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Development of a Unified Marketing Analytics Platform

s-pro.io

Advertising & marketing

Challenges with fragmented marketing data and limited analytical capabilities

The company currently faces significant challenges due to data silos across various marketing platforms. This lack of a unified view hinders comprehensive marketing performance analysis, limits actionable insights, and restricts the ability to optimize campaigns and allocate resources effectively. Scalability concerns exist to accommodate future growth and diverse client needs.

About the Client

A global marketing agency with 240 employees across 6 locations, seeking to provide data-driven marketing solutions to its clients.

Objectives of a new marketing analytics platform

Consolidate marketing data from all sources into a single, unified view.
Enable advanced analytics and visualization for data-driven decision-making.
Improve campaign performance through data-driven optimization.
Enhance operational efficiency by automating data processes.
Improve collaboration across marketing teams.
Ensure the platform is scalable to accommodate future growth and evolving business needs.

Functional Requirements

Data Integration: Connect to various marketing platforms (e.g., Google Ads, Facebook Ads, CRM systems, web analytics).
Data Consolidation: Aggregate data into a unified data warehouse.
Advanced Analytics: Offer predictive analytics, segmentation, and attribution modeling.
Data Visualization: Provide interactive dashboards and customizable reports.
Campaign Performance Monitoring: Track key metrics and identify underperforming campaigns.
User Management & Access Control: Secure access based on user roles and permissions.
Alerting & Notifications: Notify users of significant performance changes or anomalies.

Preferred Technologies

Cloud-based architecture (e.g., AWS, Azure, GCP)

Data warehousing solutions (e.g., Snowflake, Redshift, BigQuery)

Business intelligence tools (e.g., Tableau, Power BI, Looker)

Data integration tools (e.g., Informatica, Talend)

Required Integrations

Google Analytics
Google Ads
Facebook Ads
CRM Systems (e.g., Salesforce, HubSpot)
Email Marketing Platforms (e.g., Mailchimp, SendGrid)

Key Non-Functional Requirements

Scalability: Ability to handle large volumes of data and increasing user load.
Performance: Fast query response times and efficient data processing.
Security: Robust security measures to protect sensitive marketing data.
Reliability: High availability and minimal downtime.
Usability: Intuitive user interface and easy-to-use dashboards.

Expected Business Impact

Implementing this platform will enable data-driven decision-making, leading to improved campaign performance, increased ROI, enhanced client satisfaction, and a competitive advantage in the marketing industry. The platform will streamline marketing operations, reduce reporting time, and foster better collaboration among teams.