Braun Ink’s business runs on relationships with creators, consumers, and campaign partners. Their Salesforce database had the relationships. What it didn’t have was the segmentation intelligence to make those relationships actionable. Madison Ave built the campaign tagging architecture that solved it.
What We Built
- Contact campaign tagging. Structured contact-level campaign tags so the team could segment by campaign history, response pattern, and engagement type.
- Consumer campaign tagging. Separate tagging model for consumer-level records, where the use case (targeting, retargeting, exclusions) is different from contacts.
- Ongoing data hygiene. Process documentation so the tagging stayed clean as new campaigns and new records came in.
Why It Worked
Segmentation work looks boring on paper and turns into the most leveraged work in a Salesforce org. Braun Ink’s tagging architecture is the quiet reason their campaign targeting works now. We built it once, documented it, and the compound effect shows up every time they launch.