Asda

Delivering a Modern Azure Data Platform

Working as an embedded partner, Nimble Approach helped Asda design, build and adopt an enterprise-scale customer analytics platform on Microsoft Azure. Azure Databricks formed the core of the solution, with Azure Data Factory orchestrating data ingestion and PySpark pipelines transforming customer, transaction and third-party data into trusted analytical assets.

At the centre of the platform was a Single Member View, providing a governed, person-level customer record through a unique master identifier. This enabled consistent customer analytics, customer lifetime value analysis and governed self-service reporting across multiple business domains.

A key element of the transformation was the design and rollout of a repeatable Declarative Automation Bundles (DABs) deployment pattern. This established a gold-standard engineering framework, replacing manually managed notebooks with source-controlled, code-based data pipelines incorporating automated testing, quality gates and reusable templates. The approach dramatically accelerated delivery of new data pipelines while embedding enterprise-grade engineering standards across Asda’s data teams.

Agile coaching, paired delivery and comprehensive documentation enabled knowledge transfer throughout the programme, allowing Asda to confidently own, operate and continue evolving the platform after delivery.

The platform established a trusted, enterprise-wide foundation for customer analytics, creating a single governed source of customer data that supports reporting, advanced analytics and business decision-making across multiple domains. The Single Member View introduced one master identifier per customer, creating a consistent view of millions of customer records across previously disconnected data sources.

Performance improvements transformed the speed at which analytics could be delivered. Basket table processing reduced from two days to 1.5 hours, while customer database processing fell from 12 hours to just 28 minutes, enabling daily person-level reporting that was previously impractical. The introduction of standardised Declarative Automation Bundles fundamentally modernised engineering practices, enabling reusable deployment patterns, integrated source control, automated testing and significantly faster delivery of new data pipelines. Work that initially required weeks could subsequently be delivered in hours or days, allowing Asda to respond rapidly to new business requirements while maintaining consistent engineering standards.

The platform also delivered significant operational efficiencies. Storage optimisation reduced Azure costs by 65%, while the redesigned Customer Lifetime Value model expanded historical analysis from four to 40 years whilst reducing storage requirements by over 80%. Business users gained governed self-service reporting capabilities, replacing manual Excel-based processes with auditable analytics, and embedded coaching ensured Asda’s teams now independently own, maintain and continue to evolve the platform.