Société Générale

Challenge

The client needed a unified internal system to consolidate multiple advertising APIs and financial product pipelines.

• Real-time personalization and product targeting
• Fully internal delivery (no third-party ad networks)
• High security and strict compliance
• Stability during heavy campaign loads
• Consolidated data instead of fragmented systems

The platform had to support enterprise-level processes while remaining modular enough for rapid campaign iteration.

Our Approach

We developed a modular backend platform that unified several core areas:

1 — Customer Profiles & Real-Time Scoring

Integration of internal customer data, product logic, and behavior-based scoring models.

2 — Campaign & Rule Engine

• Flexible segmentation
• Engagement tracking
• Dynamic product offer delivery

3 — API Orchestration Layer

The platform acts as a unified gateway between:

• CRM systems
• Product and credit scoring services
• Campaign management modules
• Internal data APIs

4 — CI/CD & Deployment

A Jenkins-driven CI/CD pipeline provided:

• automated testing
• secure deployment
• zero-downtime releases
• consistent version control and auditability

5 — Infrastructure & Scaling

Kubernetes ensured:

• horizontal auto-scaling
• resilient microservices
• stable performance under load
• isolated service environments

A behavioral analytics layer was added to measure engagement and feed ML models — improving ad targeting over time.

Results

• Fully automated, personalized delivery of financial product offerings
• Campaign setup time reduced from several days to minutes
• Consolidation of data from three separate systems
• Unified monitoring and reporting for conversions and performance
• Stable operation during periods of high campaign traffic

Technical Stack

• Backend: Java 11 · Spring
• Database: Oracle
• Infrastructure: Docker · Kubernetes
• CI/CD: Jenkins

Duration: 12 months Team: 5 engineers

Why It Matters

• This project strengthened our capabilities in:
• Real-time personalization
• Internal API orchestration
• High-scale enterprise microservice architecture
• Behavioral analytics and targeting logic
• The design principles we developed here now power many of our CRM and automation systems — giving startups and enterprises enterprise-grade intelligence at startup speed.