Brand loyalty master data management and CRM integration for a food processing company

The Challenge

Our client, a major food processing company, was looking to combine brand loyalty data with distributor and restaurant account data in a single master data portal. Prior to the project, brand marketing data was independently managed, and consumers opting into brand loyalty programs were not tracked across different brands. In addition, demographic attributes were different between the various brand programs, and different types of customers were managed separately, leading to data integrity issues.

The Solution

Aspirant created web APIs for the brand website developers, which allowed for standard data structure and storage across all loyalty programs. All existing consumer records were scrubbed for duplicates, and the demographics data was normalized and loaded into the new central loyalty database. Over 25 million consumer records were processed. We also developed a web portal that allowed for marketing analytics, data segmentation, and an automated interface into email marketing management software.

The Results

  • Aligned data storage via web APIs, a web portal to perform complex marketing processes, and data feeds from the systems used to manage customers and distributors.
  • Single source of truth for all consumer loyalty data.
  • Structured system for adding new consumer loyalty programs and brands.
  • Streamlined interface for data segmentation and campaign management.
  • Consolidated process for operator management.
  • Data validation process and platform to ensure data integrity.

Identifying Operations Opportunities Within

Operations leaders should avoid the temptation of external ‘quick fixes’ and instead take advantage of more immediate opportunities to address process inefficiencies.