The Challenge

Despite holding a major market share, the client faced high digital marketing expenses and intense online competition. Customers were extensively comparing banking products online, highlighting the need for a more data-driven marketing approach. While the importance of marketing analytics was recognized, the team lacked expertise in BigQuery and advanced data analytics, limiting their ability to act on insights effectively.

The Approach

We formulated a detailed marketing analytics strategy, beginning with a discovery phase and development of use case documentation for digital marketing data. Data ingestion pipelines were implemented, integrating multiple marketing sources into BigQuery and further into the client’s in-house Big Data environment. Our team provided technical leadership, developing dashboards for campaign monitoring, SEO performance, and ad suppression processes, while also conducting comprehensive coaching for both analytics teams and business users on extracting actionable insights.

The Results

The project established a robust, compliant data architecture, enhancing the client’s ability to process and manage online marketing data securely and efficiently. Turnaround for new requests improved significantly, and internal teams became empowered to handle most incoming work independently. As a result, the client achieved over 20% improvement in ROAS while reducing reliance on costly external vendors.