Swisscard, as a leading financial services provider, was ready to take the next step toward more connected, data‑driven customer experiences. While a lot of valuable data already existed across various touchpoints, the structures and systems weren’t yet fully aligned to create one coherent, cross‑channel customer view. This made it difficult to seamlessly link journey steps, understand campaign impact end‑to‑end, and enable more relevant personalization at scale.

Together with Merkle — already a trusted partner in analytics and digital platforms — Swisscard set out to build a unified data foundation that would bring these touchpoints closer together and create new opportunities for smarter insights, attributed performance, and improved customer experiences.

A clear vision, a unified data model, and a robust cross‑team setup allowed Swisscard to unlock actionable insights quickly. The solution was designed not just for reporting — but for future personalization, activation, and continuous optimization.

1. Unified data vision: The project began by consolidating data from the website, onboarding funnels, CRM, media sources, and internal systems into a single, coherent customer profile. This created the basis for a holistic 360° view of the entire customer journey.
2. Re‑engineered analytics setup: The existing Matomo and Piano Analytics landscape was replaced with a native Adobe Experience Platform architecture, using Adobe’s Client‑Side Data Layer and a fully harmonised XDM‑based data model.
3. Customer Journey Analytics as the backbone: Customer Journey Analytics became the central layer for end‑to‑end journey insights, breaking down silos, aligning reporting across devices, and enabling significantly deeper analysis.
4. Iterative MVP delivery: Through a two‑phase MVP approach, first the core data foundation was established, followed by the connection of cross‑channel and cross‑device data flows — ensuring rapid value creation and continuous improvement.
5. Deep partnership and alignment: Existing trust and long‑standing collaboration with Swisscard enabled smooth coordination across teams, early stakeholder alignment, and efficient integration into the broader digital ecosystem.
6. Future activation in mind: The architecture was designed to support upcoming activation cases such as onsite personalisation, media optimisation, and automated, data‑driven decisioning, ensuring long-term scalability and flexibility.