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2 minutes

Dulux (Lincoln Sentry): Enhanced customer data platform (CDP) integration.

Lincoln Sentry sought to overhaul its Customer Data Platform (CDP) to align its reporting needs more closely with its diverse systems holding customer data and activity. Revium stepped in to enhance Lincoln Sentry's data management capabilities.

Overview

Lincoln Sentry, a leading distributor in the building, renovation, furniture-making, and shop-fitting markets, sought to overhaul its Customer Data Platform (CDP) to align its reporting needs more closely with its diverse systems holding customer data and activity. Revium stepped in to enhance Lincoln Sentry's data management capabilities, focusing on the integration of Segment CDP, Google Analytics 4, and Azure Synapse with their SAP ECC, C4C, & Commerce systems.

Challenge

Lincoln Sentry faced a significant challenge in maintaining their existing CDP to meet the evolving demands of their reporting needs. Despite having a CDP in place, it was not maintained effectively, leading to disjointed data sources and inconsistent insights into customer behaviour and campaign success. Their key goals were to utilise all relevant data sources for a complete, consistent picture of their customers and to consolidate this data for comprehensive reporting on campaign successes and user behaviours.

Solution

  • Understanding the complex data landscape, Revium conducted detailed workshops with various stakeholders at Lincoln Sentry to gather requirements and review customer data comprehensively.

  • This collaborative approach allowed for a clear plan to integrate relevant data into Segment, ensuring accurate tracking and integration from Lincoln Sentry's systems.

  • Implementing best practices and updating tracking in line with the latest version of the website enabled a more efficient and effective data management process.

  • Configuring Segment data destinations correctly ensured that data flowed seamlessly into analytics and reporting tools.

Outcome

  • The overhaul of Lincoln Sentry's CDP, through expert integration of Segment CDP, Google Analytics 4, and Azure Synapse, yielded substantial benefits.

  • Lincoln Sentry can now create audiences based on much more reliable data, identify cross-selling and upselling opportunities through comprehensive usage data, and provide their sales and marketing staff with a detailed view of their customers.

  • The project facilitated more consistent data consolidation in their data warehouse, allowing for enhanced reporting capabilities. This achievement was made possible by the collaborative efforts of the Revium team, consisting of five members, and Lincoln Sentry stakeholders who understood and supported the capabilities of Segment from the outset.

  • The comprehensive understanding of Lincoln Sentry's ecosystem enabled a strategic implementation that aligned with their goals, demonstrating Revium's commitment to delivering quality, innovative solutions.

  • Revium's expertise in digital consultancy, especially in customer data platform integration, exemplifies our ability to solve complex data challenges, enhancing our clients' ability to serve their customers and employees more effectively.

  • Our collaboration with Lincoln Sentry underscores our principles of providing effective, reliable advice and our philosophy of understanding and addressing the unique challenges faced by our clients.