Success Stories

Improving Digital Marketing Performance through Cloud Enablement and Metadata Management

RevGen helped our client implement an Azure Cloud solution to improve digital marketing operations and data trustworthiness.

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Project Overview

Our client, a Fortune 500 telecom company, needed to migrate their digital marketing data to Azure cloud to gain new insights into their operations, while also improving data governance. We began by implementing four key workstreams focused on cloud enablement, analytics and insights, data governance, and change management. Our goal was to empower them to become champions of their data, all while realizing the flexibility and scalability of cloud architecture.

Client Challenge

The client struggled with several cross-functional areas that led to lack of confidence in the data and reporting as well as limited insight into the digital customer experience.

Lack of confidence in digital marketing reporting

Our client needed to work on consistency in their digital marketing reporting across various systems, leading to a lack of confidence in the data. They needed a solution to provide them with accurate and consistent reporting to better track their marketing efforts.

Lack of insight into website visitors

The client also faced a challenge in needing proper insight into their website visitors. Without this information, they could not optimize their marketing efforts or create targeted campaigns. They needed a solution that would help them gain a better understanding of their website visitors.

Performance and scalability issues with on-premise sources

As their digital marketing efforts grew, the client started experiencing performance and scalability issues with their on-premise data sources. They needed a solution that could accommodate their growing data needs while providing a reliable and secure platform.

Absence of proper accountability structure for digital marketing data

The client also needed a proper accountability structure for their digital marketing data, making it difficult for them to manage and analyze their data effectively. They needed a solution that could provide them with a metadata framework and data governance capabilities to manage their data better and ensure accountability across their organization.

Approach

We worked closely with the client to set up an optimal Azure architecture that would provide a reliable and secure platform for their data needs. This included understanding the client’s web analytics use cases to ensure that the new solution could accommodate their unique requirements.

We also established a metadata-driven framework enabling the client to manage and analyze their digital marketing data more easily. This framework provided a unified view of their data, making it easier to understand and use. To ensure the client was empowered to use the new framework, we provided thorough change management support and training, allowing them to become champions of their data.

Solution

We leveraged the capabilities and services of Azure cloud to solve the various challenges the client was facing.

Data migration and pipeline development

To ensure the client’s data was accurate and reliable, we migrated their relevant digital marketing sources to Azure and developed pipelines and triggers to automate the data flow. This solution improved the client’s data quality and reduced the time and effort required for manual data management.

Metadata framework development

We developed a front-end metadata management system using Django to allow the client to manage and analyze their data more easily. This solution provided a unified view of the client’s data, making it easier to understand and use.

Reporting best practices and embedded report data migration

We advised on reporting best practices and brought embedded report data to the cloud, improving the client’s reporting capabilities. This solution allowed the client to make data-driven decisions and track their digital marketing performance more effectively.

Change enablement and support services

We provided the digital marketing team with change enablement and support services, ensuring they were empowered to fully utilize their new solution. This solution helped the client overcome adoption challenges and successfully integrate their new solution into their business operations.

Results

We provided the client with accurate reporting, a unified data view, and improved scalability through Azure. The client is now able to effectively manage their data and make data-driven decisions while utilizing a flexible and scalable computing platform at reasonable costs.

Audience insights and greater personalization

By implementing the necessary tools and business logic, we were able to successfully deanonymize digital marketing website visitors, providing the client with a better understanding of their audience and the ability to deliver more personalized experiences.

Boosted confidence in reporting while saving time and effort

By consolidating all relevant data sources into a single, cloud-based platform, we were able to help the client gain greater confidence in their digital marketing reporting, save time and reduce errors associated with data reconciliation.

Better data management though a new metadata framework

Our team worked closely with the client to establish a metadata framework that defined data, cleansed data, kept it clean, and enforced appropriate behavior in the creation, storage, use, and deletion of information. This framework enabled the client to better manage and utilize their data.

Provided flexibility and scalability through new cloud architecture

We established a cloud architecture that provided flexible and scalable computing at reasonable costs. By migrating the client’s data assets to the cloud, we also provided a framework for future teams to utilize as they also migrate to the cloud, ensuring that the client is well-positioned for future growth and success.

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