Retail data scattered across every channel, with no reliable view of the customer journey

The problem

Customer data sat disconnected across every touchpoint the business ran through. There was no reliable way to see how someone actually moved from first contact to purchase, which meant personalisation and lifecycle marketing had nothing trustworthy to build on.

What we do

We designed a full event tracking schema from scratch, mapped every data flow across the business, and prioritised events into P1, P2 and P3 tiers so the team knew what mattered first. Segment and Amplitude went live on top of that schema, and marketing automation was rebuilt to run on the new data rather than guesswork. The whole foundation was handed over as a TypeScript tracking library, so the client's own engineers could maintain and extend it without depending on us.

What changed

Over a structured ten-week onboarding, the business moved from scattered, untrustworthy data to a single system it could act on.

1. One event tracking schema, covering every customer touchpoint, prioritised into P1, P2 and P3 tiers
2. Segment and Amplitude live, giving a single queryable view of the customer journey
3. Marketing automation rebuilt on trustworthy data instead of guesswork
4. A TypeScript tracking library handed to the in-house team, so the system does not depend on Admiral to run it

Tools used on this engagement.

To bring this methodology to life, we rely on a specialized suite of tools — seamless integrations across content management, marketing automation and analytics to execute the strategy and measure real-world impact.

• Amplitude