CASE STUDY

Martech Firm Leverages Azure Data Lake for Unified Customer View

Client is a digital marketing agency based in Denver which offers Paid Search Advertising, Paid Social Advertising, Display and Video Advertising, SEO, Content Marketing. They wanted to store and process secondary data generated on social platforms and third-party websites for future use and are looking for low-cost storage for historical log files, CSV/Excel files and images.

Key Challenges

  • The marketing firm wanted to leverage all metrics from their social media handles, for both organic & paid campaigns, to derive actionable insights
  • They wanted to have a single view of data to drive marketing campaign effectiveness
  • They lacked Data Governance due to decentralized nature of data
  • Client needed advanced analytics solutions to generate valuable insights on Ad Campaigns helping them improve ROI for its clients

Solution

  • Built streaming data pipelines for collecting, moving, and storing secondary data into a cloud data lake
  • Created archives for historical log files and other unstructured content on data lake
  • Developed data connectors to pull the metrics from social media and used data factory pipelines to load the data into data lake
  • Created accurate data catalogue for data scientists to identify and use data for future analytic use cases
  • Designed a single platform for accessing all historical data for analytics
  • Loaded transformed data in the Azure Synapse Analytics using PySpark and Azure Data Factory
  • Leveraged Microsoft Power BI service to visualize their campaigns and monitor social media performance

Benefits

  • With the data lake implementation, processing time decreased by 35% reducing overall computing costs to the firm
  • Client can now evaluate campaign performance from a single source of data
  • Supported marketing managers in developing effective marketing strategies and make wise business decisions

Want to implement a data lake solution?

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