Large Regional Bank Modernizes Marketing Automation with Cloud Analytics

SOLUTION OVERVIEW

With support from WIT, our client modernized a legacy, on-premise marketing automation program by migrating data pipelines and business logic to a scalable cloud architecture built on Alteryx and Snowflake. The new solution replaced fragile manual processes with automated, auditable workflows—improving campaign agility, data reliability, and long-term scalability, while significantly reducing operational effort.

INDUSTRY

Banking

Function

Marketing Operations

Geography

Southeast Michigan

OPPORTUNITIES

The bank recognized the need to modernize its marketing automation capabilities to support future growth and analytics maturity. The previous legacy, on-premise system at the bank was difficult to scale and required too much manual intervention, making it difficult to maintain. The bank required a much more flexible solution that allowed for faster insights and more reliable campaign generation. Key challenges and opportunities included:

• Eliminate manual, time-consuming, spreadsheet-driven data preparation and campaign logic with automation
• Centralize marketing data previously scattered across disparate source systems
• Standardize and document complex business rules used for audience segmentation to ensure consistent campaign generation, eliminating ambiguity
• Improve data quality, reliability, and auditability

SOLUTION

Rather than continuing to extend the existing legacy system, our client partnered with WIT to design and implement a modern, cloud-based marketing automation foundation.

Key components of the solution included:

Data Centralization in Snowflake

Snowflake was selected as the central data platform to provide a single, scalable source of truth for marketing data. Key benefits included:

• Consolidation of historical and current marketing, customer, household, and account data into a single location
• Standardized processes to support both operational workflows and downstream analytics
• Cloud-native scalability to support growing data volumes and new source systems

Automated Data Pipelines with Alteryx

Alteryx was chosen to operationalize complex business logic and replace manual, error-prone workflows with automated, production-grade pipelines. Key benefits included:

• Migration of legacy business logic into automated, reusable Alteryx workflows and macros

• Parameter-driven macros to support recurring and ad-hoc campaign execution

• Seamless integration with Snowflake for efficient data ingestion and output

• Visual, self-documenting workflows to improve transparency and maintainability

Modernized Campaign Enablement

• Support for recurring and ad-hoc campaign runs without manual rework

• Automated delivery of campaign-ready datasets to downstream marketing platforms like Growthloop

• Integration with Power BI reporting to derive campaign insights

Governance and Transparency

• Automated data quality checks and validation processes

• Self-documenting workflows to support auditability, onboarding, and long-term maintainability

OUTCOMES

The cloud modernization initiative delivered immediate and measurable value across the marketing organization:

• Significant reduction in manual effort previously required to prepare campaign data
• Improved reliability and consistency of marketing audiences and metrics
• Faster campaign turnaround times, enabling greater marketing agility
• A scalable foundation capable of supporting new data sources and advanced analytics initiatives
• Reduced operational risk through automation and standardized workflows
• Improved knowledge transfer and maintainability through documented, visual workflow

What was once a fragile, labor-intensive system is now a flexible, cloud-native marketing automation platform designed to evolve alongside the organization’s marketing strategy.

About WIT

WIT is an analytics and automation consulting firm with over 25 years of experience. We help our clients build solutions to maximize the value of their data and analytics assets, and automate key business processes. In partnership with elite software companies, WIT’s capabilities span a broad spectrum of business functions and industry verticals. To learn more about the work we have done for our clients, visit Our Experience page.