The Client
Our client is an American company that is a leading manufacturer of infant formula, both domestically and globally. It is an independent subsidiary of a multinational consumer goods company based in the United Kingdom which has 131 distribution and establishment centres across 51 countries.
Problem Statement:
- The client’s marketing team lacked a unified, real-time view of performance across multiple platforms.
- Faced challenges in monitoring cross-channel performance, tracking media spend vs. KPIs, and identifying underperforming campaigns/creatives.
- Ineffective media allocation resulted in missed opportunities to maximize ROI across brands.
- Relied on manual data aggregation, causing delayed reporting and slower decisions.
- Siloed, platform-specific decisions led to budget inefficiencies, misaligned strategies, and inconsistent brand messaging.
Solution Implemented:
- Built a robust ETL process using Domo Magic ETL and SQL transforms to clean, normalize, and join data from platforms like Google Ads, GA4, Meta, and YouTube.
- Shifted reporting from reactive to proactive by consolidating multi-platform data.
- Developed a unified Domo dashboard to track media metrics and budgets across all brands and channels (Search Ads, Video, EHR, Display).
- Enabled performance tracking to identify top-performing campaigns driving traffic and conversions.
- The dashboard highlighted key metrics: Impressions (visibility), Reach (audience size), Bounce Rate (relevance), CTR (messaging effectiveness).
Results & Impact:
- Improved the ability to choose right source of marketing
- Revolutionize the campaign tracking for multiple media marketing model
- High quality data stitching between different sources
- Real-time visibility into cross-platform performance
- The solution is scalable to support new platforms or campaigns with minimal additional setup.