A leading direct-to-consumer rugged outdoor and fitness brand came to Armakuni for customer data platform unifying eCommerce, events, and loyalty: warehouse, ETL pipeline, segmentation, automated campaigns.
The challenge
A data engineering and analytics build that grew into ongoing platform ownership. Armakuni built and now maintains the Customer Data Platform that runs GORUCK's customer intelligence across eCommerce, events, and loyalty.
Scale: $50M+ annual revenue. eCommerce gear sales combined with nationwide event operations including the Star Course, Light, Tough, and Heavy challenge series. 9 source platforms unified into a single customer view. Tens of thousands of active customers across channels.
What we built
Armakuni delivered customer data platform unifying eCommerce, events, and loyalty: warehouse, ETL pipeline, segmentation, automated campaigns. The engagement ran as multiple fixed-scope SOWs covering CDP foundation, ETL pipeline, BI and analytics layer, and marketing automation integration.
The outcomes
5 measurable outcomes shipped across the engagement. The ones that moved the business the most:
40% higher ROI on targeted campaigns. Behavior-driven segments now flow to email and ad platforms automatically, replacing the broad audiences that wasted spend on customers unlikely to convert.
2x growth in Ruckclub loyalty participation. Segmentation now targets loyalty promotions at the profiles most likely to convert and retain, replacing generic outreach to the full base.
5x increase in customer engagement across channels. Event-driven, cross-channel campaigns replaced static blasts, with messaging keyed to what each customer has actually done across eCommerce, events, and loyalty.
30% faster customer insights for marketing, eCommerce, and event teams. QuickSight dashboards replaced the days-long cycle of analyst-built reports that previously gated every spend decision.
A single customer view across 9 source platforms. The same person is now one profile across eCommerce, event, loyalty, email, and paid acquisition data rather than five disconnected records that fragmented every report.
Built on AWS
The production environment runs on 9 first-party AWS services. Delivered under our AWS Data and Analytics, Migration and Modernization competencies.
What's next
Predictive customer lifetime value modeling, AI-driven product and event recommendations, and agentic campaign orchestration that adjusts targeting in real time based on behavior signals across the platform.