Improving Marketing Data Efficiency and Accuracy
Background
An independent, US-based marketing agency specializing in innovative, story-driven advertising content. Client base reaches across the automotive, food & beverage, entertainment, and motion picture industries.
Challenge
The company struggled with finding the right data warehouse solution for their client’s marketing data. Both third-party and home-grown systems were explored but restricted scale, created data inaccuracies, or increased platform costs beyond a reasonable limit. These issues caused internal teams to create alternate data ingestion processes, circumventing the warehouse and leading to duplicate data. All of this resulted in situations where client reporting based on the data was delayed or inaccurate.
Solution
Unista was first brought in on a consultant basis to interview the various teams (Analytics, Strategy, Investment, Leadership) and document their likes and dislikes of the current solutions. This feedback was coalesced and presented back to company leadership with recommendations on the best path forward. Unista was then contracted to enact the recommended approach: onboarding a new third-party solution that better fit all needs (including but not limited to cost transparency, data governance, cross-functional access and customization) and staffing to manage the data migration from their previous solution, improving all ETL processes, and ensuring the daily-level data accuracy is maintained for existing and future clients.