Multi-Channel Marketing Analytics

ClientStartSteps

IndustryDigital Education

CountryGermany

We partnered with StarSteps to build a robust data warehouse consolidating marketing and CRM data from Facebook Ads, Google Ads, TikTok Ads, Pipedrive, and spreadsheets. The platform automates data extraction, transformation, and integration, turning fragmented campaign and lead data into actionable insights.Using BigQuery, Dataform, and Looker dashboards, the client gained a single view of campaign performance, lead management, and conversion metrics. Automated daily pipelines, custom connectors for Pipedrive, and interactive dashboards allow the team to monitor spend, leads, offers, and vouchers efficiently, supporting faster, data-driven decision-making.

Before

Multiple ad platforms and CRM data caused fragmented insights.
Limited Pipedrive API tokens risked extraction failures.
Daily reporting needed reliable automation without delays.

Key improvements

Unified data warehouse ensures consistent, cross-platform reporting
Custom Pipedrive connector maintains continuous, safe extraction.
Automated pipelines deliver daily insights on spend, leads, and conversions.

Multi-Channel Marketing Analytics screenshot

How we did it

Data Warehouse

A dedicated Google Cloud project was prepared using BigQuery. Datasets were structured into analytics, staging, extraction metadata, and spreadsheet tables to organize and centralize all campaign and CRM data.

Data Connectors

Fivetran was configured for Facebook, Google, and TikTok Ads. A custom Python connector on Google Cloud Functions was developed for Pipedrive to handle token limitations, delivering JSON/CSV data to Cloud Storage.

Data Transformation

Data pipelines using Dataform, stored procedures, and views transformed raw data into analytics-ready tables. The pipelines run daily at 5:00 am Germany Time, supporting consistent metrics and KPI calculations.

Looker Dashboard

Looker dashboards were built with interactive filters for channel, campaign, and course. Key metrics include spend, leads, offers sent, and vouchers received. The interface enables real-time monitoring and analysis for optimized campaign management.

Technologies

DataformFivetranLooker StudioBigQ