For a leading online payment company, GDI developed a data model for their marketing data mart and delivered tools based upon this model for effective analysis of their marketing campaign performance.
The Challenge
Client Background
Our client is a global leader in online payment solutions with 100 million account members worldwide. Serving 103 countries and regions around the world, buyers and sellers at online retailers and businesses, as well as traditional offline outlets, use services provided by this company.
Project Objective:
The overall goal of the project was to provide the client’s marketing team with the tools to report on and analyze campaign performance.
The primary focus of the client’s business – online advertising – uses DoubleClick software to monitor effectiveness. This project integrated DoubleClick data with the client data to analyze the ROI and effectiveness of the DoubleClick campaigns.
The Solution
Technology Employed:
Erwin, Informatica 7.x/6.x, Teradata V2R.05.01, SQL Server, SharePoint, Oracle 9i, AppWorx, Perl, shell scripting, MS Office, SunOS 5.8
Project Details:
The client partnered with GDI to meet the project objective of providing the marketing team with tools to analyze campaign success. Performance measures include impressions, click-through’s and conversion rates. The client company relies on its data warehouse (EDW) built by aggregating various sources. The marketing department’s goal was to integrate the data from the DoubleClick software into the EDW. By bringing these data together, the marketing department would be able to tie conversions to accounts and customers. That linkage would allow the marketing department to better understand and segment customers; leverage that information to best target offers and messages in marketing campaigns; and ultimately to increase response rates.
Key Responsibilities:
Our GDI consultant worked with the client’s technical team of 10 people. Together, this team was responsible for delivering customer analysis to the business stakeholders.
The GDI consultant was charged with the responsibility for building the data model for the marketing data mart. To support the entire effort, he also served as the Information Architect and a leader for the team. In the initial phase, he analyzed the business requirements by conducting JAD sessions and problem solving workshops. He created process flow diagrams of present and future states and worked on Source Data Analysis and characterization of data. Once the data characteristics were established, he created the Physical and Logical Data Model Design using Erwin and defined conformed dimensions and fact tables. Next our GDI consultant addressed performance tuning of Informatica and Teradata processes for optimal performance of the data warehouse. Throughout the project, the GDI consultant managed the interaction with the external data provider team and collaborated with the operation team for support.
GDI was also responsible for delivering multiple smaller projects based on this marketing data mart. These projects included:
- Customer lifetime metrics
- Campaign response
- Prospecting
- Online ad campaigns with DoubleClick and Commission Junction
- Search Analysis CLV(customer lifetime value)
- AAA (Acquisition, Activation and Activity)
- Sales force commission calculation and reporting
For the entire engagement, GDI took ownership from design to implementation for the DoubleClick and Commission Junction projects.
The Results
This project exceeded the client’s expectations, resulting in deeper understanding of marketing data and better campaign analysis for customer acquisition.