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Machine Learning Powers Real-Time Marketing Campaign Analytics

Machine Learning Powers Real-Time Marketing Campaign Analytics

Use data science to precisely measure marketing ROI, ingesting a broad base of source integrations via a flexible data pipeline architecture

Machine Learning Powers Real-Time Marketing Campaign Analytics
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Industry

Digital Media and Marketing

Solution

Data Integration, Data Management, Machine Learning, Analytics & Data Science Pipelines

Client

Origami Logic
Acquired by Intuit

The data-driven world of online ads and promotions is fast-changing, fragmented and ultra-competitive. Origami Logic provides real-time insights into the ROI of digital marketing campaigns for media agencies and the global brands who pay for them. Origami’s interactive dashboards speed and simplify the detailed performance analytics give marketers the power to optimize campaign ROI and make the most of budgets by eliminating wasteful spending.

The Challenge

Distinguishing signal from noise in ad spending is a huge data headache for marketers. The data sources are constantly changing because Facebook, Twitter, Youtube, Google are constantly changing the mix of ad/audience interfaces. High-speed bidding signals – across a deep web of agencies – complicate data analytics even further. Continuous transformation of data by Origami into unified campaign performance dashboards across brands, brokers, and media required a nimble, end-to-end approach.

The Solution

CloudGeometry provided Origami a stable, predictable, end-to-end data integration infrastructure to create, test, and deploy new data flows. Thanks to its microservices architecture, Origami was no longer constrained by a conventional data platform strategy, moving instead to an agile data pipeline fabric better suited to the analytic velocity of broad-spectrum AdTech data. Business analysts and data scientists alike benefited from dozens of ready-to-go connectors preconfigured for popular APIs and data feeds. Versatile data quality rules and alerts ensured the robustness and consistency feeding dataflows to downstream analytic processes.

Amazon S3 data storage was a key success factor in achieving cost-effective operations without sacrificing performances. S3 could retain data in either its raw processed formats, to apply these streams in an endless variety of use cases. AWS Athena provided industry-standard SQL access data access and manipulation right off of S3 buckets. The versatility of Athena also made it easier to build machine learning (ML) models, unearthing campaign optimization opportunities from the latest digital media feeds. Dashboards built with AWS QuickSight completed the picture with visual analytics.

The Benefits

Origami Logic provided its customers a deep and flexible data integration fabric that delivered continuous, reliable transparency across all dimensions of the marketing supply chain.

Assembly Line for Data

Drag-and-drop pipeline canvas to wire SaaS APIs, and Social Media feeds, IoT and more to AWS AuroraRDSRedshift, and Athena on S3

Continuous Incremental Change

Acquire new data sources easily, with dozens of ready-to-go connectors preconfigured for popular APIs and data feeds

End-to-end Data Versatility

Flexible data topologies to flow data across many-to-many origins and destinations.

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