Digital Marketing Data Analytics – A Case Study
Digital Marketing Data Analytics - Case Study
Background:
Our client is a leading Digital marketing agency which runs Digital Campaigns for the products of major brands like Amazon, Zivame, Johnson & Johnson, Coca cola, IDFC etc. The campaigns go on for many days and across multiple digital platforms of publishers having different genres viz. Social media, News, Music, Lifestyle, Entertainment etc.
Business Challenges:
The campaigns generate huge amount of data every day for parameters like clicks, impressions, video views, engagements, cost etc. The data is distributed across parameters of gender, age, location, device types, placements and many more. The data derives key performance indicators such as CTR, CPC, CPA, CPM and others. Presently data is being managed in the excel formats which is causing issues of accuracy, managing huge files and delays.
Solution Proposed:
e-Stone team developed a web based platform to create and manage campaigns. Team developed a generic database structure to capture data from various APIs having different nomenclatures. The design was done to take care of all future APIs integrations. Team integrated APIs for individual publishers like Facebook, Bing Ads, Taboola, Outbrain etc. APIs for aggregated platforms like DBM, DCM, AdWords, Google Analytics were also integrated. The scheduled cron job would fetch the data from these APIs and populate the database periodically.
Some publishers like Sizmek and Citibank provide data in excel formats. Procedures were created to upload these excels.
Interface was provided to capture data from the publishers who do not have API or excel provisions.
A generic SQL queries were provided to the client to visualize the captured data, which will be further analysed using tools like Tableau.
Technology Stack:
Windows Server 2008 R2, Apache Web Server 2.4, PHP 7.1, Laravel framework 5.3, jQuery 2.2.4, SQL Server 2008 R2, Various publisher APIs
Business benefits:
The data management is streamlined across different creative departments. Campaign managers are able to compare the data from all the assigned publishers and able to allocate budgets efficiently. Management is getting accurate reports on campaign performance enabling timely intervention.
