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Real-time Marketing Insights Platform on GCP

kandasoft.com

Advertising & marketing

Information technology

Challenges in Data Analysis and Campaign Optimization

The client faces challenges in consolidating and analyzing vast amounts of data from disparate sources (campaign data, 1st/2nd/3rd party data, ad servers) to gain real-time consumer insights and optimize marketing campaigns. Manual data extraction, data silos, and lack of predictive analytics capabilities hinder efficient decision-making and a holistic view of the customer journey. This results in delayed insights, increased operational costs, and missed opportunities for improved campaign performance.

About the Client

A large, global communication and marketing agency providing integrated marketing solutions to brands worldwide.

Project Goals

Automate data integration and processing from various marketing data sources.
Enable real-time data visualization and reporting for improved decision-making.
Develop predictive analytics capabilities to forecast consumer behavior and optimize campaign performance.
Reduce manual data analysis efforts and minimize human error.
Create a scalable and cost-effective marketing data platform on GCP.

Functional Requirements

Data ingestion from various sources (MediaMath, AppNexus, DCM, 1st/2nd/3rd party data).
Data cleaning and transformation capabilities.
Real-time data visualization and interactive dashboards.
Predictive analytics engine with machine learning capabilities.
Customer journey mapping and customer lifetime value (LTV) tracking.
Automated data processing pipelines.

Preferred Technologies

Google Cloud Platform (GCP)

BigQuery

Cloud DataPrep

Cloud DataFlow

ML Engine

Tensorflow

Required Integrations

MediaMath API
AppNexus API
DCM API
Various 1st/2nd/3rd party data APIs

Non-Functional Requirements

Scalability to handle large volumes of data.
High performance for real-time data processing and visualization.
Security to protect sensitive customer data.
Reliability and availability.
Cost-effectiveness.

Expected Business Impact

Successful implementation of this platform will enable the client to gain deeper consumer insights, optimize marketing campaigns for improved ROI, enhance customer experience, and accelerate data-driven decision-making. The platform will reduce operational costs associated with manual data analysis and empower the client's analytics team to provide more valuable insights to their clients.