Turning Siloed Data into Marketing Power
Enabled scalable, automated data sharing between Salesforce, Marketo, Iterable, and product systems. Empowered email marketers to run more targeted and efficient campaigns.
“The release of this project [the data quality in email marketing system] significantly improved data quality and pipeline reliability in Iterable and established a single source of truth for customer data across Asana, paving the way for further standardization in other business systems such as Salesforce and Marketo. It also allowed us to improve our campaigns through more sophisticated segmentation and targeting.”
Elaine Go
Head of Lifecycle Marketing, Asana
Challenge
Asana's marketing operations were hindered by inconsistent and incomplete customer records in Iterable. Conflicting or missing data drove down email deliverability, triggered mis-targeted campaigns and obscured performance insights.
Tools & Systems
Solution
Data Audit & Schema Redesign
Performed a detailed audit of the data flows and redesigned the underlying schema to support consistent customer profiles.
ETL Pipeline Rebuild
Partnered with marketing and engineering teams to rebuild ETL pipelines with Snowflake as the single source of truth.
Cross-Platform Synchronization
Implemented automated syncs between Snowflake, Iterable, Salesforce and Marketo to eliminate gaps and mismatches.
Key Results
Unified customer data repository - no more duplicates or stale records
Robust, automated pipelines with built-in exception handling and regular syncs
Consistent customer profiles across Salesforce, Marketo and Iterable
Granular segmentation that drove a measurable uplift in email engagement