Golden Record Customer One View

by DataQuark

Case Study · Leading Enterprise in Paints and Home Decor

A leading enterprise in the paints and home décor industry embarked on building a Composable Customer Data Platform (CDP) on GCP to unify fragmented data ecosystems and enable enterprise-wide customer intelligence.

The initiative focused on creating both Customer One View (individual-level) and Household One View (site-level) to drive deeper personalization, unlock cross-sell opportunities, and establish full-funnel visibility.

QuarkAssist [Composable CDP] — Golden Record & Customer One View Creation

A governed identity foundation that stitches customers and households across business units, touchpoints, and systems — then activates that truth across AdTech and MarTech.

Challenge / Problem Statement

Complex, Distributed Ecosystem

7+ business units, 15+ data systems, and 10+ customer touchpoints leading to fragmented and siloed data.

Lack of Unified Identity & Household Mapping

Inability to stitch customer identities across business units or map multiple individuals within the same household / site.

Limited Cross-Sell & Decisioning Capability

Lack of unified insights restricting upsell, cross-sell, and timely decision-making.

Our Approach

1. Unified Data & Identity Foundation

Consolidation of 15+ data systems and 10+ touchpoints into a governed BigQuery layer, with a Golden Record framework to stitch identities across BUs and touchpoints — enabling both a Customer One View (individual level) and Household One View (site-level mapping).

2. Full-Funnel Intelligence Layer

Built end-to-end visibility across acquisition to retention, combining behavioural, transactional, and engagement data to enable actionable insights and advanced analytics.

3. AI-Powered Activation & Scalable Architecture

Deployed ML-driven segmentation, recommendation models, and seamless AdTech / MarTech integrations on a secure, cloud-native GCP architecture for real-time activation and enterprise scalability.

Proposed Outcome

Single source of truth across customers and households
Unified customer & household-level visibility for enhanced targeting
End-to-end journey visibility across touchpoints and lifecycle stages
Seamless cross-channel activation powered by unified insights
Improved collaboration across business units
Enhanced end-customer experience: a smoother, consistent, and personalized experience across both online and offline interactions

Proposed Uplifts

Higher conversion rates through context-aware personalization (customer + household level)
Increase in cross-sell and upsell opportunities via full-funnel insights
Improved marketing ROI driven by data-backed optimizations
Reduced time-to-insight enabling faster campaign iterations

Building a Golden Record for your brand?

Talk to DataQuark about QuarkAssist Composable CDP — from identity resolution and Customer One View to full-funnel activation on Google Cloud.

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