Customer Data Platform

Overview

Built a customer data platform at Ally Financial to enable a unified view of customer interactions across channels, products, and touchpoints. This initiative was central to modernizing how the bank understands and serves its customers.

Challenge

Customer data was fragmented across legacy on-prem systems with no unified view. Business teams couldn't understand the full customer journey, cross-sell opportunities were invisible, and channel interaction analysis was manual and incomplete.

Approach

Designed and implemented a customer data platform in Snowflake that aggregated interactions across all customer channels. Owned the product roadmap, backlog, and sprint execution to deliver iteratively, ensuring each release provided immediate business value.

• Mapped customer touchpoints across products, channels, and lifecycle stages
• Built data products in Snowflake using DBT transformations per architectural standards
• Collaborated with marketing, compliance, and analytics teams to define requirements
• Delivered through agile sprints with continuous stakeholder feedback

Key Results

• Enabled cross-sell product analysis across the customer base
• Enhanced customer experience insights through channel interaction analytics
• Modernized legacy customer and compliance analytic use cases

Technical Details

Data products were built across Staging, Domain, DataMart, and Curated/Consumption layers per Ally's architectural and data governance standards.