They were keen to design and develop a one-stop marketing business intelligence solution that can get meaningful insights by tracking the user traffic to the website, user response on the products placed on the website, campaign management with cost of campaigns per user and the best and worst campaigns on the social media platforms.
Azure Data Factory
Azure Functions
Google Analytics
Microsoft Power BI
MS SQL Server
Difficulty managing all critical KPIs within a single Power BI report due to data complexity and volume.
Incompatibility and threshold limitations in GA dimensions led to inconsistencies in Power BI reporting.
Generating access tokens for Meta and LinkedIn marketing APIs was time-consuming and not user-friendly.
Handling large volumes of campaign and user interaction data caused slow query performance and delayed report refreshes in Power BI, making real-time decision-making difficult.
Accurately mapping user journeys from first interaction to lead conversion across multiple channels posed difficulties, resulting in attribution gaps and incomplete funnel visibility.
Designed tailored Power BI dashboards that visualize key metrics such as campaign performance, user interests, and product interactions.
Leveraged Google Sheets as a connector to pull Google Ads data into Power BI seamlessly.
Fetched Meta and LinkedIn ad data directly through their marketing APIs for real-time campaign tracking.
Integrated data views from production Azure SQL Server to ensure reliable, centralized access.
Built ETL workflows for marketing analytics including tracking of MQLs and SALs, ensuring clean and structured data flow.
Incorporated row-level security in Power BI to ensure data access control based on user roles and regions.
Enabled data-driven decisions to identify and improve the lowest-performing campaigns, resulting in better website traffic.
Facilitated effective budget allocation across Google, Meta, and LinkedIn campaigns based on real-time performance metrics.
Identified user interests and content preferences, helping the client increase product visibility and relevance across segments.
Delivered simplified and actionable insights through intuitive visualizations such as charts, tables, and filters in Power BI.
Provided reliable, cross-platform data to support strategic marketing and sales decisions with confidence.
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