The business problem
The customer data platform and conversion data flows were underperforming, with low Event Match Quality and unreliable conversion signals. That made it harder for advertising platforms to optimize campaigns against meaningful business outcomes.
My role and approach
I rearchitected the end-to-end CDP and Conversions API flow, brought in a contractor, and worked with them to improve event data and the infrastructure supporting lifecycle marketing proofs of concept. The work focused on making conversion signals more complete and useful to downstream platforms.
- Reviewed the existing event flow and conversion-signal quality.
- Aligned the technical changes to paid-media optimization and lifecycle marketing needs.
- Partnered with a contractor to address CAPI implementation and data quality.
- Connected the technical work to the commercial measure that mattered: customer acquisition cost.
Outcome and value
A 30% reduction in customer acquisition cost was reported over five months.
Reported reduction over five months.
As described in the project account.
How success should be measured
The 30% CAC reduction is a reported result from the project account. To establish the causal contribution of the CDP/CAPI work, validate the measurement window, media spend and channel mix, customer quality, and other concurrent acquisition changes.