Challenge
Our manufacturing client set out to modernize its marketing organization. Their existing media data lake was fragmented and difficult to use, with millions of metrics flowing in from multiple Media APIs. The marketing analytics team lacked a scalable, well-shaped data foundation to support critical use cases such as real-time performance tracking, campaign analytics, and marketing mix modeling. They needed a specialized Media Data Engineer who could identify the right metrics, reformat and structure media data correctly, and prepare it for advanced measurement and optimization.
Solution
ClearBridge provided a highly skilled Media Data Engineer who partnered closely with marketing and marketing analytics stakeholders to redesign and reformat the media data lake.
Key contributions included:
- Ingesting, shaping, and standardizing media data from major platforms, including Google CM360, DV360, SA360, Meta Marketing & Conversions APIs, and TikTok Marketing & Events APIs
- Building robust ETL pipelines using tools including Snowflake, PostgreSQL, Informatica/IICS, Mulesoft, Python, Airflow, Cloud Composer, and GCP
- Designing data marts and pipelines optimized for Marketing Mix Modeling, real-time media performance, and campaign analytics dashboards
- Defining and calculating common KPIs and metrics to ensure consistency and accuracy across reporting and optimization use cases
Impact
Our client gained a scalable, analytics-ready media data foundation that enabled faster insights and more confident decision-making. Marketing teams were empowered with reliable, real-time dashboards, improved visibility into campaign performance, and high-quality data inputs for marketing mix modeling. As a result, the organization accelerated its transformation into a data-driven marketing leader and improved media measurement and optimization capabilities.
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