
Automating Marketing Data Pipelines for Multi-Channel Campaigns

Industry
Telecommunications
Challenge
A large telecommunications provider was struggling to manage data from multiple marketing channels, including email campaigns, social media, and customer interactions. The siloed nature of the data made it difficult to create a unified view of customer engagement, which limited their ability to run effective, personalised multi-channel marketing campaigns. The company needed a data engineering solution to automate the integration and processing of data from various marketing platforms.
Solution
The data engineering team built automated data pipelines to collect and process marketing data from different sources, including CRM systems, social media platforms, and email marketing tools. These pipelines performed data ingestion, transformation, and cleansing, ensuring that the data was ready for analysis and aligned with the company’s data standards.
A key part of the solution was implementing data models that represented customer behaviour across multiple touchpoints. This helped the company create a unified view of each customer’s engagement with their marketing campaigns. Data storage solutions, including data warehouses, were used to store and manage structured and unstructured data, enabling quick access to historical and real-time customer information.
The automation of these workflows reduced manual intervention and allowed the marketing team to analyse campaign performance in real-time. They could quickly identify which campaigns were performing well and which needed optimisation, allowing them to personalise offers and messages to individual customers based on their behaviour and preferences.
Results
Within four months of implementing the automated marketing data pipelines, the telecommunications provider saw a 15% increase in customer acquisition and a 20% improvement in customer retention. The ability to personalise and optimise marketing efforts in real-time significantly improved campaign effectiveness. Additionally, marketing resource waste was reduced by 12%, as the company could now better allocate resources based on data-driven insights.
Key Takeaways

Automated data pipelines integrated multi-channel marketing data, allowing for real-time analysis and optimisation.

Data models created a unified view of customer interactions across different platforms, improving personalised marketing.

Data storage solutions enabled the company to manage large volumes of marketing data efficiently, supporting faster decision-making.

Real-time insights led to significant improvements in customer acquisition and retention, as well as more efficient marketing resource allocation.
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