Our digital media based customer wanted to understand the 1 million + unique web site visits on their direct and white labelled partner website. A legacy system existed, however they required improved flexibility, functionality and most importantly timely data.

Working with the internal IT team, the decision was made to invest in new data technology, primarily focused around Google Analytics Premium, Google BigQuery and Tableau. We collated the data in a model the business could interrogate providing consolidated, business centric data in near real time, the result was improved and more informed senior decisions.

The BigQuery data lake pulled web site data from Google Analytics Premium, Pay Per Click data from AdWords, Bing Ads and Sales data from the major Affiliate Networks (Awin, Affilinet, Tradedoubler, Webgains, Cake, Lead Alliance, Omnicom). Due to the offline nature of affiliate sales, the data needed to be stitched together, processed and modelled with two attribution models (first touch, last non direct) for both their web site and white labelled partner sites.

When presented back to the business through Tableau, this project gave a complete 360 degree view of their business and enabled them to rapidly self service new data insight.