$5 million and reduce marketing spend by 30%.

Headquartered in the United States, this tax management and compliance software firm offers financial services and support to organizations of all sizes.

The challenge

With the unpredictability of customer behavior today, data-driven insights have become key to ensure that marketing campaigns can better target users across multiple channels and optimize marketing resources. That being said, having the data and organizational framework in place to gain access to these insights, much less act upon them, is easier said than done for many businesses.

For our client, their organization had an immense amount of information about its existing and prospective customers waiting to be leveraged by their marketing teams. Unfortunately, it was spread across numerous siloed systems, making it difficult for their department to better personalize campaign content for specific audiences. Additionally, this lack of insight also began to affect the client’s ability to gauge the performance and ROI from each campaign, resulting in potential overspending and wasted resources.

Looking to boost their userbase and profits, the client sought an experienced partner that could help their organization gain access to marketing insights so that they could drive additional customer growth, as well as tap into existing customer potential through cross-selling and up-selling to drive higher lifetime value.

Data silos:

• Customer data was trapped in siloed systems, preventing unified customer insights
• Marketing teams were unable to leverage data insights for targeted communications and proactive campaigns

Disconnected customer experiences:

• Lack of a centralized communication strategy led to inconsistent messaging
• Limited ability to orchestrate cohesive customer journeys across web, email, and social channels

Limited personalization and engagement:

• Generic communications failed to effectively leverage available customer data
• Inability to anticipate and respond to customer needs

Poor performance tracking:

• Difficulty measuring and attributing campaign effectiveness across channels
• Inefficient budget allocation due to limited visibility into channel performance

Our strategy

Having heard about eClerx’s proven expertise in digital marketing optimization and advanced data & analytics services, the client decided to meet and discuss their current needs. After an in-depth discovery phase assessing the client’s fragmented data landscape and campaign inefficiencies, eClerx leveraged the power of Databricks to design and implement a tailored, scalable, AI-driven ecosystem that would help their organization enable data-driven customer value creation.

At the foundation of this ecosystem was a robust marketing data lake built on Snowflake. This centralized environment integrated over 20 disparate data sources from the client’s organization through a combination of batch and real-time streaming pipelines. The result was a comprehensive 360-degree customer view, powered by enriched golden records that ensured high-quality, marketing-ready data through identity resolution, cleansing, standardization, and preference management.

To reinforce trust and scalability, a comprehensive data governance and compliance framework was also introduced, including regulatory alignment (such as CCPA), PII detection, data lineage tracking, metadata management, and secure access protocols supported by tokenized authentication. Altogether, this would ensure data integrity, privacy, and enterprise-grade security throughout their marketing efforts.

Building on this strong data foundation, eClerx implemented an advanced data intelligence layer featuring multiple scoring models that would enhance customer segmentation, enable precise persona development, and ensure targeted campaign execution.

The results

Through the introduction of this data-driven insight ecosystem, eClerx ensured that the client could deliver more personalized messaging across their key channels and significantly improve both customer acquisition and retention.

The results included:

• Over 20 data sources integrated
• ~$5 million annual revenue impact
• 12% uplift in CLV for high potential customer segment
• 30% marketing spend reduction

Impressed with the cost and efficiency gains provided by this strategy, the client continued their relationship with eClerx to further gain access to optimized marketing operations and Databricks integrations across their brand.

As an official Databricks partner , eClerx helps our clients simplify complex data ecosystems, accelerate analytics, and unlock AI-driven insights through unified, scalable data platforms. Contact us today and see how we can help you make the most of your Databricks investment.

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