SITUATION​
Our client’s marketing data was fragmented across agencies, platforms, and systems. Teams lacked visibility into how upper-funnel activities (e.g., impressions, clicks) influenced bottom-funnel outcomes (e.g., leads, conversions). Manual, ad hoc reporting slowed decision-making and obscured ROI. As a result, campaign results were delayed, ROI was difficult to measure, and the full customer funnel was unclear. To solve this, the client partnered with Everforth Apex to build a solution that unified all vendor data, automated the process, and delivered timely, reliable insights to business teams.​

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SOLUTION​
Everforth Apex worked with our client to build a cloud-based platform designed for automation, scale, and governance. The solution centralized data in Snowflake from paid media, organic social, and site engagement/UTM tracking data. To do this, vendor data was first collected in Amazon S3 as a landing zone, then processed using Apache Airflow (MWAA) to schedule and automate workflows. Python scripts were used to parse and prepare the data before loading it into Snowflake, where it was organized into layers (staging, cleansed, and reporting) for clarity and reuse. To make sure database changes were tracked and deployed consistently, the team used Flyway with GitLab CI/CD, allowing schema updates and SQL code to be version-controlled and auditable. On top of this, Tableau dashboards were created to give marketing teams near real-time visibility into marketing funnel performance, conversion metrics, and ROI. Security and governance were built in from the start, with role-based access in Snowflake, IAM policies on S3, encryption, and monitoring and alerts set up through Airflow. Our team included a data product owner, data architect, two data engineers, and one QA engineer.​

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RESULT​
The new platform gives our client a single source of truth for all marketing full funnel data. Manual work has been eliminated through automated pipelines, bringing reporting down from days to near real-time. Teams can now rely on Tableau dashboards to quickly track campaign performance, adjust strategies, and improve results. The design also strengthens governance, makes it simple to add new vendors, and ensures schema changes are well controlled and secure. What was once a fragmented process is now a modern, reliable, and scalable analytics solution that continues to deliver value across the business.​

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BUSINESS IMPACT HIGHLIGHTS​

• 80% faster reporting cycles with near real-time dashboards replacing manual reports ​

• One source of truth for all vendor and funnel data, improving trust and accuracy ​

• End-to-end automation eliminated manual data preparation and delays ​

• Stronger ROI tracking enabled more agile campaign adjustments and targeting ​

• Scalable foundation ready for future vendors, new data sources, and growth needs​