Case Study: a large-scale media agency achieves single-source-of-truth marketing analytics with Softcrylic

Data Platform Modernization and its importance in Marketing Analytics at large-scale Media Agencies

The customer, a large-scale media agency, faced significant challenges with its manual, error-prone data processing for marketing analytics. Relying on disparate sources and Excel-based reports, the agency struggled with data consistency, lacked a single source of truth, and could not provide timely or advanced insights to its clients. Softcrylic was initially engaged to build a reporting platform but identified a deeper need for a complete data platform modernization.

Softcrylic implemented a modern data platform on Microsoft Azure, which included Azure Data Lake, Azure SQL Data Warehouse, and Azure Data Factory for automated data ingestion and processing. They established new tools and processes for data quality, taxonomy management, and standardization to create a single source of truth. The solution, visualized through Power BI, automated analytics tasks and delivered powerful, interactive reporting. This secure and scalable platform was integral to retaining a key account worth over $1 billion in annual ad budget and transformed the agency's internal culture and client relationships.