Executive Summary
mktg.ai partnered with Elastiq to build a unified analytics platform on Google Cloud that integrates data across digital and non-digital marketing channels, consolidating disparate data sources into normalized insights-delivered in just 3 months.
Client Profile
mktg.ai is a creative-first, performance-driven marketing analytics platform specializing in seamless integration of digital and traditional marketing assets using data analytics and Machine Learning.
Business Problem
Marketing teams face a fundamental challenge: data lives in silos. mktg.ai’s clients struggled with:
- Disparate data silos across multiple marketing tools (Meta, Google, LinkedIn, Tradedesk, Reddit, Print, Billboards, TV, Radio)
- Disconnect between creative assets and performance data making it impossible to understand what’s working
- Limited insights for campaign optimization due to fragmented data across different agencies and reporting formats
- Ineffective decision-making caused by inconsistent metrics and manual reporting processes
Elastiq Solution
Elastiq designed and implemented a comprehensive data integration platform:
Data Integration
Built a unified platform using Google BigQuery and Cloud Storage that consolidates data from all marketing channels into a canonical data model.
Insights Normalization
Implemented a proprietary algorithm that normalizes KPIs across channels into a standardized 5-point color scale, making cross-channel comparison intuitive and actionable.
Data Visualization
Created heat-map visualizations using standardized color scales that highlight performance metrics at a glance, enabling rapid identification of underperforming campaigns.
Scalable Infrastructure
Deployed on Google Cloud infrastructure enabling seamless growth without performance compromise.
Results
The platform now provides mktg.ai’s clients with a single source of truth for all marketing performance data, enabling data-driven decisions that were previously impossible.
“Elastiq's strategic collaboration and expertise in data integration have empowered us to unify marketing data, optimize campaigns, and deliver personalized experiences.”
Conclusion
By consolidating fragmented marketing data into a unified, normalized platform, Elastiq enabled mktg.ai to finally answer the age-old question: “Which half of my marketing budget is being wasted?” With clear visibility across all channels, marketers can now make informed decisions backed by comprehensive data.