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Omnichannel MarTech Platform Development for Scalable A/B Testing and Customer Engagement

agileengine.com

eCommerce

Advertising & marketing

Digital marketplace

Marketing Services

Challenges in Scalable Customer Engagement and Data Processing

The client requires a high-performance omnichannel A/B testing system to handle 87 million monthly shoppers while maintaining sub-100ms data processing latency. Existing infrastructure struggles with peak traffic during sales events, lacks unified customer experience across channels, and requires improved data pipeline integration for real-time analytics.

About the Client

Leading online retail platform seeking to enhance customer experience through data-driven marketing technologies

Objectives for Enhanced Customer Engagement and Data Processing

Design and implement a scalable A/B testing architecture using microservices
Reduce data processing overhead to below 100 milliseconds per request
Improve customer satisfaction through UX-driven A/B testing capabilities
Ensure system performance during peak sales events (e.g., Black Friday)
Integrate comprehensive data collection pipelines with existing warehouse

Core System Functionalities

RESTful microservices architecture for scalable testing framework
Real-time data collection and processing pipelines
Multi-channel A/B testing for 87 million+ users
Automated UI testing across web and mobile platforms
Stream processing integration with Apache Kafka

Preferred Technology Stack

Java

Scala

Ruby

HTML5

Swift

Objective-C

JavaScript

Apache Hive

Sinatra

Kafka

Gatling

SBT

Required System Integrations

Data warehouse APIs
RESTful service interfaces
Mobile application SDKs
Customer analytics dashboards

Critical Non-Functional Requirements

Horizontal scalability for 87M+ users
Sub-100ms request latency
99.99% system availability
End-to-end data security
Cross-platform compatibility

Expected Business Impact of Enhanced MarTech Platform

Projected 25% year-over-year revenue growth through optimized customer engagement, record-breaking sales during peak shopping events, and improved customer satisfaction ratings (4.1+ Trustpilot) via data-driven UX improvements. The system will support continuous A/B testing at scale while maintaining enterprise-grade performance and reliability.