Design and Development of a Customer Data Platform for Loyalty Programs: Data Deduplication and Personalized Marketing Infrastructure
Year: 2025
Type: article
Abstract: This position paper presents the architecture and deployment of a Customer Data Platform (CDP) for the Koçtaş loyalty program to enhance data quality, unification, and personalization-based marketing strategies. The project entails bringing together disparate customer data collected across multiple channels into a single, deduplicated data store to enable advanced analytics and AI-driven personalization. By employing a combination of big data technologies, cloud infrastructure, and machine learning algorithms, the proposed system will enable real-time data processing of information, customer segmentation, and predictive modeling. Through this system, the platform will enhance marketing performance, customer satisfaction, and operational efficiency while adhering to data privacy legislations such as GDPR and KVKK compliance. The article situates the project within the contexts of customer relationship management (CRM), loyalty program studies, and personalization studies. It discusses data consolidation, deduplication, and system development processes, highlighting innovative elements such as adaptive algorithms, real-time learning processes, and secure data management. Expected gains are increased marketing ROI, additional loyal customers, and streamlined operational processes. The paper concludes with the analysis of the long-term potential contribution of the project and with future research avenues for large-scale data-driven marketing infrastructures.
Language: English
Topic: Data Quality and Management
Field: Decision Sciences
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W7122924479