Situation
Our client delivers marketing, communications, and analytics services to life sciences and healthcare organizations. To better understand their audiences and boost sales, they needed customer profiles for segmentation and management of the identity resolution process.
Smarter customer engagement and informed decision-making were the results of the Data Cloud transformation
However, this was complex, since the data resided in various data sources and systems. Connecting these data points would present a unified, accurate customer profile, and prove valuable for marketing campaigns. Our client also sought to deepen engagement with Healthcare Providers (HCPs) through digital channels, including patient portals, and healthcare apps.
Action
We developed a customer data segmentation tool that streamlines integration, transformation, and validation of data from multiple sources (e.g., Google Analytics, Veeva, and others) within Salesforce Data Cloud. Additionally, we established clear data mapping guidelines using transformation templates to support seamless integration.
To ensure consistency and maintain data integrity, we reviewed detailed records of dependencies at each transformation step, tracking relationships between data objects.
A strong validation system was put in place to ensure all data was accurate and followed business rules. Early in the process, we defined specific rules and checks to resolve identity-related issues that ensured customer records were correctly matched and unified across systems.
To enhance engagement with healthcare providers, we defined customer journeys, reviewed platform components, and conceptualized preference management within Marketing Cloud.
We delivered a Data Cloud transformation that unified data, streamlined operations, and empowered our client with actionable insights to drive smarter customer engagement and informed decision-making.
Results
- Improved effectiveness of sales leads and nurturing with engagement tracking.
- Better data quality with less duplication and inconsistencies.
- Improved personalization across channels with a single customer view.
- Actionable customer insights from high-quality, cloud-transformed data.
- Increased operational efficiency through automation and standardized transformation processes.
Customer journeys were defined to enhance engagement with healthcare providers.
A single unified customer view improved personalization across channels.
Engagement tracking boosted effectiveness of sales leads and nurturing.
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7
Data sources integrated into Salesforce Data Cloud -
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100%
Unified profiles achieved with single customer view -
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7-day
Engagement tracking improved sales lead nurturing