3 data worlds: how to connect CRM, retail and app ecosystems without rebuilding everything

Every company talks about being data-driven — until you realize your data doesn’t actually connect. At Procter & Gamble, we faced that reality: CRM and loyalty programs, retailer sell-out data, and app-store insights from Google Play and the App Store all lived in isolation. Each dataset was powerful, but together they told… nothing.

Instead of another massive data lake project, we built a connective layer that linked 1st-, 2nd- and 3rd-party data into one trusted ecosystem. We resolved millions of customer identities and translated noisy app signals into behavioral insights.

Once the systems finally spoke the same language, we unleashed predictive scoring and personalization that transformed how marketing, media, and retail teams collaborated. The outcome: double-digit media efficiency gains, higher engagement and reports delivered in minutes instead of weeks.

This is a story of what it really takes to connect disconnected data — the missteps, the breakthroughs and the lessons learned that any global business can use to turn insight into growth.