Nov 2022

Scentre Group Customer Development Platform

Integrating Segment Customer Development Platform (CDP) to Westfield Direct and related sites

Projects | Scentre Group Customer Development Platform

The Project

Integrated Segment CDP to Westfield direct and Westfield Digital and Physical Gift card website


Work in a Westfield Promotion feature squad to work on direct promotions.

Work within the squad as a software engineer for capturing the different events on the website and send the required data field to the Segment platform
Examples of this work were:

  • Product List viewed event tracking
  • Content Clicked and content viewed event tracking
  • Account page tracking


  • Implemented Segment CDP on the Westfield Direct and Westfield gift card website in Typescript, Next.js
  • Use a centralised trackingHub and event dispatcher to replace the original single data layer tracking and send customised user events to Segment.
  • capture and match the data layer fields in the different destinations, according to the event map and send them to the segment platform.

Technology Used

Recat.js (TypeScript), Next.js, Node.js, Twilio Segment


delivered a CDP proof of solution to Scentre with a tight timeline and provided the client confidence to move to the full implementation phase delivered the full website implementation including Westfield direct, digital and physical gift cards.