From Fragmented Records to Unified Customer Profiles

The Data Existed. The Connections Didn't.

A leading mutual in property and life insurance had customer data everywhere — Databricks, Snowflake, Salesforce Marketing Cloud — and no way to connect it. Web behavior lived in one system. Email engagement in another. CRM records somewhere else entirely. Marketing and service teams couldn't build cross-channel segments without going through IT. Campaigns were slow, targeting was limited, and customer profiles were incomplete.

The organization could see pieces of its customers. Never the whole person.

One Layer. Every Source. No Custom Pipelines.

We started by mapping every relevant data source across the organization — ownership, structure, transformation requirements — before connecting anything. That groundwork ensured the data would support real use cases once it reached Salesforce Data Cloud, not just sit in another system.

From there:

• Ingested millions of rows from Databricks and Snowflake using Data Cloud's native data-sharing capabilities — no custom pipelines, no point-to-point integrations, no IT dependencies
• Pulled in engagement data from Marketing Cloud Personalization and Marketing Cloud Engagement to complete the customer picture
• Applied identity resolution to connect email interactions, CRM data, and web behavior into single, accurate customer profiles
• Deployed cross-channel segmentation and activation, pushing granular audiences directly into Marketing Cloud with real-time data actions and batch workflows for broader campaign planning
• Built monitoring in from the start using Data Cloud's credit calculators and usage snapshots so the mutual can track consumption and optimize without guesswork

• Trained internal teams to own the solution independently — every decision made alongside stakeholders, with documented workflows and clear guidance

   

Segmentation That Used to Require IT. Now Standard Operations.

The mutual now operates with unified customer profiles, not fragmented records. Marketing, sales, and service teams build and activate segments without IT involvement — faster campaign execution, more precise targeting, and a foundation for proactive engagement at scale.

Cross-channel segmentation went from a blocked capability to standard operations. The organization controls its customer data strategy and can evolve the platform independently.

This isn't about potential or possibilities. It's built, deployed, and running.

That's the difference between data that sits in systems and data that connects them.