Overview
- Industry: Consumer Goods / Marketing Analytics
- Client: Fortune 500 Consumer Goods LATAM (through Hybrids)
- Duration: 2023 – 2025
- Key Services: Data Cleaning & Transformation, Dashboarding, Analytics & Reporting
- Tech Stack: Azure Synapse, SQL, Power BI, Looker Studio
- Analytics Skills: End-to-end data storytelling, strategic visualization design, executive-level presentation, persuasive communication
The Challenge
Fortune 500 Consumer Goods LATAM faced critical challenges in making sense of its marketing campaign data. The company relied on raw, unstructured, and duplicated data stored in Azure Synapse, making it difficult for stakeholders to act on reliable metrics.
Key challenges included:
- Highly unstructured and duplicated datasets.
- Lack of reliable metrics for campaign performance.
- Marketing teams working with fragmented datasources.
- Manual analysis processes limiting scalability.
The Solution
Celerik partnered with the LATAM Data Analyst team to deliver a data-driven transformation, ensuring stakeholders could base decisions on clean, accurate, and timely insights.
Our contributions included:
- Building robust SQL pipelines to clean and unify data, enabling early anomaly detection and timely corrections.
- Integrating with Azure Synapse to centralize storage and data flows.
- Designing and delivering Power BI dashboards (weekly/biweekly) for internal stakeholders and Looker Studio dashboards for Google campaigns.
- Standardizing workflows to ensure consistency across multiple LATAM campaigns.
“Our data analyst team transformed raw, unstructured data into actionable insights that helped Fortune 500 Consumer Goods LATAM improve its marketing campaign performance week by week.”
— Julián Ferrer, Data Analyst
Results
| Aspect |
Before |
After |
| Data Processing |
Raw, unstructured, and duplicated data. |
Cleaned and transformed data pipelines in SQL for accuracy. |
| Performance |
Stakeholders lacked reliable campaign metrics. |
Power BI dashboards provided weekly/biweekly real-time insights. |
| User Experience |
Fragmented data sources with no unified reporting. |
Centralized, automated reporting enabled faster decision-making. |
| Scalability |
Manual data analysis slowed campaign optimization. |
Standardized workflows scaled across LATAM campaigns. |
Key Outcomes:
- Weekly reports drove continuous campaign optimization.
- Stakeholders gained visibility into performance, identifying weaknesses and opportunities.
- Reduced time spent on manual data cleaning by 60%.
- Improved decision-making efficiency across LATAM marketing teams.
Team Achievement
The project showcased Celerik’s strength in data storytelling and analytics at scale. The LATAM Data Analyst team not only delivered clean and reliable reports, but also developed a Proof of Concept AI assistant for campaign centralization, laying the foundation for future real-time data interaction.
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