Centralized marketing analytics to present unified story for hardware company

About client

Our client runs a retail hardware and home improvement business in Australia, managing close to 500 hardware retail stores across the country. Being a home-run hardware brand, they are one of the largest independent networks in Australia. They predominantly work with local hardware businesses, both bannered and unbannered, strengthening them tools, business & marketing programs, and investments they need to thrive and stay competitive.

Challenges they faced

The central marketing team of our client must send each market store a monthly report, summarizing their respective marketing campaigns and performance stats. These campaigns are digitally run on platforms like Meta (Instagram/Facebook) and Google ads. Here are some challenges they faced while doing so.

Multiple platforms. Massive data volumes. They ran ads on two different platforms. Aggregating the data and sending a unified report to 100+ market stores was an uphill task. The process was inefficient and prone to delays.

Lack of granularity: The reports they shared lacked a holistic view, making it difficult to show marketing effectiveness. They don’t want this to lead to missed opportunities, not being able to see the right insights at right time.

They were in need of a reporting solution that paints a clear picture of how campaigns perform, by doing the following:

✅ Aggregate data from two Google Ads accounts and one Meta Ads Manager account.

✅ Calculate key retail-focused KPIs and broke everything down member by member.

✅ Share these insights in a format that is simple, useful, and easy for everyone to understand.

Solution from datakulture

Our data analytics and BI team designed an automated, end-to-end marketing analytics solutions that fulfilled all the above requirements of the client.

The dashboard, each dedicated for one member, carried every key metrics including: total ad spend, impressions, reach, store visits, call clicks, and more—some from Google ads and some from Meta. Here’s what we did.

Automate data extraction: Setting up automated pipelines to reliably extract performance data directly from the Google Ads and Meta Ads APIs.

Centralize data storage: Establishing a PostgreSQL database as a central data layer. This allowed for the consolidation, cleaning, and structuring of data from disparate sources, ensuring data integrity and efficient querying.

Build interactive & user-friendly dashboard: Developing a dynamic and user-friendly dashboard using Microsoft Power BI. This dashboard served as the single source of truth for member performance reporting.

How did this help?

The marketing team could automatically generate reports for all market stores without breaking a sweat.

The new dashboards reflected more accurate insights; no errors or inconsistencies that happened due to manual compilation.

The reports were easy-to-consume and simple, which empowered market store owners with clear visibility of what marketing platform and campaign is for working for each of them.

To conclude

Through this partnership, the client successfully transitioned from manual reporting to a more streamlined, automated, and insightful analytics solutions. Through detailed yet simplistic dashboards, we made data consumable for all, strengthening the partnership between our client and their members and paving the way for more effective utilization of digital marketing initiatives.