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Omnichannel personalization for targeted revenue lift

Client:

A leading APAC-based SuperApp platform expanding into food and grocery verticals.

Challenge:

The client wanted to accelerate growth in its food and grocery verticals while expanding customer lifetime value beyond its core ride-hailing business. Although the platform had extensive customer data — including purchase history, journeys, promotions, and engagement — it lacked a unified omnichannel view and a systematic approach to personalized cross-sells or up-sells.

This created four key challenges: identifying the next best product for each user, leveraging ecosystem insights to drive penetration into new verticals, extending customer value across categories, and deploying scalable, automated personalization. Without solving these, the client’s communications remained generic, and the opportunity to maximize revenue per user was being lost.

Solution:

eClerx partnered with the client to build a Next Best Action personalization engine, tightly integrated with its Martech automation stack, to enable hyper-personalized engagement and measurable revenue growth.

We began by unifying behavioral data across all customer touchpoints, giving a holistic view of users with diverse buying and browsing patterns across multiple categories. Machine learning models were then deployed to analyze purchase and browsing behaviors, identifying which products and categories were most frequently bought together. This insight powered a recommendation layer that generated user-level personalized actions, ensuring precision in targeting.

To activate these insights, personalized communications were delivered seamlessly across multiple channels. These messages were tailored to individual preferences and behaviors, creating an engaging, omnichannel experience that drove both cross-sell and up-sell conversions. With this scalable framework in place, the client could now maximize the value of its ecosystem data and expand into new verticals more effectively.

Impact:

By combining unified data, machine learning, and omnichannel activation, eClerx enabled the client to expand customer lifetime value beyond ride-hailing and accelerate growth in new verticals.

Unifying global data to enable scalable marketing operations 

Client:

A global payments leader serving 450M+ B2B and B2C customers across 218 markets.

Challenge:

The client wanted to simplify marketing operations and unify its data ecosystem to improve personalization, reduce costs, and increase agility. With 450M+ customers spread across diverse markets, operating in 36 languages and relying on hundreds of resources, marketing execution was highly complex.

Operational inefficiencies made workflows slow, fragmented, and difficult to adapt at scale. Massive data volumes further compounded the issue: processing 400TB of data over 48 hours delayed campaign execution and global scaling efforts. Under-utilized MarTech investments, reliance on multiple agencies, and suboptimal spend allocation limited ROI. Personalization was particularly resource-intensive, resulting in generic, low-impact communications and wasted insights.

Solution:

eClerx established a multi-year partnership, deploying a 200+ member integrated delivery team to lead a comprehensive data transformation and unify global marketing operations.

Impact:

Through this transformation, the client achieved scalable, efficient, and personalized marketing operations — reducing costs, improving responsiveness, and unlocking significantly higher ROI.

Scaling data-driven marketing to drive online revenue

Client:

A global consumer and wealth management bank.

Challenge:

The bank wanted to accelerate online revenue growth by driving both new customer acquisition and cross-sell initiatives through multiple digital channels. However, despite heavy investments in MarTech platforms such as Adobe Marketing Cloud, Real-Time CDP, Pega, BlueKai, and Zeta, the bank was not realizing the expected returns.

Customer journeys were fragmented, resulting in disjointed experiences and inconsistent messaging. Data silos created delays in insights, limiting the bank’s ability to leverage its Adobe suite effectively. Without a unified customer view, personalization remained minimal, making it difficult to deliver relevant and timely content. Compounding these issues was a lack of standardized measurement, which created scalability and ROI gaps in campaign performance.

Solution:

eClerx partnered with the bank to transform its marketing operations around three pillars: Data Unification & Customer Intelligence, MarTech & Automation, and Analytics & Insights.

Our Adobe-certified experts re-engineered the marketing ecosystem to unlock value from the bank’s existing investments. Real-time CDP data flows were fixed and integrated with Adobe Experience Platform to build unified customer and prospect profiles. Global measurement standards were established through Adobe Analytics, creating a consistent taxonomy and enabling journey mapping across markets.

To strengthen targeting, eClerx developed proprietary and look-alike audience models for high-value segments. We also introduced a culture of experimentation, running over 100 hypothesis-driven tests using Adobe Target to optimize customer experiences and conversion paths. Finally, dynamic, highly personalized campaigns were launched through Adobe Campaign and Marketo Engage, ensuring the right message reached the right audience at the right time.

Impact:

Through a unified, data-driven approach to marketing, the bank significantly improved customer engagement, strengthened personalization, and delivered measurable revenue growth.

Building a scalable finance data lake on GCP for transaction data processing

Client: 

A leading financial services provider specializing in credit card, debit card, and digital/contactless payments.

Challenge: 

The client’s legacy reporting systems struggled to keep pace with rapidly increasing transaction volumes. Scattered files from multiple sources made it difficult to consolidate merchant transactions and produce accurate reports on time. Reporting delays created friction for merchant partners, while inefficiencies in data storage and processing added to operational costs. To stay competitive, the client needed a scalable, secure, cloud-based solution that could unify data, automate reporting, and unlock advanced analytics for customer engagement.

Solution: 

eClerx partnered with the client to design and deploy a Finance Data Lake on Google Cloud Platform (GCP), enabling secure, scalable, and analytics-ready transaction data management.

We engineered robust data pipelines to ingest and unify data from multiple sources, including online transactions, POS purchases, merchant systems, and customer accounts. A data enrichment and qualityframework was established to deduplicate accounts, leads, and contacts; cleanse raw inputs; and build account hierarchies, ensuring a single source of truth.

On top of this foundation, we deployed an end-to-end analytics suite that included segmentation models, product recommendation engines, and dashboards for prospect targeting, loyalty management, and cost-per-order (CPO) insights. Automation was built into the system using Airflow for orchestration, while virtual machine resources were configured for auto-scaling to balance performance and cost.

Security was central to the design: all PII data was encrypted using SHA-256 and safeguarded with strict access controls to ensure compliance with regulatory requirements.

Impact: 

The GCP-based Finance Data Lake delivered measurable outcomes:

This transformation provided the client with a consolidated, secure, and future-proof data lake that not only streamlined reporting but also empowered smarter decision-making and more personalized customer engagement.

Preventing churn through proactive targeting for a global asset financing leader

Client: 

A leading global technology and asset financing firm sought to reduce churn across its B2B Small and Medium Business (SMB) customer segment.

Challenge: 

Annual churn had reached 18% of total assets financed, forcing reliance on expensive new customer acquisitions. The challenge was to leverage data science to predict churn risk and proactively retain customers, strengthening competitiveness against rival asset financing firms. With SMBs accounting for nearly 70% of its yearly portfolio the absence of a structured churn prevention strategy meant customer retention efforts were reactive, inconsistent, and ineffective. With no predictive insights into which customers were at risk, the business incurred substantial revenue leakage and higher acquisition costs — eroding profitability and long-term customer lifetime value.

Solution: 

eClerx partnered with the client to design a predictive churn prevention framework that turned data into actionable retention strategies. The engagement began with integrating multiple datasets — spanning revenue, customer history, Salesforce, transaction records, and even fraud and default lists — to create a holistic view of each customer. From over 250 raw variables, our data science team engineered more than 30 meaningful features that became the foundation for advanced analytics.

Through detailed exploratory analysis, we identified patterns and behaviors that signaled churn risk. Using decision tree models and churn propensity modelling, we segmented customers into risk groups and uncovered the specific drivers of attrition for each profile. This allowed the business to move beyond intuition and gain data-backed clarity on why customers were leaving.

Armed with these insights, we created actionable customer profiles and worked with client teams to design proactive outreach strategies. High-risk SMB customers were targeted with timely, personalized campaigns — ensuring that interventions reached them before they churned. By embedding these insights into everyday sales and service workflows, the client built a systematic, repeatable approach to customer retention that was grounded in data science.

Impact: 

The engagement unlocked significant business value:

By shifting from reactive responses to predictive, targeted interventions, the client secured stronger customer loyalty, improved profitability, and reinforced its competitive edge in the asset financing market.

Overcoming data complexity for a global high-tech leader

Client: 

A global high-tech leader in consumer and enterprise solutions.

Challenge: 

The client faced significant operational hurdles caused by fragmented data streams, siloed systems, and inefficient processes. Customer information was scattered across legacy platforms, preventing a unified customer view and limiting cross-functional collaboration.

For marketing, this led to low lead volumes, inefficient lead lifecycles, and inadequate reporting, which made campaign optimization and ROI measurement difficult. For sales, manual processes reduced productivity, inaccurate forecasting hindered planning, and complex return workflows negatively impacted both customer satisfaction and revenue.

The critical need was to integrate data, optimize cross-functional processes, and enable actionable insights that would improve decision-making and enhance both marketing and sales effectiveness.

Solution: 

eClerx designed and implemented a holistic data integration and process optimization strategy that transformed both marketing and sales operations into a unified, insight-driven ecosystem.

The engagement began with a deep-dive assessment of the client’s fragmented data streams, siloed systems, and disconnected workflows. Our team worked closely with marketing and sales leaders to map the end-to-end customer lifecycle, identify critical data gaps, and define key success metrics. Based on this discovery, we created a blueprint for integration and process reengineering across both functions.

For marketing, eClerx implemented Martech enablement by integrating multiple platforms across the client’s stack and ensuring seamless data flows. We developed and localized creative assets for campaigns in multiple languages and regions, streamlined syndication to partners, and built robust governance checks to ensure compliance. Unified customer views were created by bringing together data from disparate sources, while lead scoring models and campaign performance analytics were deployed to drive precision targeting and maximize ROI.

For sales, we optimized the quote-to-cash process by standardizing, deduplicating, and enriching customer data, enabling more accurate lead scoring and targeted outreach. We overhauled SKU and pricing management, ensuring faster product setup and lifecycle maintenance. To address inefficiencies in returns, we built structured workflows for product exchanges and vendor coordination, supported by dedicated customer service for post-sales inquiries. At the same time, advanced reporting and forecasting capabilities were introduced, improving pipeline visibility, accuracy of sales projections, and overall resource allocation.

To ensure long-term sustainability, eClerx embedded analytics and governance frameworks that continuously monitored performance, reduced manual interventions, and enabled smarter decision-making across both sales and marketing.

Impact: 

This engagement empowered the client to improve efficiency, accuracy, and customer experience while building a scalable foundation for sustainable, data-driven growth.

Re-platforming for resilience – migrating 300+ pages to a secure, optimized CMS

Client:

The client is a leading American software corporation that provides SaaS and software products to multiple industries.

Challenge:

The client wanted to migrate more than 300 pages from their existing Umbraco CMS to a modern platform. The shift was driven by concerns around server security, performance optimization, and the need for a more scalable, user-friendly solution supported by a larger global community.

The client faced several challenges during this initiative. Identifying a secure, robust, and widely supported CMS platform was the first hurdle. Additionally, many of the web pages needed complete redevelopment due to new design specifications. Some pages also needed different UI treatments for desktop and mobile, further adding to the complexity. These factors meant the migration was not a simple transfer but a full re-platforming effort.

Solution:

eClerx implemented a comprehensive re-platforming strategy to ensure a secure, scalable, and performance-optimized CMS environment. After evaluating multiple options, WordPress was selected for its robust security features, ease of use, flexibility, and large developer community.

Our team began by conducting a complete inventory of the 300+ existing pages and aligning them with the client’s new design requirements. We then customized WordPress themes to reflect the brand’s identity and developed tailored layouts for key categories such as product, support, learning, and community. For pages requiring different desktop and mobile experiences, separate UI treatments were built to ensure responsiveness and usability across devices.

To optimize performance, we integrated a suite of WordPress plug-ins designed to enhance speed, SEO, and security. Rigorous testing was carried out for browser rendering, mobile compatibility, load times (ensuring a 3–6 second benchmark), SEO compliance, and security vulnerabilities. Once validated, we deployed the solution, sharing both the optimized codebase and comprehensive documentation with the client to ensure seamless adoption and future scalability.

This structured approach ensured not only a smooth migration but also significant improvements in user experience, search visibility, and platform resilience.

Impact:

This initiative provided the client with a secure, scalable, and optimized CMS that enhanced both resilience and performance, while laying the foundation for long-term digital growth.

Campaign portfolio optimization and reducing communication fatigue 

Client:

The client is a leading enterprise technology leader with a significant footprint across the US and Canada.

Challenge:

As part of its digital marketing strategy, the client relied heavily on automated email campaigns to drive engagement and sales. However, they wanted to improve the performance of these campaigns while also reducing communication fatigue and the resulting unsubscribe rates.

The client faced several challenges that limited the effectiveness of its campaigns. There was no holistic visibility across the campaign portfolio, making it difficult to understand overall performance and pinpoint areas for improvement. Without a clear view of key success drivers, optimization strategies were ambiguous and often inconsistent. In addition, the client lacked insights into how customers interacted with campaigns, creating blind spots in the customer journey. These limitations led to opportunity loss, lower engagement, and rising opt-out rates.

Solution:

eClerx partnered with the client to build a structured optimization framework for their campaign portfolio. The first step was to establish a standardized data and KPI strategy that enabled consistent measurement across campaigns. Using customer purchase behavior, email engagement trends, and segmentation models such as RFM (Recency, Frequency, Monetary), our team uncovered actionable insights that could directly inform campaign design and personalization.

To ensure sustainable improvements, we developed a performance classification system supported by a scorecard dashboard. This tool categorized campaigns into high-performing and underperforming clusters, allowing the client to quickly identify optimization opportunities. With these insights, campaigns were tailored more precisely to customer segments, while send frequencies were recalibrated to balance engagement with customer fatigue.

Impact:

This initiative enabled the client to balance performance with customer experience, ensuring stronger ROI while safeguarding long-term customer relationships.

Customer segmentation to drive lifecycle value

Client:

The client is a leading global technology company operating in the ride-hailing industry.

Challenge:

With millions of active users across multiple markets, the client sought to enhance customer engagement and retention by tailoring campaigns to different stages of the customer lifecycle.

The client needed a data-driven framework to accurately define customer life stages and enable precise targeting across a diverse user base. In addition to lifecycle categorization, the challenge was to enrich segments with behavioral and demographic attributes to improve campaign personalization, maximize impact, and drive higher ROI.

Solution:

eClerx partnered with the client to design and deploy a robust customer lifecycle segmentation model. Using activation data, transaction history, and lifetime purchase behavior, we defined clear objectives for each life stage. For example, early-life users were targeted with the goal of completing five transactions within the first 14 days, significantly improving retention.

Campaigns were orchestrated around detailed user personas such as travelers, solo diners, and families with children, ensuring relevance and engagement. To measure outcomes and enable continuous optimization, a dynamic tracking tool was developed to monitor lifecycle segment shifts and key performance indicators, including engagement levels and unsubscribe rates.

Impact:

This initiative demonstrated how a structured, analytics-driven approach to lifecycle segmentation can unlock measurable business impact, driving both customer retention and stronger ROI.

Unified data view for driving revenue and customer lifetime value (CLV)

Client:

A leading US-based tax management software firm.

Challenge:

The client wanted to accelerate growth by increasing customer acquisition while driving cross-sell and upsell opportunities to improve Customer Lifetime Value (CLTV). However, their existing infrastructure and processes created significant barriers to achieving precision marketing and measurable ROI.

Customer intelligence was fragmented across disconnected systems, preventing a unified view of customer behavior. This resulted in inconsistent experiences across touchpoints, with no integrated journeys to guide customers effectively. Marketing engagement remained generic, with one-size-fits-all communications and limited use of customer data or predictive intelligence. On top of this, attribution gaps left the client unable to measure campaign performance or allocate budgets efficiently, limiting the impact of their marketing investments.

Solution:

eClerx partnered with the client to design and deliver a robust data-driven marketing engine, enabling unified intelligence and smarter decision-making.

A scalable Marketing Data Lake on Snowflake was built, consolidating 20+ data sources into a single architecture and creating enriched golden customer records for a 360-degree view. To ensure trust and compliance, we implemented an enterprise governance framework, embedding CCPA adherence, PII protection, and secure access controls.

To activate insights, intelligent targeting and optimization models were deployed, enabling precision segmentation, scoring models, and persona-based engagement. Real-time analytics powered attribution tracking and spend optimization, ensuring marketing campaigns were personalized, measurable, and optimized for impact.

Impact:

By unifying customer data, embedding compliance, and activating advanced targeting, eClerx enabled the client to scale acquisition, maximize CLTV, and improve marketing ROI.

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