Executive summary
A leading, publicly traded cloud-based financial operations platform needed to unify customer data across business units—including post-M&A entities—and reduce reliance on engineering for segmentation and activation. Fragmented identifiers, inconsistent data across tools like Salesforce, Redshift, Segment, and Starburst, and the need for scalable engagement strategies prompted the search for a robust customer data platform (CDP).
After a successful proof of concept (POC), the company implemented Treasure Data CDP to streamline data ingestion, unify identities across millions of records, and enable real-time activation, all within a matter of weeks.
Key POC results included:
- 61M records ingested in under 10 minutes
- 6.8M unified customer profiles created
- 13M identifiers unified through deterministic and probabilistic matching
- Real-time activation across Salesforce, Segment, Redshift, and Pendo
- 27,800 overlapping customers identified across business units
The company invested in Treasure Data CDP to power scalable, data-driven growth and uncover new cross-sell and upsell opportunities across its expanding ecosystem.
Embarking on a POC with Treasure Data is a collaborative journey designed to showcase the transformative potential of our CDP. Our streamlined process can take as little as 2 weeks and brings together your technical and marketing teams with our experts to identify and prioritize high-impact use cases tailored to your business needs. Through hands-on platform access, Technical & Marketing workshops, and continuous support, we guide you through a focused exploration of key use cases, demonstrating not just the platform’s capabilities, but its ease of use and potential for long-term value.
It’s important to remember that a POC is just the beginning. The results you see during this phase, while impactful, are often just a fraction of what’s possible with full implementation. Our goal is to set the stage for your success, providing you with the insights and experience needed to make an informed decision about the transformative impact Treasure Data can have on your business operations and customer engagement strategies.
Challenges
Following a series of acquisitions, the company needed to unify customer data across multiple business units and platforms. Each entity brought its own systems, identifiers, and data structures, resulting in fragmented views of the customer and limited visibility into cross-product usage. Disparate data sources—ranging from Salesforce and Redshift to Segment and Starburst—used inconsistent identifiers like ‘ent IDs’ and ‘org IDs’, making it difficult to match records and eliminate duplication.
The company also aimed to empower business teams to access and activate customer data without relying on engineering resources. However, the existing setup required manual data work, delaying campaign execution and limiting agility. Marketing and product teams lacked a centralized way to build customer profiles, create precise audience segments, or deliver personalized experiences across channels.
In short, the company needed a scalable solution to unify and resolve customer identities, simplify data access, and enable real-time activation across a growing and complex tech stack—all while identifying key cross-sell and upsell opportunities made possible by its expanding ecosystem.
Solution
To address fragmented customer data and post-M&A complexity, the company launched a fast proof of concept (POC) with Treasure Data. The POC focused on five key areas: data ingestion, identity unification, integration, data democratization, and analytics.
The company applied both deterministic and probabilistic matching techniques to resolve 13 million identifiers, creating unified business and individual profiles. Matching logic was tailored with both strict and flexible rules to support real-world use cases.
Within two weeks, the Treasure Data CDP was seamlessly integrated with downstream tools, including Redshift, Pendo, Segment, and Salesforce, enabling real-time data flow and activation. This enabled the company to ingest and unify over 61 million records from these tools into the CDP in just 10 minutes—demonstrating the platform’s scalability and speed.
Hands-on workshops gave marketing teams direct access to unified data for audience segmentation and activation—reducing reliance on engineering. The POC also included analytics to measure customer overlap between the core platform and an acquired brand, laying the foundation for strategic cross-sell campaigns.
The success of the POC validated Treasure Data’s capabilities and reinforced the company’s decision to move forward with a full implementation.
Results
The successful Treasure Data CDP POC demonstrated immediate business value, leading to the company’s investment in Treasure Data CDP for long-term growth. By the end of the four week pilot, the company had:
- Ingested 61M records in under 10 minutes
- Created 6.8M unified customer profiles
- Unified 13M identifiers using hybrid identity resolution
- Activated real-time data across Salesforce, Redshift, Segment, and Pendo
- Identified 27,800 overlapping customers across business units for cross-sell
The company’s marketing team, once dependent on engineering, was now empowered to build segments and activate campaigns independently, improving agility and speed to market. With unified data flowing across platforms, teams gained a single source of truth—enabling personalized engagement, streamlined workflows, and more effective analytics.
The customer overlap analysis alone revealed immediate revenue cross-sell opportunities, while the speed and scale of implementation proved Treasure Data’s ability to support post-M&A integration and enterprise complexity.
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