The telco built Databricks ingestion pipelines supporting 61 daily feeds, configured Amperity Stitch, and created a Customer 360 database. It also connected destinations including Salesforce Marketing Cloud and Adobe Analytics so teams could use that data in marketing workflows.

The company made its customer data foundation self-service and supported adoption with training, documentation, live sessions, and job shadowing. Time to create and activate segments fell from 4-6 weeks to between 10 minutes and two hours.

After building its unified customer foundation, paid media conversion increased from 2.5% to 3.75%, a lift of more than 50%. Paid media acquisition cost declined from $235 to $75 per customer.

The telco reported a 68% decrease in new-customer acquisition cost. This gave the company a more efficient foundation for acquiring customers and growing through paid media.

In this case, the team produced a unified customer file one day after acquiring a national telco. That result demonstrates how an established customer data foundation can help teams integrate customer information quickly during a major business event.

Unified, reliable profiles give AI systems stronger context for analysis, decision-making, and personalization. This story establishes that data foundation, though the source does not document a specific AI deployment or AI-attributed result.