Unlocking Actionable Intelligence Through Data Transformation

challenge

Out of Date Platform Not Providing Enough Insights for Growth

The Head of Growth Marketing for a global payments company needed insight into how marketers were utilizing email contacts – specifically, what percentage of available contacts were emailed, how often and how early. The goal was to convert website visitors into active users for additional revenue growth. However, this exposed long-standing technical debt in their marketing systems. Without an upgraded platform to make better sense of the data, they wouldn’t be able to increase sales conversions.

solution

New Environment With Dynamic Data Visualization

To help our client achieve their sales goals, we:

Designed and implemented a transformation pipeline to create a slowly changing dimension (SCD) that tracks email contact statuses over time (e.g., legal permission to send promotional emails and whether they were a website user).
Built a transformation algorithm to link the most relevant set of customer attributes for multi-account users, such as signed up/gone live/adopted or platform/direct/connected.
Created an OLAP cube to precalculate metrics for various levels of detail using these transformed data resources.
Designed an interactive visual environment that allows the user to dynamically “slice and dice” various views of the data as time series.

results

More Accurate Insights

The Head of Growth Marketing gained a clear and accurate view of their marketing email asset utilization, which had previously been a mystery. They quantified underutilization and set clear targets and goals for the team. Without the data transformations, SCD modeling and OLAP cube, generating insights would have been impossible due to the complexity of the required queries. The project, from requirements gathering to implementation and user acceptance, was completed in just 12 weeks, delivering significant value to the client’s global marketing operations.

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Unlocking Actionable Intelligence Through Data Transformation

Out of Date Platform Not Providing Enough Insights for Growth

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