Case study
Customer data platform (lite)
Identity resolution, segment builder, and reverse ETL to marketing tools—without a six-figure enterprise CDP contract.
Overview
Customer data platform (lite)
Scope, timeline, and context—how the work was framed before a single sprint shipped.
A pragmatic CDP: one profile per customer, traits computed in the warehouse, and syncs to Hubspot and ad platforms.
Organization
Northline Labs
Duration
4 weeks
Project type
RevOps data layer
Role
Data integrations
Case study
How we got there
From constraint to release: the problem, the approach, the build, and what changed after go-live.
The problem
Marketing used three tools with conflicting emails; sales trusted none of them; engineering refused another all-in-one black box.
The approach
We defined identity rules in dbt, scheduled trait jobs, and exposed a simple UI for segments and sync health.
The solution
GTM teams build audiences with SQL-backed confidence; ops sees sync failures before campaigns misfire.
Product views
Customer data platform (lite)
Interface moments that show hierarchy, density, and polish—the same bar we bring to stakeholder reviews.
Results
The result
Outcomes we optimize for: less manual work, faster decisions, and software that stays trustworthy in production.
Time-to-first-unified-view hit weeks not quarters; duplicate sends dropped; the team avoided a bloated vendor lock-in.
Duplicate sends
−62%
Email campaigns
Segment build time
−80%
Median minutes
Sync uptime
99.5%
30-day window
Next step
Want a build like this?
We scope in milestones, ship in slices, and keep communication crisp—so your roadmap stays honest.