Customer intelligence built on a governed lakehouse rather than on channel-local reporting.
ENGIE Italia · Digital Customer Operations Manager
Digital behaviour was recorded per touchpoint, commercial performance per channel and value per contract. Nothing joined them, so segmentation, lifetime value and adaptive offering all stalled at the point where the data had to be combined.
Manager accountable for the customer-data and analytics workstream in customer operations.
Porting of digital behavioural data into the enterprise data platform and BI layer, customer intelligence and adaptive-offering model, customer lifetime value construction, analytical foundations for segmentation and next-best-offer.
Data and analytics, marketing and CRM, sales, finance, IT & Digital delivery, privacy, platform vendors.
Lakehouse and data platform, BI and self-service reporting, customer data model, segmentation and scoring models, Salesforce Marketing Cloud integration.
Digital behaviour, commercial and contractual data joined in one platform, with lifetime value and customer intelligence available as inputs to campaigns, pricing and service decisions instead of as one-off analyses.