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Implementation of Cloud-Based Data Analytics Platform for Marketing Optimization
  1. case
  2. Implementation of Cloud-Based Data Analytics Platform for Marketing Optimization

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Implementation of Cloud-Based Data Analytics Platform for Marketing Optimization

sphereinc.com
Advertising & marketing
Automotive
Information technology

Business Challenges in Marketing Analytics

The company struggled with fragmented data silos across marketing, sales, and finance systems, making it difficult to demonstrate campaign effectiveness to clients. They lacked unified analytics capabilities to correlate marketing spend with financial outcomes and customer behavior, hindering their ability to optimize ROI and improve client retention.

About the Client

A marketing services company specializing in automotive industry campaigns with digital transformation needs

Key Project Goals

  • Create a centralized data lake for unified marketing, sales, and financial data analysis
  • Develop real-time dashboards for campaign performance tracking
  • Improve marketing ROI through data-driven optimization
  • Enhance client retention through actionable analytics insights
  • Enable cross-platform data integration with existing SAP and CRM systems

Core System Requirements

  • Data lake implementation for structured/unstructured data storage
  • ETL pipeline for Salesforce CRM and SAP finance data integration
  • Real-time marketing campaign performance dashboards
  • Customer behavior tracking and segmentation tools
  • ROI calculation and optimization algorithms
  • Customizable reporting with multi-source data visualization
  • Cart abandonment detection with mitigation workflow integration

Technology Stack

Google Cloud Platform (GCP)
Google Analytics 360
Salesforce CRM
SAP ERP
Data visualization tools (Looker/Tableau)
Cloud Dataflow for ETL processing

System Integrations

  • CRM system integration (Salesforce)
  • ERP system integration (SAP)
  • Digital marketing platforms
  • Website analytics tools
  • Customer support systems

Non-Functional Requirements

  • High scalability for growing data volumes
  • Real-time data processing capabilities
  • Enterprise-grade data security and compliance
  • 99.9% system availability SLA
  • Cross-platform interoperability
  • Performance-optimized data querying

Expected Business Outcomes

The implementation is expected to deliver 40-50% improvement in marketing ROI measurement accuracy, 25% reduction in client churn through data-driven retention strategies, and 30% faster campaign optimization cycles. The solution will enable real-time business intelligence reporting and support strategic decision-making across marketing, sales, and finance functions.

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