Technology, Media & Telecom · Snowflake
National telco builds a governed subscriber CDP on Snowflake
31% churn reduction on priority segments · 100M+ subscribers governed
At a glance
Key metrics
Challenge
The situation
Subscriber data was scattered across billing, network, CRM, and marketing stacks. Churn models ran on a weekly cadence; retention teams couldn't intervene in time. Regulators demanded documented data-use governance.
Approach
How we delivered
- 01 Built the subscriber CDP on Snowflake with identity resolution across billing, network, and digital identifiers.
- 02 Developed a real-time churn score refreshed on event, surfaced to retention agents in CRM.
- 03 Governed every attribute for purpose-of-use through Snowflake tag-based policies plus Collibra.
Architecture
Solution architecture
Kafka-based event stream into Snowpipe Streaming. Identity resolution via Snowflake-native graph logic. Cortex-powered next-best-offer generation. Activation to CRM and marketing via Reverse ETL (Hightouch). Governance through Collibra; lineage in Atlan.
Outcomes
Measured results
- 31% reduction in churn on priority value-at-risk segments.
- 2x improvement in next-best-offer acceptance.
- Documented purpose-of-use governance approved by the national regulator.
Technology
Tech stack
Platform
- Snowflake
- Snowpipe Streaming
- Snowflake Cortex
Activation
- Hightouch (Reverse ETL)
- Salesforce Service Cloud
Governance
- Collibra
- Atlan
“The retention team went from chasing last week's churn to preventing next week's.”
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