CDP Deals Generate $5M–$8M; Measurement Platform Builds $30M+ Pipeline

Context

A global design and innovation consultancy operating across Marketing and Technology was engaged to develop a robust customer data platform (CDP) and deliver technology solutions to enhance marketing effectiveness across the EU, Asia Pacific and the Middle East. The mandate was to unify fragmented data ecosystems for major multinational clients — including a large insurer, a global FMCG company and a multinational facilities management provider — and to create scalable measurement capabilities that would allow marketing teams and regional stakeholders to make data-driven investment decisions. The initiative combined strategic consulting, systems design, and cloud engineering to create an enterprise-grade CDP and an intelligent measurement layer hosted on AWS, enabling consistent measurement and activation across markets with varied regulatory and technical environments.

Challenges

Clients were operating in silos: marketing, analytics and channel systems produced fragmented datasets that limited cross-channel insight and made it difficult to attribute outcomes to investments. Regional differences in data capture, consent management and media ecosystems across the EU, APAC and the Middle East compounded the problem, creating inconsistent measurement and reporting. Marketing teams were unable to reliably assess campaign ROI, optimize media mix or confidently scale personalization because attribution models were inaccurate and end-to-end customer journeys were not stitched together. The challenge was therefore twofold: implement a unified CDP architecture that respects regional constraints, and build a measurement framework that converts disparate signal sets into actionable, comparable ROI metrics across geographies.

Implementation

The consultancy designed and implemented a two-layer solution: a centralized CDP integrated with local data sources and an Intelligent Marketing Measurement Platform running on AWS. The team first created a customer experience (CX) and marketing effectiveness measurement framework that defined consistent KPIs, event taxonomies and attribution rules to be applied across regions. Next, engineers consolidated data from CRM, e‑commerce, mobile apps, web analytics, paid and organic media channels, call centers and offline touchpoints, applying identity resolution and consent-aware linking to construct unified customer profiles. The integrated architecture enabled real-time and batch ingestion pipelines, standardized schemas and shared feature stores for activation. On top of the CDP, the measurement platform implemented media mix modeling, deterministic and probabilistic attribution, uplift testing and automated reporting. The platform also included data quality controls, model explainability and a governance layer to manage regional compliance. Throughout implementation, the team worked closely with client marketing, analytics and IT teams to map use cases, deploy pilots in target markets, iterate on attribution logic and operationalize handoffs for campaign optimization.

Results

The program delivered immediate and measurable business impact. Successful CDP deals with major multinational clients generated between $5M and $8M in direct revenue from initial implementations and associated professional services. The Intelligent Marketing Measurement Platform built on AWS contributed to a projected pipeline exceeding $30M by creating a repeatable, sellable solution that scaled across additional regions and accounts. For client marketing organizations the outcomes were tangible: attribution accuracy improved materially, enabling more precise media reallocation and better ROI measurement; marketing spend optimization became systematic rather than ad hoc, leading to improved campaign efficiency and higher conversion rates; and CX measurement provided a single source of truth for cross-functional decision making. In pilot markets, clients reported measurable reductions in wasted ad spend, improved cost-per-acquisition and clearer insight into customer lifetime value drivers. Beyond immediate financial returns, the integrated CDP and measurement platform positioned the consultancy and its clients to iterate quickly on personalization and new growth initiatives, unlocking long-term revenue opportunities and operationalizing advanced measurement as a competitive capability.