Case Study: a large multinational digital marketing communications company modernizes marketing analytics with Softcrylic

Data Platform Modernization and Its Importance in Marketing Analytics at Large-scale Media Agencies

The customer, a largest multi-national digital marketing communications company, struggled with an inefficient, manual process for managing and reporting on global digital ad campaigns. Their disparate data sources, lack of a single source of truth, and reliance on error-prone Excel reports prevented them from providing timely, actionable insights to their clients. Softcrylic was initially engaged to simply build a reporting platform to address these challenges.

Softcrylic implemented a modern data-first approach, designing a scalable cloud data platform on Microsoft Azure. The solution utilized Azure Data Lake, Azure SQL Data Warehouse, and Azure Data Factory to automate data ingestion and curation, creating a single source of truth. Powered by Power BI for visualization, the new platform automated reporting, freed analysts to focus on insights, and was instrumental in retaining a key account worth over $1 billion in annual advertising spend.