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The Data Fragmentation Crisis.

The Challenge

A rapidly growing e-commerce business approached me with a critical problem: their marketing performance was declining despite increased spend across multiple channels. They were running campaigns on Google Ads, Facebook, LinkedIn, email marketing, and traditional advertising, but had no unified way to understand which channels were actually driving profitable growth.

Each marketing channel existed in its own data silo—Google Ads data in Google Analytics, social media metrics in platform dashboards, email performance in their ESP, and sales data in their CRM. This fragmentation made it impossible to understand the true customer journey, allocate budget effectively, or optimise for overall business performance rather than individual channel metrics.

Critical Business Problems

My Strategic Solution

I developed a comprehensive cloud-based marketing analytics infrastructure using Google Cloud Platform and BigQuery to consolidate all marketing and sales data into a unified system. This foundation enabled advanced analytics, cross-channel attribution, and in-house marketing mix modelling to optimise performance across the entire customer journey.

Transformation Results Preview

Within 10 months, the integrated analytics infrastructure delivered transformational improvements in marketing performance and business intelligence:

01

The Data Fragmentation Crisis.

The Challenge

A rapidly growing e-commerce business approached me with a critical problem: their marketing performance was declining despite increased spend across multiple channels. They were running campaigns on Google Ads, Facebook, LinkedIn, email marketing, and traditional advertising, but had no unified way to understand which channels were actually driving profitable growth.

Each marketing channel existed in its own data silo—Google Ads data in Google Analytics, social media metrics in platform dashboards, email performance in their ESP, and sales data in their CRM. This fragmentation made it impossible to understand the true customer journey, allocate budget effectively, or optimise for overall business performance rather than individual channel metrics.

Critical Business Problems

My Strategic Solution

I developed a comprehensive cloud-based marketing analytics infrastructure using Google Cloud Platform and BigQuery to consolidate all marketing and sales data into a unified system. This foundation enabled advanced analytics, cross-channel attribution, and in-house marketing mix modelling to optimise performance across the entire customer journey.

Transformation Results Preview

Within 10 months, the integrated analytics infrastructure delivered transformational improvements in marketing performance and business intelligence:

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Cloud Infrastructure & Marketing Mix Modelling Implementation.

Phase 1: Google Cloud & BigQuery Foundation

I began by architecting a comprehensive data infrastructure using Google Cloud Platform that could handle the volume, variety, and velocity of marketing data from multiple sources whilst providing the computational power needed for advanced analytics.

Cloud Architecture Implementation

Using Google Cloud’s enterprise-grade infrastructure, I created a scalable analytics environment that could process millions of data points daily whilst maintaining real-time access to insights and supporting complex statistical modelling.

Cross-Channel Data Unification

I developed automated data pipelines that extracted, transformed, and loaded data from all marketing channels into a unified schema, creating a single source of truth for customer interactions across the entire journey.

This integration connected previously isolated data points—from initial ad impression through email engagement to final purchase—enabling true cross-channel attribution and customer lifetime value analysis.

Phase 2: Marketing Mix Modelling Development

I built an in-house marketing mix modelling system that moved beyond simple attribution to understand the true incremental impact of each marketing channel, accounting for factors like seasonality, competitor activity, and media saturation curves.

Advanced Analytics Implementation

The marketing mix model used machine learning algorithms to decompose sales performance into constituent factors, identifying the true contribution of each marketing channel whilst controlling for external variables.

Sales Data Integration & Customer Journey Mapping

I connected marketing touchpoints directly to sales outcomes by integrating CRM data, creating a complete view of the customer journey from first interaction through purchase and lifetime value development.

This integration revealed that channels previously considered “low-performing” based on last-click attribution were actually crucial for customer acquisition when their full contribution was properly measured.

Phase 3: Performance Optimisation & Strategic Implementation

With comprehensive analytics infrastructure in place, I implemented data-driven optimisation strategies that dramatically improved marketing efficiency and business performance across all channels.

Strategic Insights & Optimisation

Transformational Business Results

The integrated analytics infrastructure delivered measurable improvements across every aspect of marketing performance, fundamentally transforming how the business understood and optimised customer acquisition:

Long-term Strategic Impact

The cloud-based analytics infrastructure established a competitive advantage that continues to deliver improved performance whilst positioning the business for scalable, data-driven growth.

“The transformation from isolated marketing channels to integrated analytics has been revolutionary. We went from making budget decisions based on guesswork and last-click attribution to having scientific confidence in every marketing pound we spend.

The Google Cloud infrastructure handles massive data volumes effortlessly, and the marketing mix modelling has revealed insights that saved us over £200K in misallocated budget in the first year alone. We now know exactly which channels drive real growth, not just apparent conversions.

What impressed me most was how the system evolved with our business. As we’ve scaled, the cloud infrastructure has seamlessly handled increased data complexity, and the MMM continues to reveal new optimisation opportunities. We’re now making marketing decisions with confidence and seeing consistent ROI improvements quarter after quarter.”

— Marketing Director, High-Growth E-commerce Company