Case Study: From Fragmented Data to a Unified Global Strategy

Modernizing Identity Architecture for a Global B2B Distributor

Their Challenge

A global B2B electronics distributor operating in over 90 countries, this client manages a vast network of regional marketing operations, each with its own regulatory and language considerations. With multilingual campaigns running across 19 languages, their Braze instance had become increasingly strained – revealing critical gaps in identity resolution, compliance automation, and operational scalability.

As the business expanded, so did the complexity. Their key obstacles included:

• Legacy ID mismatches: External IDs weren’t consistently mapped across systems, breaking the customer identity chain.

• Compliance complexity: Varying global privacy laws (like GDPR and CASL) created operational risks and manual workload.

• Scalability strain: Managing multilingual content across channels (email, in-app, content cards) was inefficient and error-prone.

The lack of a unified identity architecture was more than a data issue – it was a strategic barrier to personalization, performance tracking, and compliant global scale.

Our Approach

Rather than patching over broken data, we re-architected the entire identity layer to create a future-ready marketing foundation.

Unifying the Enterprise ID

We led a full-scale migration of Braze’s external IDs to a new Unified Enterprise Identifier, bringing marketing systems into alignment with internal enterprise data. This enabled:

• Reliable cross-channel attribution

• Seamless interoperability with the broader tech stack

• Scalable personalization based on consistent identity resolution

Smart Compliance That Scales

To handle regulatory requirements without slowing down marketers, we built a Location-Aware Double Opt-In Framework. This dynamic system:

• Detects a user’s geography at the point of signup

• Automatically applies the appropriate legal logic (e.g., GDPR, CASL)

• Eliminates manual decision-making around compliance

Operationalizing 19 Languages

We implemented a Translation-Ready Content Architecture across email, in-app, and content cards. This modular system:

• Supports content management across 19 languages

• Streamlines workflows for regional teams

• Reduces the risk of errors or inconsistencies in localization

Their Results

By treating data hygiene as a strategic architecture initiative, not a cleanup task, we helped the client transform how they execute marketing globally. Key outcomes:

• Full alignment between marketing and enterprise data systems

• Automated, scalable compliance with international privacy laws

• Streamlined multilingual campaign management across 19 markets

• A modernized Braze instance that supports global growth and personalization at scale

Looking to scale your marketing with clean data, smart compliance, and global-ready systems? Let’s talk about how Covalent can help you build for the future.