Case Study: Lundbeck unifies marketing data and drives omnichannel campaigns with dbt Cloud

Lundbeck enables an omnichannel marketing strategy with a centralized data stack

Lundbeck, a vertically integrated pharmaceutical company based in Copenhagen, wanted to turn its fragmented marketing and sales data into a unified, omnichannel strategy. Working with dbt Labs and dbt Cloud, the team aimed to centralize data from multiple systems so marketing and sales could get a holistic view of customers and act on it more effectively.

dbt Labs helped Lundbeck build a modern data stack on Snowflake, with Fivetran ingesting sources like Google Analytics, Salesforce Marketing Cloud, and Veeva CRM, dbt Cloud transforming the data, and Hightouch and BI tools making it usable across teams. The result was seven omnichannel campaigns launched, five data sources centralized in the warehouse, faster and more actionable data for sales, and an estimated 2–3% top-line impact target for brands, customers, and markets.

Lundbeck

Daniel Thoren

Data Engineer