The Project

Officeworks was implementing a customer data platform, but the Snowflake environment it would draw from had no agreed structure for customer data. Anchora led the data structure strategy ahead of the build, so the Customer Data Platform (CDP) was built on a plan, not decisions made under pressure once work was already underway.

The Ask

Without a deliberate design, the CDP risked inheriting problems that would be expensive to unpick once audiences and activations were already built on top of them:

• Inconsistent customer identifiers across systems.
• Duplicated or conflicting definitions of core customer attributes.
• No agreed boundary between what the data warehouse owns and what the platform owns.

Scope

Anchora defined the customer, attribute and event structures the CDP required, then specified how the platform would consume them:

• Data strategy & architecture: the target data structure and modelling strategy for Snowflake, set ahead of the CDP build.
• CDP data readiness: customer, attribute and event schemas defined around how the CDP would use the data.
• Data modelling: an identity and key strategy setting out how customers are represented consistently across systems.
• Governance: source-to-target mapping and governance recommendations carried into the build phase.
• Consulting: a specification of the data views the CDP would use, so how data would flow in was planned upfront instead of worked out partway through the build.

Outcome

The CDP implementation started from an agreed data design instead of resolving structural questions mid-build. Customer definitions are now consistent between the warehouse and the activation platform, the ingestion contract is documented, and the structure can absorb new data sources without reworking what already exists.

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A CDP is only as good as the data structure underneath it. Anchora’s data and MarTech teams work together to design that structure before the build starts, so the platform inherits clarity rather than rework. Talk to us about your CDP data readiness.