Strategic Innovation and Clean Room Practices Drive Industry-Leading Results
Over a decade of acquisitions left a major UK retailer with fragmented customer data spread across multiple brands. To improve marketing effectiveness and gain deeper insight into customer behaviour, the retailer sought to build a Single Customer View (SCV). This case study outlines their transformation journey, the challenges they faced, and the measurable outcomes achieved through JetStream.
The retailer encountered several critical obstacles:
To address these challenges, the retailer partnered with JetStream to implement a comprehensive centralised solution:
JetStream was used to convert disparate customer data sources into unified match-keys. These keys enabled the creation of individual, household, and address-level customer IDs. Business rules were defined collaboratively and implemented by the retailer’s development team to build the SCV.
Once the SCV was established, the retailer enriched their customer data using JetStream’s integrated third-party datasets:
The transformation was executed in three phases:
Phase 1: Evaluation and Pilot
Over six weeks, the retailer assessed JetStream’s capabilities. A six-month parallel run followed, during which data cleaning, matching rules, and automation processes were tested against existing systems.
Phase 2: SCV Automation
Upon successful pilot completion, automation was introduced to process both batch and streaming data. JetStream provided logging and operational metadata, which the retailer used to build custom monitoring and alerting rules.
Phase 3: Marketing Optimization
With a robust SCV in place, the retailer streamlined marketing operations:
The JetStream implementation delivered significant benefits:
