LUXURY: Improving Media Campaign Analysis with a Taxonomy Checker

CHALLENGE

Increasing Naming Convention Compliance for Better Campaign Analysis

For our client, an international luxury conglomerate, inadequate adherence to existing naming conventions in media campaigns hindered data consolidation across different markets and channels. This resulted in inaccurate assessments of media campaign ROI and performance analysis. 

Without a consistent naming convention, the group faced challenges in generating relevant reports and making performance comparisons across campaigns, markets, and brands.

SOLUTION

Creating a Bespoke Taxonomy-Checker to Automate Compliance Checks

After gaining access to the group's media stack, fifty-five transferred data from various media platforms to BigQuery by utilizing Fivetran connectors for data extraction and loading.

fifty-five then created a scripted Taxonomy Checker that was ready for variability to automate compliance checks and develop the data architecture using Google Cloud Platform services. All visualizations were created using Power BI.

RESULTS

Better Data Quality and More Effective Analysis for Thousands of Campaigns

More than 4 thousand campaigns were taxo-checked during the first year of this project alone. By promoting better naming convention compliance, our client obtained more accurate data from its media campaigns, ultimately improving the accuracy of performance and ROI analysis.

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