How RVL Pharmaceuticals Unified 7 Data Sources to Drive Double-Digit Customer Growth

The Challenge

Fragmented Data Across 7 Sources and 3 Customer Segments

RVL Pharmaceuticals needed a clear view of the customer journey, with a particular focus on marketing channel performance and spend optimization. But their data landscape made this nearly impossible.

The company was working with 7 disconnected data sources, spanning Salesforce, Klaviyo, ad platforms, and more. Data flowed across 3 distinct customer segments: B2B, B2C, and B2B2C. Each segment used different customer identifiers, creating missing keys and high data inconsistencies throughout.

Without a unified view, the marketing team could not attribute campaigns to outcomes, calculate true cost of customer acquisition by channel, or make confident budget allocation decisions.

The Solution

A Unified Customer View Powered by e:cue

e:cue integrated all 7 data sources into a single, coherent customer view. The transformation involved three critical layers:

• Customer Identity Resolution : Matching and merging customer records across disparate systems and identifiers into one unified profile.

• Order-level Attribution Logic : Connecting every order to its originating marketing channel, enabling true campaign-to-revenue attribution.

• Product Taxonomy Mapping : Standardizing product classifications across all sources to enable consistent analysis across segments.

Cue in Action

Clean Data Powering Instant Answers

With clean, unified data flowing into Cue, the RVL team could ask natural-language questions and get instant, accurate answers. When the marketing team asked about Meta campaign click-through rates by month, Cue delivered a complete executive summary with monthly breakdowns in seconds, followed by actionable recommendations.