/ MarTech & CDP

MarTech & CDP: Customer 360 That Actually Works

ACI Infotech builds customer data platforms that give marketing one identity-resolved profile per customer: Salesforce Data Cloud, Adobe Real-Time CDP, or a composable build on your lakehouse. We connect the sources, resolve the identities, carry consent through every hop, and hand your team segments that update in real time, not monthly list pulls.

Salesforce Agentforce partner
Braze Alloy partner
Adobe Solution Partner
GDPR and CCPA built in

Talk to a MarTech engineer See the case studies

Salesforce & Braze practice

We implement what we recommend.

One customer, one record

Twelve systems can agree
on one customer.

Web, app, email, store, loyalty, and service desk each hold a piece of the same person. Engineer the identity resolution and the consent layer properly and the pieces snap together: one profile, activation in real time, and campaign numbers that reconcile with finance.

2.5xEmail engagement lift

One customer profile across 600+ retail locations

“They flawlessly delivered top-tier digital data on a milestone that mattered to us. Their dedication and expertise made them a genuine partner, not a vendor.”

Director of Data and MarTech · A national convenience retailer

Read the case study

/ What we build

One customer profile. Six ways to use it.

CDP implementation

Salesforce Data Cloud, Adobe Real-Time CDP, or Segment, implemented end to end: sources connected, identities resolved, duplicates merged into one record per human. Consent rides along with every profile, so activation stays legal in every region you sell in.

Salesforce Data CloudAdobe RT-CDPSegmentmParticle

Journey orchestration

Multi-channel journeys in Journey Builder, Adobe Journey Optimizer, or Braze Canvas that react to what the customer just did, not what last month’s batch said. Entry and exit rules get tested against holdout groups, so lift is measured, not assumed.

Journey BuilderAdobe Journey OptimizerBraze Canvas

Personalization engines

Einstein, Adobe Sensei, and Braze tuned for web, email, and app. Recommendations and next best action run off the unified profile, which is why the identity work comes first. Personalizing on bad identity just gets the wrong name in the greeting faster.

Einstein AIAdobe SenseiBrazeDynamic Yield

Email and messaging

Marketing Cloud and Braze programs with deliverability treated as engineering: authentication, warm-up, list hygiene, and suppression logic. Dynamic content and A/B testing come standard, not as a phase two.

Salesforce Marketing CloudBrazeKlaviyoSendGrid

Loyalty and CRM

Loyalty programs wired into the CRM and the CDP, so points, tiers, and offers read from the same profile the campaigns use. Service sees what marketing promised. That alone ends a lot of internal arguments.

Salesforce CRMLoyalty ManagementService Cloud

Analytics and attribution

Multi-touch attribution and campaign analytics your finance team can interrogate. We would rather show a smaller number that holds up than a big one that dies in the quarterly review.

Adobe AnalyticsGoogle Analytics 4TableauLooker

Which CDP? Sometimes none.

The honest answer starts with the stack you already run. Salesforce Data Cloud earns its keep when the customer record already lives in Salesforce. Adobe Real-Time CDP fits Adobe-first experience teams. And if you already run a governed lakehouse, a composable build can activate straight from it and skip the second copy of your data entirely. We implement all three, so the recommendation follows your architecture, not a reseller quota.

Data Cloud

Your CRM, service desk, and commerce already live in Salesforce

Activation this quarter matters more than owning the stack

More than one fits

Adobe RT-CDP

Adobe carries your content, journeys, and analytics

Activation this quarter matters more than owning the stack

More than one fits

Lakehouse build

A governed lakehouse already holds the customer data

Marketing and data science must share one identity graph

/ Results

Measured in production, not in the deck.

Fortune 500 Retail Client

87%

Reduction in Data Processing Time

Databricks Modernization & AI Enablement for a Leading Convenience Retail Chain

Read the case study

Fortune 500 Financial Services Client

87%Reduction in Data Retrieval Time

Modernizing Wealth Advisory CRM with ACI’s Salesforce Expertise

Read the case study

Fortune 500 Financial Services Client

47%Reduction in Duplicate Records

Advisor Productivity with Intelligent CRM Modernization

Read the case study

More customer-360 work shows up across our retail and hospitality engagements, usually one layer down in the data platform. Browse all case studies.

/ How an engagement runs

Five phases. Honest ranges.

Map

Weeks 1 to 4

Inventory the sources, audit the identity keys and consent state, and pick the first activation use case worth real money.

Design

Weeks 3 to 8

CDP choice, identity model, consent architecture, and an integration plan your data team signs off on.

Connect

Months 2 to 5

Sources flow in, match rules run, and unified profiles start building. Match rates are reported from the first week.

Activate

Months 4 to 7

First journeys and segments go live, measured against holdout groups so the lift is real.

Scale

More channels, more use cases. Enterprise implementations land in 6 to 9 months; simpler stacks come in well under that.

A CDP is only as good as the pipes under it.

Identity resolution fails quietly when the source data is late, duplicated, or wrong. Our data engineering practice builds the lakehouse, pipelines, and quality gates that make a customer 360 trustworthy, which is why most of our MarTech work starts one layer down.

Data Engineering

/ Why ACI

Why enterprises pick us for MarTech

/ Delivery

The architects who design your identity model build the integrations.

No switch between the pitch team and the delivery pod.

/ Partnerships

Salesforce partner with an Agentforce practice, Braze Alloy partner, and Adobe Solution Partner.

/ Foundations

We are data engineers first.

Your CDP sits on identity and pipeline work we do for a living, not on hope.

/ Scale

Founded 2006.

1,200+ engineers across 11 global delivery hubs. 500+ enterprise projects.

/ Questions

MarTech questions,
answered straight.

The questions we hear most before a CDP engagement. Anything else belongs in a conversation.

What is a customer data platform?

Software that pulls customer records from every system you run, resolves them to one profile per human, and serves that profile to marketing, service, and analytics in real time. The hard part is not the software. It is the identity and consent work underneath it.

Which CDP should we choose?

It follows your stack. Salesforce Data Cloud for Salesforce-heavy orgs, Adobe Real-Time CDP for Adobe shops, Segment when you want flexibility, and a composable build on the lakehouse when you already govern your data and do not want a second copy of it. We implement all of them, so the recommendation follows your architecture.

How long does a CDP implementation take?

Enterprise implementations run 6 to 9 months end to end. Simpler deployments come in faster. The first activation use case usually goes live around month four; we do not save all the value for the final reveal.

Do we need a CDP if we already have a lakehouse?

Maybe not a packaged one. If your lakehouse is governed and the identity graph lives there, a composable CDP can activate straight from it. If marketing needs tooling and speed more than architecture, a packaged CDP still earns its place.

How do you handle privacy and consent?

Consent management, data residency controls, and GDPR and CCPA compliance are designed in from day one, not patched on before an audit. Every activation reads the consent record before it fires.

Can you work with our existing marketing tools?

Yes. We integrate with the stack you run and add capability incrementally. Rip and replace is a last resort, not a sales motion.

How do you measure whether it worked?

Match rates, profile coverage, and activation lift against holdout groups. If a journey cannot beat its holdout, we say so and fix the journey instead of the reporting.