Our client, a leading European multinational chemical and consumer goods company with over $20B in revenue and 50,000+ employees, operates across consumer and industrial sectors. Renowned for its flagship brands spanning laundry and home care, beauty care and adhesive technologies, they boast a global presence across 50+ countries. With a marketing spend exceeding $5B, they aimed to optimize marketing strategies and enhance digital advertising efficiency by transitioning to a centralized, cloud-based data lake house architecture.
The Challenge
Navigating hurdles for enhanced business efficiency
Our client sought to overcome specific business challenges, including the need for more timely access to information, promotion monitoring and campaign management. They aimed to achieve greater timeliness, reliability and consistency across their robust extract, transform and load (ETL) workflow implementation, incorporating multiple modes of data transmission simultaneously to drive increased business value.
The Objective
Maximizing marketing efficiency with Databricks insights
Using Databricks on Azure, our client aimed to:
- Optimize marketing campaign performance through real-time monitoring and data-driven optimizations
- Develop a data-driven content strategy aligned with customer preferences to maximize engagement and conversions
- Implement predictive analytics models to optimize campaign performance and enhance marketing effectiveness
The Solution
Ensuring accuracy and reliability with Databricks
To address these objectives, we devised a comprehensive data engineering solution using Databricks:
- Established data requirements and defined key performance indicators (KPIs) for measuring marketing campaign effectiveness
- Identified and analyzed relevant data sources, such as Meta for Business, Google Ads and Amazon Advertising, selecting Databricks for executing ETL activities
- Conducted data cleansing and transformation activities to prepare data for analysis, ensuring accuracy and reliability through data validation checks
The Impact
Driving marketing success with enhanced team collaboration
The implementation of Databricks on Azure resulted in several key benefits:
- Unified Analytics Platform enabled seamless integration and analysis of data from various sources
- Databricks empowered efficient processing and analysis of large volumes of marketing data at scale, ensuring high performance even with complex transformations
- Marketers could analyze campaign performance in real-time, facilitating timely adjustments to campaigns
- Databricks provided rich analytics and machine learning capabilities, uncovering actionable insights
- Data scientists leveraged intuitive interfaces for interactive data exploration and visualization
- Collaborative features fostered efficient cross-functional collaboration between marketing, data engineering and data science teams
In conclusion, implementation of Databricks on Azure enabled our client to optimize marketing campaigns, drive business value and achieve their strategic objectives effectively.
