Case study: a D2C brand tames high-volume customer data

A direct-to-consumer brand came to us worried about two things at once: the DPDP Act, and their own sprawling customer data. With 1.2 million customers across five tools, nobody had a single view of what they held.

The challenge

Classic e-commerce data sprawl: accounts, addresses, order history, and wishlists spread across the storefront, CRM, logistics, and marketing platforms — plus a thicket of analytics and retargeting pixels firing without real consent. And as a large platform, they faced the draft Rules' inactivity-based retention expectations.

What we did

Consolidated and mapped (Readiness Audit)

We mapped personal data across all five systems into one view, with a ROPA and a risk-rated gap list.

Gated tracking on consent (Consent Management)

We rebuilt the consent layer so analytics and ad pixels only fire with genuine, granular consent — protecting both compliance and ad performance. The feared conversion hit came in under 1%.

Automated retention (Technical Implementation)

We implemented purpose-based retention with advance-notice emails before deleting data after a defined period of inactivity, plus clean purge jobs — handling the large-platform retention default cleanly.

Gave customers their rights

A self-service workflow for access, correction, and erasure that reaches every system holding their data.

The outcome

In a matter of weeks, the brand went from data sprawl and unconsented tracking to a mapped, consent-gated, automatically-retained data estate — with negligible conversion impact and a far stronger position ahead of the 2027 deadline.

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Anonymized and generalized for publication.