Trading Company

Aggregating all marketing data into a single view matching leads to customers to gain a better understanding of marketing campaigns performance and costs

Challenge

• CRM data spread across entities with little to no aggregation at a group, vertical or customer level
• Lack of data integration meant no overall visibility on factors influencing consumer behaviour
• Inability to check marketing investment effectiveness in customer acquisition and retention

Solution

• Created a data pipeline in AWS to aggregate al marketing campaigns, leads, and customer data into a single source of truth (Data Mart) on AWS
• Pipeline cleans data and builds a unified view matching leads with customers

Business Impact

• KPI tracking per advertising platform, campaign and ad spot (e.g. cost per lead, transformation rate, ROI, etc.)
• Transition to a data driven marketing plan rather than based on “gut-feeling” and beliefs