Marketing analytics warehouse and dashboards
One warehouse for ad spend, web analytics and orders across five brands, with dashboards that tie marketing spend to revenue.
- Client
- Multi-brand e-commerce group
- Location
- United Kingdom
- Platforms
- Data warehouse, dashboards
- Duration
- 12 weeks
- Team
- 2 data engineers, 1 analyst
The challenge
Each brand reported from its own ad accounts and spreadsheets, and the numbers rarely matched. Finance and marketing spent meetings arguing about which figure was right rather than what to do next.
What we built
We set up ingestion from the ad platforms, web analytics and the store into BigQuery, modeled the data in dbt with tests on every model, and scheduled it in Airflow. Spend, revenue and return on ad spend now have one shared definition, and dashboards read only from tested models.
Highlights
- Daily ingestion from ad platforms, analytics and orders
- dbt models with tests and documentation
- One definition of ROAS and contribution margin for every brand
- Dashboards for marketing, finance and leadership
- Alerts when a source is late or a test fails
Technical stack
- Data
- BigQuerydbtAirflowFivetran
- BI
- Looker StudioMetabase
- Infrastructure
- Google CloudTerraform
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