Unlocking AI-Driven Growth with Trusted Customer Data
How a Global Life Sciences Company Mastered Customer Data Across 15+ Brands with Tamr’s AI-Native MDM
Challenges
- B2B customer data fragmented across 15+ operating companies, each with separate CRM, marketing automation, and service systems
- 90% of customers are only known by a single operating company, limiting cross-sell and upsell opportunities
- Poor data quality and incomplete records slowed the adoption of AI initiatives
- Redundant enrichment and compliance processes increased costs and risk
Outcomes
- Unified data across 17 internal and external sources in six months
- Deduplicated 10M+ contact records, reducing duplicates by over 50%
- Improved record completeness from 54% to 63% with Tamr enrichment
- Delivered a 360-degree view of customers across the enterprise
- Enabled AI-driven use cases, including marketing personalization and customer journey analytics
For this life sciences company, data held the key to growth—but only if they could overcome major operational challenges. With customer data spread across operating companies, each with its own marketing tech stack, the business lacked a unified view of customer relationships. Cross-sell opportunities were being missed, AI initiatives stalled, and sales and marketing teams operated with incomplete and inconsistent information.
90% of our customers were only known by one of our brands. To cross-sell effectively, we had to break down those silos and bring customer data together.
To solve this, the company implemented a modern data architecture with Snowflake, Salesforce Data Cloud, and Tamr’s AI-native MDM. Tamr mastered customer and contact records, creating a single, trusted view of each customer. Clean, complete data was published back into Snowflake for use across the enterprise.
With Tamr, once the data is connected, records are mastered in a day or less—fast, automated, and accurate. Having a trusted golden record is a huge unlock. For the first time, we can confidently say, ‘Here’s who we’re working with—and here’s how to better serve them.’
In just six months, the company consolidated 17 sources, deduplicated 10M+ contacts, and boosted data completeness by nearly 10%. The trusted customer view now powers downstream AI-driven use cases:
- Next best action for sales: Guiding reps to the most relevant outreach opportunities
- Marketing personalization: Building targeted audiences and personalized experiences
- Cross-sell & upsell: Identifying new opportunities across brands
- Customer journey analytics: Mapping engagement and preferences across touchpoints
Data governance and compliance were also embedded into the program. Metadata catalogs, data dictionaries, and lineage tracking provided transparency and confidence to legal, compliance, and IT stakeholders. Tamr’s seamless integration with Snowflake ensured flexibility for each business unit while enabling enterprise-wide impact.
Data governance has shifted from being a gate to being a guardrail. With Tamr, we’re growing faster while staying compliant and transparent.
By mastering customer data with Tamr, this life sciences leader has transformed data from a barrier into a growth-driving asset—fueling AI, accelerating innovation, and empowering teams to deliver more value to customers.
See for yourself
Get a free, no-obligation 30-minute demo of Tamr, and discover how our unique AI-native MDM solution can empower you to deliver data you can trust.