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