CDP deals generated $5M–$8M in revenue.
Pipeline: $30M+.
A unified customer data platform and an AWS-hosted measurement layer replaced fragmented regional data with one attribution model — turning a services engagement into a repeatable, sellable platform.
from CDP deals
from measurement platform
EU, APAC & Middle East
merged into one profile
Client
A global design and innovation consultancy operating across marketing and technology, delivering CDP and measurement solutions for major multinational brands including Aviva, Nestlé and Mitie.
Goal
To build a robust customer data platform and deliver technology solutions that would sharpen marketing effectiveness across the EU, Asia-Pacific and the Middle East.
Fragmented data meant nobody could prove what was working.
Marketing, analytics and channel systems each produced their own fragmented dataset. Nobody could stitch together a full customer journey, so attributing results to specific investments was guesswork rather than measurement.
The EU, Asia-Pacific and the Middle East each had different rules for data capture, consent and media ecosystems. That inconsistency made campaign ROI, media mix optimisation and personalisation impossible to scale with confidence — for clients as recognisable as Aviva, Nestlé and Mitie.
Three constraints were non-negotiable:
- Marketing, analytics and channel data lived in separate silos
- Consent and data-capture rules differed across the EU, APAC and the Middle East
- Attribution models were too inaccurate to trust for spend decisions
One CDP, one measurement layer, every region.
The team built a two-layer solution: a centralised CDP integrated with local data sources, and an Intelligent Marketing Measurement Platform running on AWS. First came a CX and marketing effectiveness measurement framework — consistent KPIs, event taxonomies and attribution rules applied across every region.
A customer data platform is table stakes. What clients paid for was one attribution model that worked in the EU, APAC and the Middle East at once.
Engineers then consolidated data from CRM, e-commerce, mobile apps, web analytics, paid and organic media, call centres and offline touchpoints, applying identity resolution and consent-aware linking to build unified customer profiles. Real-time and batch ingestion pipelines, standardised schemas and shared feature stores made the data usable for activation, not just storage.
On top of the CDP, the measurement platform ran media mix modelling, deterministic and probabilistic attribution, and uplift testing, with automated reporting layered on top. Data quality controls, model explainability and a governance layer kept the system compliant across markets with different consent and regulatory regimes.
$5M in deals. $30M in pipeline.
The CDP paid for itself in direct deals, and the measurement platform turned that into a repeatable product line. Attribution got more accurate, spend optimisation became systematic rather than reactive, and pilot markets saw real reductions in wasted ad spend — building a capability the consultancy can now sell into every region it operates in.
* Case studies reflect work undertaken by our Heads of AI either during their tenure with Head of AI or in prior roles before they were part of the Head of AI network; they are provided for illustrative purposes only and are based on conversations with our Heads of AI.
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*Case studies reflect work undertaken by our Heads of AI either during their tenure with Head of AI or in prior roles before they were part of the Head of AI network; they are provided for illustrative purposes only and are based on conversations with our Heads of AI.