Sales & Marketing
Integration of affiliate, website analytics, SEA, and SAP into marketing analytics
Starting point
- Data from affiliate marketing, website analytics, and SEA are manually evaluated side by side.
- Proprietary solutions from the providers are sometimes used as interfaces.
- The data is to be gradually integrated into the DWH.
- Google Sheets are used as an inefficient interim solution and are reaching their limits.
Procedure
- Cross-architecture cloud platform.
- Data can be loaded both historically and incrementally in an automated manner.
- The breadth of the generated data allows for advanced analysis across many dimensions and key figures.
- Platform openness for embedding additional data areas into the platform.
Features/Project outcome
- Creation of uniform interfaces to individual data providers
- Cross-platform orchestration of data flows via a unified data platform
- Integration of SAP data through direct interfaces using Theobald
- Iterative project approach with weekly sprints
- Provision of data for downstream BI systems (SAC and Tableau)
Customer benefits
- The successes of online marketing can be tracked and analyzed on a daily basis.
- By enriching with additional non-marketing data, new insights can be generated.
- The marketing team can independently create analyses without coding skills.
- The open solution architecture enables cost-effective integration of new requirements.

Sascha Mertens | Senior Manager / Authorised Officer