The client partnered with eClerx to transform its Martech stack in an effort to elevate its messaging across regions and languages. Leveraging its digital marketing and Databricks expertise, eClerx increased daily campaign launches by 10x while reducing unsubscribe rates by 37%.

Headquartered in the United States, this leading global digital payment provider offers digital banking services to users across the world. Their brand is the one of the top banking and payment platforms in the world, with over 450 million users taking advantage of their services.

The challenge

As digital experiences have become more popular across many industries, marketing technology has become a core component of marketing operations, especially for financial institutions that deliver services for a variety of audiences.

In the case of our client, their organization was looking to elevate its marketing operations across the 218 markets and 36 languages they work in—something only achievable through a Martech transformation. While their existing processes were able to service their customers at an acceptable level, their leadership asked for higher active user numbers and profitability. However, their fragmented marketing data and processing required for targeted campaigns took significant time and were highly complex, leading to their marketing efforts often being generic and applicable for numerous regions.

Looking to boost their userbase and profits, the client sought a vendor that could address their marketing transformation needs, resolve operational inefficiencies, and optimize their Martech investment.

Data fragmentation:

• Data processing required going through 400 terabytes of data, impacting campaign planning, execution and scalability due to the 48 hour long waits
• Different teams used inefficient and error-prone bespoke dataset and processes to run campaigns, limiting use cases

Compliance and risk exposure:

• Highly stringent and ever-changing regulations across regions exacerbated data requirement complexity
• Complex data ecosystem and marketing requirements made executions error-prone, posing customer, reputation, financial liability

Limited personalization and engagement:

• The complexity required to personalize marketing efforts led to more generic communications
• Customer and campaign response data was trapped in siloed legacy systems, preventing unified customer insights

Poor performance tracking:

• Difficulty measuring and attributing campaign effectiveness across channels due to taxonomy challenges
• Limited visibility into true channel performance resulted in inefficient budget allocation across channels

Our strategy

Following internal recommendations, the client partnered with eClerx to accelerate its marketing transformation and unlock more agile, data-driven customer engagement, while also establishing and running this global marketing operations function.

After an in-depth discovery phase, eClerx’s Digital Marketing Services leveraged the power of Databricks designed and implemented a scalable, AI-driven framework to unify data, improve attribution accuracy, and enhance marketing ROI globally.

At the foundation, a simplified and scalable data model was created by integrating over 30 data sources and 600+ attributes across CRM, owned channels (email, web, app), and paid media (Google, Meta, Instagram) into a centralized marketing data lake on Google Cloud Platform. This unified hub connected customer, transaction, and campaign data, enabling seamless activation and consistent access to insights. Supporting this was an agile data team and well-defined processes to manage and evolve the data model.

To ensure efficiency and scalability, modularized data pipelines were introduced, enabling concurrent processing and faster data refresh cycles. Standardized taxonomies and robust data collection frameworks were also established to track campaigns with granular detail across objectives, lifecycle stages, channels, and creatives to create a consistent measurement foundation.

Building on this, eClerx deployed machine learning–driven models within a robust machine learning targeting models to enhance campaign targeting and personalization. These models leveraged customer lifecycle data to deliver more relevant messaging, while simulation capabilities optimized budget allocation and reduced overreliance on discounts. Measurement frameworks such as A/B testing and test-and-control groups ensured continuous validation and performance improvement.

Finally, a centralized monitoring and governance layer was implemented, featuring dashboards in Power BI and Looker to track campaign performance, spend efficiency, engagement, and conversions across channels. Dedicated support teams and governance processes ensured ongoing model accuracy, data quality, compliance, and operational resilience, enabling sustained, scalable marketing excellence across global markets.

The results

Through the establishment of this end-to-end campaign management framework for the client’s global operations, their organization was able to see significant success from this transformation.

The results included:

• 66% reduction in data ingestion latency
• <2 days campaign development TAT
• 10X increase in daily campaigns with 95% accuracy
• 75% boost in targeted campaign CTRs

Impressed with the cost and efficiency gains provided by this strategy, the client continued their relationship with eClerx to gain further access to optimized marketing operations across their brand thanks to our Databricks expertise.

As an official Databricks partner , eClerx helps our clients simplify complex data ecosystems, accelerate analytics, and unlock AI-driven insights through unified, scalable data platforms. Contact us today and see how we can help you make the most of your Databricks investment.

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