Fragmented customer data, spread across countless systems, channels, and geographies, can seem insurmountable for organizations. For global enterprises like MilliporeSigma, unifying that data to build accurate, actionable customer profiles is critical to delivering meaningful engagement.
In a recent webinar hosted by Redpoint Global, MilliporeSigma’s Customer Data Platform Product Owner Marc Brauch and Tim Perry, Co-Owner of consulting firm Solvenna, joined Redpoint’s Chief Marketing Officer Beth Pfefferle to discuss how MilliporeSigma built a global data readiness foundation to overcome customer identity fragmentation, reduce reliance on third-party data, and accelerate the impact of effective marketing campaigns.
Building a Foundation for Data Readiness
As Brauch shared, MilliporeSigma’s data challenges reflected those of many large organizations: siloed systems, inconsistent APIs, and no single view of the customer. The team sought to reduce dependency on third-party cookies while creating a unified first-party data strategy that could support multi-channel engagement and ensure compliance across dozens of markets.
“Without a unified customer profile, we couldn’t effectively link activity to one customer or account,” said Brauch. “We needed a data readiness strategy that would let us connect fragmented systems and power a comprehensive, multi-channel approach.”
To achieve this, MilliporeSigma partnered with Redpoint Global and Solvenna to achieve data readiness with the Redpoint Data Readiness Hub, with a mandate to consolidate and standardize global data while maintaining the flexibility to meet evolving privacy and governance requirements.
From Fragmented Data to Unified Identities
According to Perry, the first step was establishing a clear framework that aligned people, processes, and technology. “This wasn’t a lack-of-data problem. It was a data-everywhere problem,” he explained. The team tackled six core pillars:
- Use case definition: Focusing on real-world applications to guide priorities.
- Data architecture: Mapping which systems to integrate and when.
- Data quality: Profiling and cleaning information to ensure reliability.
- Unified customer profile: Resolving identities across complex B2B and B2C models.
- Governance and compliance: Maintaining oversight across international regions.
- Skill alignment: Training teams to adopt new tools and workflows.
The process required overcoming challenges ranging from inconsistent address formats and duplicate identities to regional data privacy variations and cultural naming conventions. “The goal wasn’t just centralization, it was activation,” said Perry. “We wanted data that was not only clean, but context-ready and trusted across the enterprise.”
Scaling Across Regions and Teams
Operating in more than 60 countries, MilliporeSigma adopted a phased rollout of the Redpoint Data Readiness Hub to ensure compliance with each region’s data privacy requirements. “As much as this was a technical challenge, it was also a people challenge,” noted Brauch. “Change management, training, and identifying champions in each region were essential.”
By emphasizing transparency and collaboration, the company fostered user adoption through regular training sessions, office hours, and success-story sharing. “Our goal was to turn this platform into an accelerator…something that boosted confidence, streamlined work, and helped teams achieve their goals faster,” Brauch added.
Turning Data into Marketing Impact
Once data quality and identity management were in place, the marketing team unlocked entirely new capabilities. Instead of one-off campaigns, they could now deliver orchestrated journeys that were multi-touch, multi-channel, and measurable.
Key new capabilities included:
- Intelligent long-tail customer engagement, reaching accounts not covered by sales reps.
- Abandoned browse programs, re-engaging potential customers who viewed products online.
- Predictive lead scoring, combining offline and online data to prioritize customer leads, and improve alignment between sales and marketing.
“Once the data was clean and trusted, everything changed,” said Perry. “Campaigns became smarter, journeys became more personalized, and the business could scale engagement without losing precision.”
Real Results: From Trust to Tangible ROI
The results have been significant. With unified data powering lead scoring, marketing and sales teams have greater confidence in prioritizing outreach, resulting in faster follow-up times and stronger alignment.
By comparing campaigns activated through the data readiness hub against control groups, MilliporeSigma saw higher attributed revenue, reduced reporting time, and faster attribution cycles. The team also expanded its reach to previously inactive customers, driving measurable online revenue growth.
As Brauch put it, “No one measures the ROI of electricity, you just know you need it. Our data readiness platform has become that foundational layer that powers everything else.”
What’s Next
With a trusted data foundation in place, MilliporeSigma is focused on continuous optimization, expanding personalization, integrating with CRM systems, and advancing AI-driven segmentation and targeting. “We’ve moved from migration mode to operation mode,” said Perry. “Now we’re executing campaigns, harnessing the data, and driving more revenue.”
By mastering identity and building a scalable data readiness hub, MilliporeSigma has not only improved marketing performance but also set the stage for the next era of intelligent, AI-enabled engagement. Their success highlights how data that’s fit for purpose – accurate, unified, and actionable – creates real business advantages.
Explore more Redpoint resources to continue your data readiness journey:
