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THTarah Hendrix
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Systems ArchitectureLifecycle Management

Unifying fragmented customer identity into a compliant, marketable audience

Customer identity lived in four disconnected systems with 15K duplicate records and inconsistent consent tracking. Built a multi-tier verification framework, a product-to-Marketo integration with Engineering, and a GDPR-compliant opt-in program — without re-architecting the global MAP environment.

Environment
Global B2B SaaS enterprise
My role

Architect and delivery owner, working as liaison across Marketing, Engineering, Legal, and Privacy.

15K
duplicate customer records resolved
80%
of the customer base addressable with verified identity and consent
-15%
database duplication

The problem

Roughly 15,000 duplicate records and inconsistent consent tracking meant no source of truth for who a customer was or whether they could be contacted. Retention and growth programs had no compliant audience to run against.

Context

Marketing could not reliably identify, target, or engage post-sales customers. Identity was split across the product network, customer success tools, CRM, and the marketing automation platform, and Marketo's workspace and partition structure made a single accurate customer audience impractical to assemble.

Constraints and complexity

A partition overhaul was off the table — too much risk to a global instance. The solution had to work within the existing Marketo architecture and ship without disrupting worldwide operations. Delivered in two months.

Illustrative diagram

Representative — proprietary details omitted
Before
  1. 01Identity split across product, CS, CRM, and MAP
  2. 02~15K duplicate customer records
  3. 03Consent tracked inconsistently
  4. 04No compliant customer audience
After
  1. 01Multi-tier verified customer identity
  2. 02Partition-aware dedupe at ingestion
  3. 03Centralized, GDPR-compliant consent
  4. 0480% of the customer base addressable

What I did

How I approached it

  • 01Verification, not deduplicationModeled customer identity as a multi-tier verification problem, which is a different problem with a different fix.
  • 02Ranked signals by reliabilityOperational records, then product activity, then self-identification, then manual exception workflows.
  • 03Partition-aware routingSo identity conflicts resolved at ingestion instead of requiring structural change to a global instance.
  • 04Consent as a targeting enablerNot only a compliance obligation.

What I built

Multi-source identification framework
Unifying identity across operational systems, product platforms, and form submissions, with role-based marketability logic and account-level matching rules.
Product-to-Marketo integration
Architected with Engineering on Boomi: status normalization, partition routing, and cross-workspace deduplication protocols that preserved global instance integrity.
GDPR-compliant consent program
Tailored to post-sales lifecycle stages and integrated with the enterprise consent repository, including suppression rules and preference logic.
Monitoring and documented logic
So the system stayed governable after handoff.

Supporting materials

Operational model showing how email validity, bounces, unsubscribes and suspensions are processed
How validity checks, bounces, unsubscribes and marketing suspension flow through the operational programs.

Diagrams and figures are representative. Proprietary architecture, internal system names, and confidential customer details are omitted or generalized.

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