Building a Real-Time Customer Data Platform for Global Telcos at Scale

About the client

A Singapore-based Martech company offering a real-time Customer Data Platform built to complement enterprise MarTech stacks. Their platform powers 360-degree customer views, omni-channel campaign management, and millions of real-time events per minute, serving some of the world's largest telecommunications providers across Southeast Asia and the Middle East, including operators such as Signtel, Telstra, and Omantel.

Problem Statement

Global telecom operators needed to process and act on millions of customer events per minute, in real time, across complex and fragmented MarTech environments. Existing platforms couldn't scale to telco-grade event volumes, support both cloud and on-premise deployments simultaneously, or integrate deeply with enterprise platforms like Salesforce Marketing Cloud. Simultaneously, onboarding new enterprise clients within demanding SLAs, across highly varied customer infrastructure, remained a recurring operational challenge.

Challenge

Telco-Grade Event Scale
Processing millions of customer events every minute for some of the world's largest telecommunications operators, with zero tolerance for data loss or processing lag.
Dual Deployment Model
Supporting both a SaaS model and a fully on-premise version within the same product, without compromising feature parity, performance, or maintainability.
Complex Onboarding Within Tight SLAs
Onboarding enterprise telco clients across highly varied customer environments and integration channels, while meeting strict turnaround commitments.
Deep MarTech Integrations
Building reliable, production-grade integrations with enterprise platforms including Salesforce Marketing Cloud, across diverse client tech stacks.
Real-Time AI Execution at Scale
Running 100+ real-time AI models simultaneously to power personalization, segmentation, and decisioning within live customer journeys.

Solution

Pace Wisdom built and evolved a suite of products over the engagement, delivering a scalable, omni-channel Customer Data Platform on AWS, with key milestones including:

Decoupled Onboarding Layer
A modular onboarding architecture enabling fast enterprise client setup with a modern, configurable experience, reducing time-to-live for new telco deployments.
Real-Time Event Processing Engine
A high-throughput event pipeline capable of ingesting and processing millions of events per minute, with low-latency routing to campaign and analytics workflows.
360-Degree Customer View
‍A unified customer profile engine aggregating data across touchpoints, enabling accurate segmentation, real-time decisioning, and personalized engagement.
Omni-Channel Campaign Management
An end-to-end campaign orchestration layer covering email, SMS, push,and digital channels, with journey-level automation and real-time trigger support.
Salesforce Marketing Cloud Deep Integration
Production-grade integration with Salesforce Marketing Cloud, enabling bidirectional data sync, journey handoffs, and unified campaign reporting across platforms.

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Technology used

Angular, Node.js, and PostgreSQL for real-time customer data processing and scalable analytics at global telco scale.

Impact

100+

Real-Time AI Models Running

3+

Global Telcos Served at Scale

360°

Unified Customer View Delivered

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