Client Introduction
A leading marketing agency based in Cincinnati, OH, was responsible for enhancing the digital presence of multiple clients. With a diverse portfolio spanning the Senior living, logistics, and e-commerce industries, the agency worked on optimizing campaigns for various brands.
One of its key Senior Living clients - a conglomerate with over 70 diverse locations, managed individual websites for each facility, requiring a strategic and scalable approach to digital marketing.
Business Problem
Slow decision-making and missed opportunities
- Time-Intensive Performance Tracking: Managing 70+ dashboards from various data sources made tracking and reporting cumbersome, delaying insights.
- Missed Optimization Opportunities: Lack of centralized reporting hindered the quick identification of trends, performance gaps, and campaign inefficiencies.
- Complex & Inefficient Data Validation: The strategic marketing team lost several days – sometimes even months – just handling and validating data.
- Difficult Cross-Platform Analysis: Inconsistent data structures made comparative analysis across platforms and channels challenging, limiting marketing strategy effectiveness.
Quilytics suggested developing a data warehouse solution to consolidate marketing and website data from all 70+ locations into Google BigQuery and generate cross-platform insights. This replaced multiple fragmented dashboards with a single dashboard, leading to a streamlined and efficient reporting system.
Project Solution
Audit current setup and build a unified marketing data cloud by consolidating data from 70+ sources
Define data granularity for ingestion, identify key metrics and dimensions.
How Quilytics Helped?
1) Assessment & Planning
- Conducted a comprehensive audit of the agency’s existing setup.
- Compiled a repository of Google Analytics, CRM, and Ad account data (Google Ads, Facebook Ads Manager), as part of our Google Analytics consulting services
- Used REST API and wrote a custom Python script to build data pipelines to ingest data from all analytics, CRM and ad platforms.
- Identified key data points, including primary and secondary conversions
- Defined a scalable and secure data architecture.
2) Data Integration & Automation
- Developed an ETL (Extract, Transform, Load) pipeline using Python & REST APIs to automate data extraction and transformation.
- Integrated Google Analytics 4, Google Ads, Facebook Ads, and Salesforce into a unified data cloud.
- Implemented data validation checks at every touchpoint to ensure data integrity.
3) Data Storage & Management
- Used Google BigQuery for efficient data storage and fast query execution.
- Consolidated data from multiple sources into a unified main dataset.
- Established stringent security protocols to maintain data privacy and compliance.
4) Data Visualization & Reporting
- Designed an interactive dashboard featuring custom filters, trend analysis, and real-time performance tracking.
- Replaced 70+ dashboards with a unified Roll-Up Dashboard.
- Implemented automated variance reports to detect and correct discrepancies in data ingestion.
- Integrated offline data via cloud-based file transfer protocols.
Result
With Business Intelligence Services, we empowered the marketing agency with a data-driven strategic decision-making structure
- Significantly cut report generation time, improving efficiency.
- Enabled data slicing, real-time tracking, and strategic decision-making with ease.
- Facilitated media mix modelling for optimal ad spend allocation with advanced data analysis
- Designed a future-proof system capable of handling increased data demands and supporting advanced data analytics.