Marketing Data Warehouse

Customer Key Facts

Location : North America
Industry : Staffing & Recruiting

Problem Context

Kelly Services is a global leader in office staffing and professional services. They had disparate data sources spread across website analytics, CRM, internal databases, marketing, campaign, and an enterprise data warehouse which did not allow them to get a holistic view of their customers. They had to manually download and upload reports to a dashboarding tool using Excel files and spreadsheets. As a result, there was a lack of actionable insights as manual process could not track important KPIs.

Building a Marketing Data Warehouse and Creating Automated Power BI Dashboards

Solution

Quantiphi helped in building a marketing data warehouse to automate the process of analyzing data from various sources. First, the challenge of disparate data sources was addressed by building a Marketing Data Warehouse in Google’s BigQuery and designing a data architecture comprising of the rules, standards, and models that will both govern and define what data is to be collected and how that data is to be used, stored, managed, and integrated.

The data warehouse designed in BigQuery was further used as a primary and single source of truth for designing dashboards in Microsoft Power BI. This provided one consolidated view of all the marketing data sources through visualizations that highlight KPIs, such as lead conversion funnels and top performing ad campaigns, as well as other important metrics like return on ad spend (ROAS). This also presented an overview of the entire talent journey and customer journey to enable them to take data-backed actions.

Result

End-to-end automation of data ingestion from different sources to BigQuery
The Marketing Data Warehouse in BigQuery was used as a single source of truth for all analytics and reporting
Automated update of dashboards and reports that utilized data from the Marketing Data Warehouse
Availability of advanced insights about customer journey from connected data
Clear visibility of the revenue derived from their marketing efforts and other important KPIs

Published on November 11, 2020