// Case study / Marketing analytics
Replatformed the CDP. The campaigns did not notice.
A full Oracle Responsys to Bloomreach CDP migration where the customer model, event schemas, segmentation, and marketing automation logic were redesigned instead of copied forward.
What happened
The CDP moved platforms without campaigns noticing the cutover.
A consumer-electronics retailer moved from Oracle Responsys to Bloomreach CDP with the customer data model redesigned for the new platform's primitives, not lifted from the old schema. The migration preserved zero campaign downtime through cutover.
Year-one post-migration results were +10.8% CTR YoY and +5.8% open rate YoY (day-matched and date-matched campaign equivalents year-over-year; not seasonality-adjusted). The lift supported the architecture decision: the migration preserved continuity while leaving the team with a more usable lifecycle model.
Situation
The old stack could not produce a stable audience truth.
The retailer was running lifecycle marketing through an Acquia-to-Responsys implementation where audience counts, timing, deduplication, and channel consent did not line up cleanly. Acquia and Responsys could disagree on who qualified for a campaign, so final recipient counts were not knowable until after approvals and campaign documentation. Batched uploads created lag: an email could still go out after an upstream list definition had changed or failed to refresh.
SMS made the problem worse. Responsys maintained SMS in a separate list, so unsubscribe state and eligibility could fall out of sync between email and SMS. IT uploads were not one-to-one across Acquia and Responsys because the systems used different API builds, and Acquia applied different deduplication definitions across mail, email, and SMS.
Task
Evaluate the new platform as an architecture decision, not just a vendor swap.
The Bloomreach demo surfaced a more interesting question than vendor selection: the platform could collapse several recurring failure points in the Acquia + Responsys setup — audience definition, consent state, lifecycle events, and segmentation operating from a coherent customer model, not siloed configs.
The task was then to preserve campaign continuity while refusing to port the old failure modes forward. The migration needed to become a data-model and marketing-automation redesign, not a platform swap.
Acquia + Responsys splitBloomreach CDP
static list membershipbehavioural cohorts
consent state fragmentedconsent-aware event state
baseline CTR+10.8% YoY
Action
The platform migration became a lifecycle architecture rebuild.
The platform evaluation was driven internally from the Email and SMS function — Bloomreach was the recommendation because it could collapse several recurring failure points the Acquia + Responsys split could not. The migration work covered the customer data model rebuild, lifecycle event taxonomy, segmentation redesign around behavioural cohorts, and triggered-campaign automation on the new event layer through the cutover without loss of campaign continuity.
Outcome
The team could speak Bloomreach instead of translating from Responsys.
- Zero campaign downtime during the platform cutover.
- Audience truth consolidated across count logic, deduplication, timing, consent, email, and SMS eligibility.
- Marketing automation carried through cutover, with triggered campaign logic rebuilt on the new lifecycle event model rather than copied forward from Responsys.
- +10.8% CTR YoY in the first year post-migration.
- +5.8% open rate YoY in the first year post-migration.