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Beverage Brand Speeds Up Event Stream and Improves Analytics

Rapid Audience Layer (RAL) solution reduces time spent on data management and unlocks new insights


  • 50%

    Reduction in time spent on data management / manipulation by analytics team

  • 32%

    Decrease of duplicative customer / prospect records after CDI processing

  • 25%

    Quicker onboarding to Rapid Audience Layer solution, as compared to standalone cloud solution

  • 28%

    Increase in data loading speed due to scalability of solution

Key to Success:

  • Data files analysed by RAL's schema detection parsed out all erroneous records that didn’t conform – keeping bad data from entering the system
  • Speed of onboarding onto RAL solution ensured process was completed in under four weeks
  • Analytics team pushed CRM models to all people-based, addressable platforms (email, paid social)
  • Time saved provided efficiencies to build additional models and connect those models, positively impacting performance


A large beverage retailer wanted to use data across multiple channels (email, digital, CRM) to understand the different events a customer experienced before purchasing additional products. ​The desired end state would enable insights to drive campaign performance as well as provide an understanding of how those touches impact customer lifecycle. 

​Unfortunately, media, CRM, and email analytics have historically been siloed ventures across teams and technology. ​These silos prohibit the integration of historical data to build the appropriate models.


  • Onboard the client onto RAL to automatically load over 50 different data feeds. ​
  • Configure CDI processing using Merkle’s cR-KB product to perform hygiene and identity resolution across multiple sources. ​
  • Utilise RAL analytics environment to connect media and email engagements to actual performance and effect on customer lifecycle.

Discover how we did it. Contact us today.