Cross-Channel Campaign Management with Power BI
at CURA Group
A Success Story in Data-Driven Marketing.
Executive Summary
"Collaborating with mylantech has enabled us to manage our campaigns much more efficiently through data-driven approaches, whether in planning upcoming marketing initiatives or analyzing and evaluating past, cross-channel campaigns."
Davide De Angelis (CURA)
Scenario
CURA's management aims for a central overview that encompasses all relevant information on ongoing and past campaigns across various channels (Channels: Google GA4 & GSC, Meta/Facebook/Instagram, Salesforce)
Challenge
Campaign and marketing data from diverse channels must be harmonized to be understandable, accurate, and especially without loss of information.
Solution
A modern Business Data Warehouse for around 100 €/month ensures the necessary flexibility and structure to provide management with relevant analyses and reports from various marketing channels straightforwardly and beneficially.
Business Value
Efficient, active control of multi-channel campaigns allows CURA to respond daily to campaign analyses, thereby actively driving the success of marketing campaigns.
The customer: CURA Group
Founded in 1999 and based in Innsbruck, the CURA COSMETICS GROUP is an international player in the cosmetics industry. This personally managed multi-brand company captivates customers and partners with unique and innovative products, adhering to the corporate vision, "We enrich people’s lives with the caring power of beauty." CURA COSMETICS GROUP's main business areas include brand development and distribution, private label, start-up business, and research & development. The group’s brands include Judith Williams Cosmetics, Spirit, Lovemore by Motsi Mabuse, The Skinimalist by Sophia Thiel, Haarliebe, Câline, and more.
The challenge
CURA engages in marketing across various platforms and channels: Facebook/Instagram (Meta), Google, Bing, email campaigns, Shopify, etc. The data from these platforms differ not only technically but also in their interpretation.
Consolidating all data to obtain a comprehensive, uniform snapshot of the current state is one thing. However, the greater challenge lies in extracting explicit knowledge from this data to make value-creating decisions at a glance. Based on harmonized analyses, comprehensive ad-hoc decisions for campaign control and optimization are to be made.
Reliable Data Delivery
Unified, reliable, and risk-free delivery of all data for various use cases; both exploratory and standardized.
Empower the Experts
Comprehensive empowerment of all team members, regardless of their technical background knowledge.
Compliance & Governance
Adherence to and consideration of all compliance, IT, and IT-security requirements.
The solution
mylantech has implemented a central data platform where all data is standardized and extracted from source systems like Meta, Google (GA4 & Search Console), and Salesforce (Marketing & Service Cloud). This data is then loaded onto the company's internal data lake and consolidated into a central business intelligence system. Due to an affinity for Microsoft technologies, the decision was made to use Synapse Analytics, allowing us to integrate dynamically evolving requirements cost-effectively and productively.
The Technology
Within 20 working days, mylantech developed and provided the infrastructure on Azure, developed pipelines, harmonized them in a central business warehouse, and made them available to management via Power BI reports. The Azure infrastructure costs are less than €100 per month, and additional licenses were not necessary at the level of the data providers, like Google or Meta. We developed individual Python scripts for each API to load the data "as soon as available" and reliably into the CURA Business Intelligence Warehouse. For project management and code repository, we chose Azure DevOps. The code itself runs on a Windows Server provided by CURA. As a cloud platform, we use Microsoft Azure, for storage the cost-effective Azure Data Lake, and as a Business Intelligence Data Warehouse, Synapse Analytics.
Google GA4
Google GA4 provides advanced analytics that tracks user interactions across websites and apps, offering insights into customer behavior and conversion data.
Google Search Console
Google Search Console helps monitor and optimize website visibility and performance in Google search results, crucial for SEO strategies.
Salesforce Marketing
This cloud-based platform offers tools for creating and managing marketing campaigns across multiple channels. It allows businesses to deliver personalized customer experiences at scale, engage audiences with targeted content, and track the effectiveness of marketing efforts using deep analytics.
Salesforce Service Cloud
Service Cloud is designed to improve customer service efficiency by providing comprehensive tools for customer support teams. It enables businesses to manage customer interactions through multiple channels, automate service processes, and access a unified view of customer data, thereby enhancing customer satisfaction and loyalty.
META (Facebook, Instagram)
The Meta API allows businesses to interact directly with Facebook's platform to manage and automate advertising campaigns, gather detailed analytics, and engage with users, making it essential for social media marketing and audience engagement.
Internal ERP system
The sales data from the internal ERP system on the customer side was used to connect the information from the marketing cloud with sales and order intake data.
Connected APIs
The Conclusion
Reduce the complexity!
Complexity reduction is the focus. Clear structures in processes, technologies, and responsibilities enable experts to generate optimal business value. The right tools at the right time and in the right place foster
innovation, comprehensibility, and traceability.
The right tools
Leveraging the right tool and their specific core functionalities, the project is not just able to move and react faster, but also drive innovation with much less friction on all corners.
The right people
Leveraging the right tool and their specific core functionalities, the project is not just able to move and react faster, but also drive innovation with much less friction on all corners.
The most value
Leveraging the right tool and their specific core functionalities, the project is not just able to move and react faster, but also drive innovation with much less friction on all corners.
WAY OF WORKING
Our proven Implementation approach
Step 1
Understand your business
Collect, understand and connect business requirements of different units. Identify the source systems which hold the relevant information.
Step 2
Integrate the technology
We Setup the technologies in your organization to increase efficiency and reduce non value adding activities to a maximum.
Step 3
Empower your experts
Integrate the system into your processes of value creation and let the central business warehouse drive your decision making and performance management.
Step 4
Make it a system
Improve efficiency and productivity through automated analytics & planning using our smart & centralized decision system.
ABOUT
About mylantech
The world is already complex enough, your digital tools don't have to be, too. Our mission is to decomplexify the world of business with easy to use, human centric solutions. We are convinced that only humans, using with the latest technologies, can create sustainable and optimal profitable value for your business.
