Situation
Disconnected platforms
Video, ticketing, webshop and fan environments operated as separate systems.
Customer data was spread across multiple applications, which prevented a complete customer view.
Customers also had different identities across the individual systems.
Marketing, service and commercial teams worked with partial information as a result.
Approach
Backend integration on Azure
Data Fellows implemented a central identity layer using Microsoft Entra External ID
(formerly Azure AD B2C). Fan platforms were connected through one shared account directory.
Authentication, profile management and customer data became available across platforms.
- Integration of video, webshop and ticketing platforms
- Event-driven integration via Azure Service Bus
- Customer data normalisation
- Sync to Dynamics 365
- Backend optimisation and controlled data flows