CRM Analytics at Expedia Group
Owning the analytics infrastructure for 400M+ users across global brands
Impact
400M+ users · 300+ daily dashboard users · 60x cost reduction
The problem
CRM marketing teams across multiple global brands had no single source of truth for targeting, experimentation, or reporting. Data pipelines were slow and costly, data quality issues took weeks to detect, and manual reporting couldn't scale across a 400M+ user base.
The approach
Designed and productionised an enterprise customer segmentation framework that became the single source of truth across all brands and markets. Built automated analytics dashboards used from SVP to operations level. Re-architected data ingestion to cut processing costs 60x. Led data quality initiatives that fixed 100M+ records, market expansion analytics, and a loyalty program launch including its privacy compliance framework.
The outcome
400M+ users covered by the segmentation framework. 300+ daily active dashboard users. 60x cost reduction on B2C data ingestion. 30% market expansion through analytics-driven identification of growth blockers. 5M+ users added to marketing reach after data quality initiative. 75% faster metric calculation for 15M+ users after data migration.