Case Study · Technology · Salesforce SFMC · Marketing Cloud Intelligence
Tech Company Builds a Full-Stack Marketing Engine on Salesforce SFMC and MCI
From zero infrastructure to a dual-workstream implementation — messaging journeys, audience automation, and omnichannel analytics live in one engagement.
No email platform, no journeys, no analytics — the blank slate before the dual-workstream implementation began.
About the Client
Two platforms. Two workstreams. One engagement.
A technology company operating across multiple digital channels and business units. They engaged Decision Foundry to implement Salesforce Marketing Cloud from the ground up — covering audience segmentation, journey orchestration, and Ad Studio — while simultaneously deploying Marketing Cloud Intelligence as their cross-channel reporting layer.
Data Sources
The Challenge
Fragmented data. No messaging infrastructure. No unified view.
The client was running fragmented marketing operations with no centralised messaging infrastructure, no audience automation, and no consolidated view of performance across channels or business units.
- No SFMC instance — email, journeys, and Ad Studio needed building from zero
- Audience data siloed with no workflow to segment profiles into a unified data extension
- Paid, search, e-commerce, and email each measured independently with no cross-channel view
- Multiple business units with no harmonised metrics or shared data model
- No QA framework, documentation, or data architecture in place
Workstream 1 · Messaging & Journeys
SFMC configured. Audiences segmented. Journeys live.
A ground-up SFMC build covering sender authentication, audience automation, Ad Studio, and a complete journey framework — all delivered with reusable templates and full documentation.
Core Platform Configuration
Configured sender authentication, domain setup, and up to 100k user profiles across two data extensions — production-ready from day one.
Audience Migration
Migrated one audience segment from the client's existing tool into Marketing Cloud, ensuring engagement continuity throughout the transition.
Automated Segmentation Workflow
Built an automated workflow consolidating audience data into a single data extension as the journey entry layer — no manual intervention required.
Ad Studio Implementation
Implemented Ad Studio with native connectors; performance routed directly into MCI for unified reporting across paid and owned channels.
Single Send Journey
Launched a targeted one-off personalised email journey, including one full campaign build ready for deployment.
Multi-Step Journey
Built a multi-touchpoint campaign interaction sequence delivering personalised messaging across the full client audience.
Reusable Template System
Delivered reusable email templates, UAT confidence check, data architecture documentation, and a recorded solution walkthrough for long-term platform ownership.
100k profiles configured, automated segmentation workflow, Single Send and Multi-Step journeys live in Marketing Cloud.
Workstream 2 · Marketing Cloud Intelligence
7 sources unified. 10+ KPIs. One omnichannel view.
Paid social, paid search, e-commerce, email, and web analytics connected into a single MCI workspace — with custom KPIs, harmonisation levels, and a production dashboard built for daily use across both business units.
7 Sources Connected
Paid social, paid search, e-commerce, email, and web analytics unified into a single MCI workspace for the first time.
Amazon Seller Central Integration
Brought e-commerce performance into the same view as media spend — enabling true cross-channel ROAS analysis.
Mailchimp via TotalConnect
Linked owned email metrics with paid media performance, unifying the full channel mix in one workspace.
10+ Custom KPI Calculations
Cost efficiency, channel contribution, and engagement quality metrics built across all sources and both business units.
5 Harmonisation Levels
Enabled direct like-for-like comparison across source systems and SBUs — no duplication or misattribution.
Omnichannel Dashboard
Unified media performance dashboard with 5 widgets across spend, engagement, and channel efficiency — plus SmartLens and QA dashboards.
Full Documentation
Complete solutions document including data dictionary, architecture diagram, and source notes for long-term platform ownership.
7 sources unified across paid, owned, and e-commerce channels — 10+ custom KPIs and 5 harmonisation levels in one workspace.
Want to see how we’d implement SFMC and MCI together?
From platform configuration to journey automation and unified analytics — we deliver both workstreams in a single engagement.
The Impact
Two workstreams. One outcome.
100k
User Profiles Configured
Core SFMC platform with segmented audiences ready for journey deployment from day one.
7
Sources Unified
Paid, owned, and e-commerce channels reporting together in a single omnichannel dashboard.
2
Journeys Live
Single Send and Multi-Step journeys on a reusable template system, scalable across future campaigns.
10+
Custom KPIs Built
Harmonised measurements enabling clean cross-SBU performance comparison across all channels.
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