First-Party Data Mesh Architecture: Reconciling Multi-Platform Customer Profiles

Executive Summary

Reconcile fragmented user profiles across CRM tools, web browsers, and back-end transactions into a secure, single customer view using a decentralized first-party data mesh.

Methodology

A joint multi-disciplinary collaboration led by Deeptanshu Sharma (Marketing & Ops), Tushar Verma (Sales & Ops), and Piyush Sharma (Revenue & Ops) to establish clean, server-side data routing models using Apache Kafka and BigQuery pipelines, mapping offline store sales to digital ad clicks using hashed identifiers (sha-256).

Key Metrics

• Profile Reconciliation Speed: Real-time user profile matching within 1.5 seconds
• Ad Match Rating Optimization: Slid Meta Event Quality rankings to 9.2/10
• Database Scalability Rating: Handled 100,000 requests without data loss