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.

• Agile data structure: Implemented a modular architecture with concurrent pipelines, reducing refresh cycles and enabling real-time campaigns.
• Unified data lake: Consolidated data from 30+ sources with 600+ attributes into a central, scalable customer hub.
• AI-powered personalization engine: Deployed AI/ML models based on customer life-stages and actions, combined with Robotic Process Automation (RPA) for automated A/B testing and real-time personalization.
• MarTech stack optimization: Built accelerators on Salesforce Marketing Cloud to enable rapid personalization and dynamic content delivery at scale.
• Standardized global SOPs: Established consistent global processes for campaign execution, ensuring efficiency, scalability, and precision across all markets.

Impact:

• 66% reduction in data ingestion latency (from 48 hours to 16 hours)
• Campaign development turnaround time cut from 9+ days to <2 days
• $5M annual savings through streamlined operations and spend optimization
• 600+ experiments executed at minimal cost, supported by a 15% flexible surge team

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