Financial Services · Marketing Cloud Intelligence

Digital Bank Achieves
91% Faster Reporting

From fragmented campaign data to a unified foundation for faster, more reliable marketing decisions.

IndustryDigital-first Financial Services
Scale20M+ marketing records
TechnologiesMCI (Datorama) · SFMC · Data Lake

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About the Client

Enterprise-scale, performance-driven digital banking

A digital-first financial services organization operating at enterprise scale with high-volume, multi-channel marketing. Runs performance-driven campaigns across email, SMS, and push within Salesforce Marketing Cloud. Required a scalable, unified data foundation to support faster decisioning and continued growth.

The Challenge

Fragmented data. Slow insights. Missed opportunities.

The client's marketing analytics environment was fragmented and manually intensive — limiting both speed and strategic decision making:

The result: slow insights, low confidence in data, and missed optimization opportunities.

Marketing Analytics Dashboard

Unified marketing performance dashboard — real-time channel analytics across email, SMS, and push

Who Needed This Solved

Five stakeholder groups. One unified need.

CMO / Business Stakeholder

A single source of truth for marketing performance so that strategic decisions and budget allocation are reliable.

Marketing Operations Manager

A unified view across email, SMS, and push channels so that campaign performance can be monitored consistently.

Automation Lead

End-to-end workflow automation (ingestion → transformation → reporting) to eliminate manual intervention.

Data Engineer

A scalable, standardized data architecture so that large volumes of marketing data can be integrated efficiently.

Analytics Team

Elimination of manual data preparation so they can focus on insights and optimization rather than spreadsheets.

Our Approach

A 4-layer unified intelligence architecture

Decision Foundry architected and deployed a scalable, automated intelligence layer using Salesforce Marketing Cloud Intelligence (Datorama) — creating a foundation aligned with Salesforce Data Cloud and AI-driven personalization initiatives.

01 · Ingest

Real-time ingestion from Salesforce Marketing Cloud Data Extensions via native APIs with zero manual intervention.

02 · Harmonize

Fusion Keys, parent-child structures, and harmonized timestamps create a single source of truth across channels.

03 · Integrate

Email, SMS, and push unified into a single messaging model using TotalConnect and LiteConnect frameworks.

04 · Automate

Orchestrated workflows automated ingestion, transformation, and dashboard refresh — eliminating all manual effort.

Data Pipeline Architecture

End-to-end data pipeline — from SFMC sources through MCI harmonization to automated reporting

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What Was Delivered

Five capabilities. One connected intelligence layer.

Unified Data Foundation

Real-time ingestion from SFMC Data Extensions via native APIs — no custom middleware, no batch delays.

Standardized Data Model

Fusion Keys, parent-child structures, and harmonized timestamps — one schema across all channels.

Cross-Channel Intelligence

Email, SMS, and push integrated into a unified messaging model using TotalConnect and LiteConnect.

End-to-End Automation

Orchestrated workflows eliminated manual effort across ingestion, transformation, and dashboard refresh.

Future-Ready Architecture

Salesforce-native design ensures seamless extensibility into Data Cloud and AI-driven personalization.

Multi-touch Attribution Model

Multi-touch attribution model — mapping customer journeys from awareness to conversion across every channel

The Impact

From fragmented reporting to near real-time marketing intelligence.

91%
Faster Data Refresh
From 24+ hours to under 2 hours — enabling real-time campaign monitoring
10×
Data Scalability
From <2M rows to 20M+ processed seamlessly — removing growth constraints
95%+
Attribution Accuracy
Reliable cross-channel journey insights and improved spend confidence
100%
Automated Reporting
Zero manual data prep — analysts freed to focus on insights
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