Development of Omnichannel Capability - Rudderstack Customer Data Platform Implementation and Integration Adobe Analytics, GA4, Meta
Objective
Architect and implement a Rudderstack customer data platform (CDP) to collect and manage customer information from different sources like websites, emails, and call centers. This system helps organise all customer data in one place and allows the company to use this information in real-time to create better, more personalized customer experiences. The platform makes it easier to understand and connect with customers across all these different channels.
Approach
- Support cost-benefit review
- Support vendor licensing negotiations
- Creation of current state to target state roadmap
- Creation of technical solution designs
- Run proof of concept/proof of value
- Stakeholder management and consensus for solutions
- Gain solutions endorsement with governance groups
- Gain approvals with IT Security Groups
- Lead engineering groups to implement solutions
- Gain approvals with Risk and Compliance Groups
- Enable capability and build solutions
- Test and validate solutions
- Provide stakeholder handover
- Run continuous improvement workflow
- Provide ongoing solution support
- Run business review/return on investment sessions
Outcome
The project involved setting up server-side data collection endpoints, configuring data transformations, and establishing connections with multiple destination platforms. This streamlined architecture significantly and reduced reliance on client-side tracking while maintaining data accuracy and compliance. Key integrations included Adobe Analytics for reporting, GA4 for enhanced measurement, Salesforce for customer data and various advertising platforms for audience activation. We were able to enable omnichannel marketing capability across web, email and call center channels.
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