Cable & Broadband Provider – Powering Large-Scale Marketing Automation With a Unified Data Warehouse

Introduction

A leading cable and broadband provider wanted to modernize its marketing capabilities using a centralized data platform that could support sophisticated segmentation and automated outreach. With millions of subscribers across TV, internet, and phone services, the company needed a scalable, reliable data warehouse to power its marketing automation engine.

‍

The Problem (Gut-Based Decisions)

Before the engagement, the marketing team lacked the infrastructure required to run targeted campaigns at scale. Key challenges included:

• Customer data was scattered across legacy systems.
• Usage data from set-top boxes and finance systems was difficult to consolidate.
• Campaign logic relied on fragile stored procedures and manual processing.
• Reporting was inconsistent and slow.
• The marketing automation platform frequently stalled due to unreliable data feeds.

This resulted in:

• Limited segmentation capabilities
• Missed cross-sell and upsell opportunities
• Inability to personalize messaging at scale
• A marketing engine that was too brittle to meet business needs

Despite having rich data, the organization could not use it effectively.

‍

‍

The Solution (How Data Changes the Game)

We implemented a modern, enterprise-grade data architecture — the same tool stack successfully used at other major telecom clients — designed for scale, consistency, and high performance:

• Oracle Data Warehouse

Centralized all customer, billing, set-top box usage, and financial data into a single, trusted repository.

• Informatica ETL Pipelines

Standardized ingestion from diverse systems, ensuring clean and reliable data that refreshed on schedule.

• SAP BusinessObjects Reporting Layer

Enabled deep segmentation, KPI dashboards, churn analysis, and campaign performance tracking.

• Marketing Automation Enablement

Provided precise input data for downstream marketing systems, allowing automated campaigns to run accurately and efficiently.

• Enterprise Engineering Framework

Introduced build, test, release, and documentation processes to ensure the system was stable, secure, and maintainable.

This replaced a fragile, ad-hoc environment with a robust marketing data platform designed for scale.

‍

Real-World Example (Specific Client Outcomes)

With the new data warehouse in place, the organization could:

• Build highly targeted customer segments based on TV viewing, broadband usage, and billing data
• Identify churn-risk customers and proactively reach out with tailored offers
• Power multi-channel marketing campaigns using accurate and timely data
• Provide business leaders with consistent, actionable performance dashboards
• Operate marketing automation at a level previously impossible due to data fragmentation
• Run campaigns at national scale without the system crashing or slowing down

The result was a significant increase in marketing effectiveness and operational reliability — transforming how the company engaged millions of subscribers.

‍

Conclusion

By implementing an Oracle-based data warehouse with Informatica ETL and SAP BusinessObjects reporting, the company unlocked true marketing automation at scale. What was once a fragile system built on manual processes became a strategic data platform enabling targeted outreach, reduced churn, and more efficient customer engagement. Data replaced guesswork, and marketing finally operated with the speed and precision the business demanded.