The Client
Our client, headquartered in Silicon Valley, runs a well-known multilingual PDF tool that supports multiple operating systems with premium features. With more than 20 years of market experience it has 700M+ users worldwide. It is also a trusted partner of one of the world’s top IT Tech giants.
Problem Statement:
- Our client launched a marketing campaign focused on increasing product awareness but lacked a structured measurement system.
- Needed a comprehensive dashboard to track metrics like reach, engagement, impressions, and frequency.
- Limited visibility into campaign performance made it difficult to assess effectiveness and optimize strategies.
- Lack of insights risked inefficient budget allocation, missed optimization opportunities, and challenges in justifying ROI to stakeholders.
Solution Implemented:
- Integrated data from multiple marketing channels (Zeta, Twitter, Stack Adapt, Reddit, Salesforce, Google Analytics) into Blob storage via Funnel.
- Built automated dataflow pipeline using Azure Data Factory and SQL Server for cleaning and transformation.
- Developed an interactive Power BI dashboard with star-schema architecture for accurate calculations.
- Dashboard tracked key metrics—impressions, video views, repeat visits, new users, ad engagement—along with cross-channel and competitor comparisons.
- Enabled granular analysis (Year-Quarter-Month-Day) to monitor trends, optimize campaigns, and align goals with user behavior.
Results & Impact:
- The dashboard helped the client in identifying potential leads
- Helped to identify missed opportunities
- Helped the marketing team in effective budget allocation
- A unified source of truth for all marketing campaign across channels