The Challenge
Fragmented data. Broken integrations. No unified view.
The client was running fragmented marketing operations with no centralised messaging infrastructure, no audience automation, and no consolidated view of performance across channels or business units.
- No SFMC instance — email, journeys, and Ad Studio needed building from zero
- Audience data siloed with no workflow to segment profiles into a unified data extension
- Paid, search, e-commerce, and email each measured independently with no cross-channel view
- Multiple business units with no harmonised metrics or shared data model
- No QA framework, documentation, or data architecture in place
No email platform, no journeys, no analytics — the blank slate before the dual-workstream implementation began
