Leveraging Databricks to maximize marketing campaign effectiveness

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A modernized data and business intelligence platform to provide real-time actionable insights using Databricks

the story

Our client is an e-commerce business that sells beauty, wellness, and fashion products across multiple channels like websites, mobile applications, and offline stores. They followed a multichannel strategy to reach and engage the maximum number of customers and used an in-house application to track and manage their journeys. The client further sought to upgrade their existing processes and application to seamlessly track customers' journeys.

Nagarro began the project by interacting with stakeholders to understand their short-term and long-term needs. The collaboration culminated in conceptualizing, designing, and developing a cloud-based marketing data warehouse using Databricks. The solution enabled data ingestion from different sources and allowed quick data analysis. The implementation substantially increased efficient decision-making and reduced turnaround time in capturing data and extracting insights.

Explore our Databricks capabilities here.

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challenge

The client wanted to target the relevant customer segment and improve engagement across channels and mediums. They sought a solution to optimize their marketing spend, monitor and track their campaigns across various platforms. The client wanted to capture data from different platforms and generate real-time reports to check campaigns' effectiveness and achieve data-driven decision-making.

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solution

Nagarro’s team built a cloud-based lakehouse platform using Databricks, that enabled the client to ingest customer data from various marketing platforms and provided a 360-degree customer view. It leverages business intelligence for statistical analysis of campaign-generated spend/revenue/visits. With its BI capabilities, it also provides real-time, actionable insights into user journeys and data visualization and helps create automated reports.

An attribution engine helps the client map the customer journey from their first interaction with the brand/campaign to placing the order. This empowered the client with real-time insights that are used as inputs for designing campaigns to drive revenue and customer engagement. This solution also provided the added benefits of high scalability and data security.

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outcome

Integration of the marketing data warehouse with the existing warehouse enabled our client to track the customer journey and offered a 360-degree view. The solution helped in processing large amounts of clickstream data and securely storing it in an easily accessible manner, which in turn, increased the accuracy and value of the insights. Its responsive design delivered significantly improved analytical capability and provided users with real-time actionable insights, enabling them to make quicker decisions, reducing cost & time-to-market.

Considering the client's future needs, we proposed a scalable solution, with a responsive design, that meets the client’s future tech needs and can be integrated with AI and ML.  