Customer Data Platform & Event Tracking

The client's existing Customer Data Platform (SAP CDP) had gaps the marketing organization had been working around for years: ambiguous event taxonomy, expensive scaling characteristics as the digital business grew, and a measurement stack split awkwardly between Adobe Analytics, FullStory, and downstream PowerBI dashboards.

Three new CDP vendors — Twilio Segment, Hightouch, and Rudderstack — were in active evaluation, but the client's procurement and architecture teams lacked an apples-to-apples economic model to compare them, and there was no shared definition of the events the next-generation pipeline needed to capture. The marketing organization also needed any migration path to preserve continuity for existing Adobe-based reporting so the business didn't lose visibility while the new platform stood up.

A senior data architect embedded into the data engineering and marketing architecture teams and led the evaluation, negotiation, and design work end-to-end.

We hosted demo cycles with each vendor, pulling SAINT classification rules and event-tracking transformations out of Adobe so the vendors could speak to the client's actual implementation context rather than deliver generic pitches. We built a unit-economic cost breakdown of Segment and Rudderstack against the client's actual MTU and event volumes — giving the procurement team negotiating leverage anchored in real economics rather than vendor list prices.

We then reconciled the marketer-stated priority events against actual consumption signal from Adobe and FullStory, surfacing the gap between what marketers said they needed and what the business actually used, and used that data to clean up a fragmented event inventory across multiple stakeholder groups.

Finally, we finalized fact and dimension tables for the next-generation clickstream pipeline with the data engineering team — designed to preserve compatibility with existing Adobe-based downstream reporting so the migration would not interrupt business visibility.