Seamless Data Flow: Optimizing Ingestion, Modeling, and Consolidation
- BI & Dashboard Development, Data Engineering, Data Warehousing, Marketing Analytics
The Challenge
Google Ads, Facebook Ads, TikTok, Leadspedia, Lead Docket, and Everflow. Each source had distinct data structures and ingestion constraints.
API limitations restricted historical extraction and call volumes, making complete data retrieval inefficient. Additionally, unifying datasets was difficult due to missing primary and foreign keys, inconsistent formats, and incomplete mappings across platforms.
Without a consolidated and standardized data foundation, reporting lacked reliability, scalability, and cross channel visibility.
Key pain points
Disconnected advertising and lead generation platforms
API limits restricting historical data extraction
No shared primary keys across datasets
Inconsistent formats and missing mappings
Difficulty standardizing KPIs across channels
Business Goal
Unified Marketing View
Consolidated six advertising and lead platforms into one warehouse
Reliable Ingestion
Hybrid API and CSV strategy to overcome platform limitations
Standardized KPIs
Modeled consistent metrics across all campaigns and sources
Scalable Reporting
Multi dashboard Tableau suite for executives, affiliates, and operations
Tech Stack
What We Did
Approach
We implemented a robust, end to end marketing analytics stack using Airbyte, Snowflake, dbt, and Tableau.
Airbyte was used to ingest data from common platforms such as TikTok and Facebook Ads using built in connectors. For less common systems including Leadspedia and Everflow, we developed custom connectors to enable reliable extraction.
To overcome Leadspedia API constraints, we collaborated with the client to export historical data directly from the platform and ingest it via CSV uploads. Daily API ingestion was configured to ensure ongoing freshness.
Within Snowflake, we used dbt to model structured datasets, standardize KPIs, and resolve inconsistencies across sources. Detailed data exploration and mapping exercises ensured accurate joins despite the absence of native primary and foreign keys.
Finally, we developed a suite of Tableau dashboards tailored to specific business functions, with dynamic filtering and advanced calculations for real time analytics.
Outcomes
100% Unified View of Marketing Performance Across 6+ Platforms
Previously fragmented across Google Ads, Facebook, Tik Tok, Leadspedia, Lead Docket, and Everflow - now fully consolidated into a single source of truth.
5x Faster Campaign Performance Analysis and Decision-Making
Driven by real-time dashboards and elimination of manual data stitching across platforms.
Significant Improvement in Marketing ROI Visibility and Optimization
Executives can now track revenue, cost, profit, and forecasts in one place - enabling faster budget reallocation.
Real-Time Data Availability for Campaign and Lead Performance
Shift from delayed, API-limited reporting to daily automated ingestion and live dashboards.
Enhanced Cross-Team Alignment Across Executive, Marketing, and Sales Operations
Multiple dashboards (Global, Affiliate, Internal, Lead Distribution) ensure every team operates from the same KPIs and data definitions.
Related Work
