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Meerath Technologies

Case study / UAE

One Salesforce platform for a multi-brand entertainment group in the UAE

A Dubai holding company with several entertainment brands needed one Salesforce platform that served every brand, connected to its operational systems, and turned millions of fragmented customer records into a single, compliant view of each customer.

Status
Architecture lead · Oct 2023 – Oct 2024
Role
Salesforce Technical Architect
Platforms
Sales Cloud, Service Cloud, Marketing Cloud, Data Cloud, Informatica

Delivered by Hassan Nahhal as Salesforce Technical Architect at a Salesforce consultancy in Lebanon, within a partner-led delivery team, before founding Meerath Technologies.

The situation

  • Each brand had its own customers, processes and operational systems, and customer data sat in legacy platforms.
  • The programme covered Sales, Service, Marketing and Data Cloud, with Informatica Cloud as the middleware and DocuSign among the connected tools.
  • Architecture artefacts had to pass a rigorous external approval process based on TOGAF before the build could proceed.

Constraints

  • Several brands with different needs had to share one Salesforce org without getting in each other’s way.
  • More than six external systems had to integrate through middleware.
  • More than 10 million records had to move from legacy systems, and more than 2 million unique contacts had to be unified while staying compliant and performant.

My role

  • Led discovery sessions and requirements gathering with brand and group stakeholders.
  • Designed the target architecture and the integration strategy across brands.
  • Analysed the external systems’ data and reverse-engineered their data structures to secure compatibility and integrity.
  • Designed the Data Cloud strategy and designed and executed the data migration strategy.
  • Managed the technical leads and developers, and documented the architecture for the external TOGAF review.

Architecture decisions

  1. 01

    One org, segmented by brand

    I analysed how each brand worked and segmented a single Salesforce org around those differences, so the group kept one platform while each brand kept the processes it needed.

  2. 02

    Know the source data before mapping it

    Before designing the migration, I analysed the external systems’ data and rebuilt their data structures. Mapping and integrity rules were then based on how the data really looked, not on documentation.

  3. 03

    Integration through middleware

    The six-plus external systems connect to Salesforce through middleware, under one integration strategy that covers every brand.

  4. 04

    Data Cloud for the cross-brand customer view

    Data Cloud unifies more than 2 million unique contacts across brands, designed to balance compliance with performance at that volume.

Outcomes

  • A scalable multi-cloud Salesforce org, integrated with 6+ external systems through middleware.
  • 10M+ records migrated from legacy systems into the new environment.
  • A Data Cloud strategy covering 2M+ unique contacts across brands.
  • TOGAF-based architecture artefacts approved through a rigorous external review.

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