Global CPG Harmonizes 4M+ Customer Records on Reltio Across 14 Markets
Replaced a fragmented on-prem MDM estate with cloud-native Reltio, bi-directionally synced to SAP MDG — golden records now power order-to-cash in every market.
A global consumer packaged goods company operating in 14 markets had grown its customer master by acquisition — five regional MDM instances, inconsistent match rules, and duplicate rates north of 18% in the worst markets. Trade-promotion spend was being allocated against phantom accounts, order-to-cash was reconciling the same retailer under different IDs per market, and a planned SAP S/4HANA program made the mess a blocking dependency.
Apptad consolidated the estate onto Reltio as the single cloud-native customer master. We modeled the retailer/distributor/banner hierarchy in Reltio graph, tuned match-and-merge with confidence-scored auto-merge and stewardship queues for the gray zone, and built bi-directional sync to SAP MDG so golden records flow into order-to-cash while ERP-originated changes flow back. Snowflake received the mastered dimension for analytics, and market-by-market cutover kept commercial teams live throughout.
All 14 markets now run on a single customer master: 4M+ records harmonized, cross-market duplicates eliminated, and every order-to-cash transaction keyed to a golden record. Trade-promotion effectiveness analysis became possible at the global-retailer level for the first time, and the S/4HANA program inherited a clean master instead of a migration liability. Data stewards work one global queue instead of five regional backlogs.
The Numbers Behind the Story
Built On
The platforms and partners that powered this engagement. Where Apptad has a dedicated alliance, the chip links to our partnership page.
“Every market swore their customer data was the correct version. Apptad gave us one master everyone trusts — and our S/4 program stopped being hostage to bad data.”
