Britannia · First Party Data Programme

Scope of Work — Data Flow & Ownership

Kasmo (data foundation) · WPP (activation, CRM & insighting) · Microsite agencies (source capture)

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Source Capture
SVOC
Data Unification
Unified Profile
Insights & Segments
Activation
Response & Reporting
Hashconnect
Microsite Agency
Microsite
Webdimension
Microsite Agency
Microsite
Schbang
Microsite Agency
Microsite
DigiIQ
Microsite Agency
Microsite
Pinelabs
Microsite Agency
Microsite
SVOC
Kasmo
[MCP · Salesforce]
Single View of Customer
  • •Consented 1P capture
  • •Identity stitching
  • •Event streaming
SFDC — Data Cloud
Kasmo
Ingestion → Unification
  • •Source connectors
  • •Data model mapping
  • •Identity resolution
  • •Unified profile build
Unified Profile
Kasmo
[Kasmo]
Golden record
BritGPT
WPP
[Bi-directional]
GenAI knowledge & activation layer
  • •Prompt-driven insights
  • •Audience Q&A
  • •Campaign copilot
MarTech ConsultantML Engineer
Calculated Insights
WPP
Attributes & scores
  • •Brand affinity
  • •Pack-size affinity
  • •Category propensity
  • •RFM & lifecycle stage
  • •Churn / lapsed risk
CDP ConsultantMarTech Consultant
Segmentation
WPP
Audience design
  • •Personas & cohorts
  • •Suppression logic
  • •Look-alike seeds
CDP ConsultantMarTech Consultant
Paid Media via GCP
WPP
Activation
  • •Audience export to GCP
  • •DV360 / Meta / Google Ads
  • •Look-alike expansion
CDP Consultant
SFMC — CRM Campaigns
WPP
Owned channels
  • •Journey Builder setup
  • •Campaign management
  • •Email / SMS / WhatsApp
  • •A/B & triggers
CRM PlannerCRM Executioner
Campaign Response + FPD
WPP
Data Cloud closed loop
  • •Response ingestion
  • •Attribution joins
  • •Insighting layer
Analytics
Tableau Dashboard
WPP
[Unified view]
Reporting & Dashboarding
  • •Executive KPIs
  • •Campaign performance
  • •Segment health
Analytics
Legend:
Microsite Agency
Kasmo
WPP
Handoff
Animated flow = live data movement
Kasmo — Data Foundation
Own the plumbing: capture → SVOC → unified profile
Responsibilities
  • SVOC design on MCP (Salesforce Marketing Cloud Personalization / Data Cloud events)
  • Ingestion of microsite streams from Hashconnect, Webdimension, Schbang, DigiIQ & Pinelabs
  • Source connectors, schema mapping & data quality guardrails
  • SFDC Data Cloud modelling — DMOs, DLOs, identity resolution rulesets
  • Unification & golden-record creation (Unified Individual profile)
  • Consent, PII governance & data-residency compliance
  • Ownership of the Unified Profile as the single source of truth
  • Platform SLAs, observability & pipeline reliability
WPP — Strategy, Activation & Insighting
Turn the unified profile into growth: insights → segments → channels → measurement
Responsibilities
  • Strategic thinking: FPD roadmap, use-case prioritisation, martech vision alignment with CMO
  • Calculated Insights: brand affinity, pack-size affinity, category propensity, RFM, churn risk — enriches Unified Profile
  • Segmentation strategy: personas, cohorts, suppression, look-alike seeds
  • Paid media activation via GCP → DV360 / Meta / Google Ads (audience sync & LAL)
  • SFMC CRM campaigns: Journey Builder setup, campaign management, email / SMS / WhatsApp
  • BritGPT: GenAI copilot bi-directionally linked to Unified Profile & SFMC for prompt-driven insights and campaign assistance
  • Creative ops, A/B testing frameworks, trigger & lifecycle programmes
  • Campaign response capture back into Data Cloud for closed-loop attribution
  • Reporting & Dashboarding on Tableau — CMO KPIs, campaign performance, segment health
  • Continuous optimisation, test-and-learn agenda & quarterly business reviews

Tip: use the filter chips above to isolate each partner's scope for the CMO walkthrough.