Group Retail Media Network Across Four Brands
Wesfarmers (OneDigital) — Retail Media
4 + OnePass
Retail brands aligned
4
Program phases delivered
Board-approved → execution
Outcome
Challenge
Wesfarmers' portfolio holds one of Australia's largest first-party retail datasets, but it sat behind four autonomous brands with different customer ID schemes, different consent regimes, different tech stacks, and different commercial priorities. The Group RMN opportunity was clear, but there was no shared identity layer, no group-level audience taxonomy, no agreed consent model, and no business case the board would sign. Prior exploratory efforts had stalled on cross-brand alignment.
Approach
We embedded across four phases. Phase 1 defined the data operating model and clean-room scope. Phase 1.5 ran the cross-brand stakeholder work and built the 12-week business case that went to the Wesfarmers board. Phase 2 architected the Retail Media Audience Platform — identity resolution flows, permissions and consent architecture, audience taxonomy, Privacy Act change readiness — and produced the deployment roadmap. Phases 3 and 4 landed the 90-day plan and the forward AI initiative slate for the OneData team.
Results
The business case was approved and moved into execution. The program delivered unified identity, consent and audience taxonomy frameworks spanning four retail brands and the OnePass loyalty platform, a defined deployment roadmap with release milestones, and a live cross-brand delivery squad continuing to ship.
Related Case Studies
Xavier: AI-Powered Transformer Architecture Visualisation
Xephyr
We built Xavier — an interactive 3D visualisation of transformer architecture — to make complex AI concepts tangible for clients and prospects.
Read Case StudyFinancial ServicesReal-Time Risk Data Platform for a European Fintech
Confidential — European Fintech
Rebuilt a legacy batch risk pipeline into a real-time lakehouse platform processing 4M events per day with sub-second latency.
Read Case StudyHealthcarePatient Outcome Analytics Platform for NHS Trust
Confidential — NHS Trust
Built a decision-centric analytics platform enabling clinical leads to identify at-risk patient cohorts 72 hours earlier than previous methods.
Read Case StudyDisability ServicesPrivacy-Preserving Data Platform for Disability Services
Sunnyfield
Built a privacy-preserving data platform that unified eight legacy enterprise systems into a single warehouse — cutting identity model runtime from days to hours and turning a maintenance-heavy pipeline into steady-state infrastructure.
Read Case StudyReady to Transform Your Data?
Book a call with our team to discuss how AI and data can drive results for your business.