Technical Case Studies
A selection of the implementations and technical problems I have resolved, and how. Most of them are enterprise onboardings onto a Customer Data Platform (CDP), where the work is getting a client's ticketing, e-commerce and CRM data to agree on what a customer is. I have worked on more than forty of them, for sports clubs, leagues and federations in 13 countries in Europe and the US. How I run one is written up separately, and you can trace one customer through the data mapping yourself.
A note on these case studies. I describe clients in general terms and do not name them. No confidential information, client data, credentials or proprietary implementation detail appears here. Each outcome describes what the project set out to achieve and what the client signed off. They are not warranties or compliance opinions. See the Terms of Use.
Reverse-Engineering Global Ticketing APIs
The Challenge: A global ticketing platform needed its legacy, multi-layered event data
integrated into our CDP. Documentation was fragmented, and venues and events were related in ways the structure did not make obvious.
My Solution: I manually mapped the API logic, reverse-engineering the data
relationships. I designed the JSON transformation schema and guided Engineering on the exact
implementation path, so their whole event catalogue could be standardised at once.
The Outcome: Real-time segmentation across their full event history, with the
legacy dependency still intact.
Sports League Bi-Directional Sync
The Challenge: Onboarding a multi-tenant sports league of 10+ clubs, each running
its own tools and changing them without notice. They required a bi-directional sync between B2B CRMs, mobile apps, and
gamification platforms. We had to handle conflicting data edits and push segmented audiences
back to their CRM.
My Solution: Designed which system wins each field when two sources disagree, and the two-way sync that
applies it. I coordinated the integration across Ticketing, E-commerce,
and Membership systems.
The Outcome: Clubs could push targeted segments from the CDP back into their own
CRM and sell against them.
US Sports League: Protecting Minors' Data
The Challenge: A US professional sports league with a nationwide youth club
network, and rigid data lake pipelines, needed to onboard its entire under-18 membership base.
Under strict legal constraints, marketing had to reach parents and guardians without exposing any
minor's personal data.
My Solution: Led the technical discovery with their data engineers and
structured their data sources with them. I designed the account's identity resolution and a
"Parent/Guardian" entity model in the CDP that routed all communications to authorised adults while
keeping the non-adult profile data siloed for analysis only.
The Outcome: The model was signed off by the client's own data-protection and
engineering teams and shipped, letting them reach the guardian audience without minors' personal
data leaving the analytics silo.
Segmentation Engine Migration
The Challenge: Every customer account had to move from an old segmentation
engine to a new one, with every segment rebuilt rule by rule. Done by hand it was slow, repetitive
work, and the larger the account the worse it got.
My Solution: I built an AI toolkit backed by a knowledge library of how the
platform is configured. It reads the SQL behind the existing segments, triages what needs
recreating, bootstraps the new engine and rebuilds the rules and segments through the portal's
API.
The Outcome: A migration now needs only a planning phase; the toolkit does the rebuild. The same toolkit now
builds dashboards and analytics tables from a customer's raw data sources.