How Data Analytics helped an Ed-Tech startup achieve their Performance Marketing Goals
Industry
EdTech
Organization Type
EdTech Start-up
Tagline
Understanding user persona to implement targeted
marketing
Services
Solution design, Data pipelines, AI/ML models
About the Client
This growing ed-tech is an online transformative upskilling
platform for working tech professionals. It aims to effectively
enhance the skills of tech professionals with an industry-vetted
approach. They are on a mission to create 1M+ world-class tech
professionals by providing them with exceptional mentorship and
relevant course material.
The Problem
The company’s marketing team runs different campaigns for their
courses in different channels like YouTube, Inshorts and other
media platforms in different timeframes. Managing all that data
from various platforms and then integrating it into one model
was extremely challenging. They wanted a consolidated view of
the operational efficiencies of these campaigns and deeper
insights as to how they can run the campaigns more efficiently.
They needed a platform to better manage their advertising cost
and improve their rate of conversion based on their customer
data.
Our Approach
After having multiple discussions with the client team, we have
dived deep into the challenge they were facing and tried to
produce the solution that was not only robust and solid, but
also scalable and elastic at the same time.
Our Development Process
During the R&D phase, we successfully developed effective Proof of
Concepts (POCs) for all six marketing channels, leveraging various
APIs. Once connectivity and API-level communication were
established, we initiated the development process. Gathering
requirements involved collaborative sessions with client
stakeholders to ensure all business needs were understood. In the
design phase, we created architectural diagrams and obtained
stakeholder sign-off. Development proceeded with concurrent streams,
including API development for data collection, staging area table
creation in Redshift schema, and data transformation jobs for
consolidating data into the target schema. After populating the
consolidated data mart, we provided analytical insights through
intuitive dashboards with drill-down functionality for each source
channel. Deployment was managed through CI/CD pipelines built on
Jenkins, integrating code from Bitbucket for builds and deployments
across AWS environments.
Tech Stacks Used
AWS Data Pipeline
AWS Glue
AWS Datasync
Amazon EC2
Amazon Kinesis
Amazon SES
AWS Quicksight
Lambda
The Results
The implemented consolidated data platform serves as a comprehensive
hub for aggregating and summarizing all marketing campaigns across
various channels. This platform facilitates deeper and more
productive insights into the efficiencies of these campaigns,
enabling stakeholders to make informed decisions regarding cost
allocation across different media platforms. As a result, business
teams can optimize their strategies for maximum impact and
efficiency. Notably, the utilization of this platform has
contributed to a significant reduction in Customer Acquisition Cost
(CAC) by approximately 25%, highlighting its tangible impact on the
organization's bottom line.