The Data Drop
A smooth blend of segmentation, structure, and serious ROI.
Speak It To Be Marketing partnered with a leading brick-and-mortar convenience store chain with over 1,300 locations nationwide, handling tens of millions of transactions monthly. Our mission was clear yet complex: reorganize and unify their fragmented marketing data architecture to optimize retargeting campaigns, enhance customer loyalty programs, and streamline marketing across various channels to significantly boost customer engagement and profitability.
Preparation
Client Overview
Client: A national convenience store chain with 1,300+ locations
Industry: Retail
Ask: Streamline fragmented marketing data infrastructure to improve retargeting, optimize customer insights, and boost campaign profitability.
The Challenge
The client's data was scattered across siloed platforms and systems, making it difficult to track performance, segment customers, or serve tailored messaging. Their marketing mix was rich—but poorly organized, leading to diluted impact and a lack of strategic direction.
The Recipe
Solution & Ingredients
2 oz Tag Manager Implementation
Rolled out Google Tag Manager and Google Analytics for consistent tracking and cross-channel visibility.
1 oz Data Centralization
Migrated data into Snowflake for a unified, scalable foundation
3 dashes CDP & Segmentation
Integrated a customer data platform to build dynamic audience profiles and support personalization
1 oz Strategic Taxonomy
Developed a streamlined naming structure to align stakeholders and improve data reliability
Splash of Privacy Compliance
Ensured all systems adhered to evolving data regulations, including CCPA and GDPR
Shake gently and garnish with custom dashboards for C-suite clarity.
Tasting Notes
Results
Bonus kick: Real-time dashboards served up strategic insights, helping leadership steer the business more confidently.
Presentation & Garnish
With data clean-up, clear architecture, and cross-team alignment, this cocktail hit all the right notes—bold, refined, and incredibly effective. Now, the client’s marketing isn’t just measurable—it’s mixable, scalable, and smooth to serve.
Best enjoyed over dashboards with executive buy-in and a twist of insight.
“Speak It To Be Marketing completely transformed our approach to customer data and retargeting. The streamlined infrastructure and actionable insights have been game-changing for our marketing effectiveness, operational efficiency, and organizational decision-making.”
Happy Client
