GroupM Enhances Client Insights and Saves Time with Fivetran
Technology Category
- Analytics & Modeling - Machine Learning
- Platform as a Service (PaaS) - Application Development Platforms
Applicable Industries
- Oil & Gas
- Retail
Applicable Functions
- Maintenance
- Sales & Marketing
Use Cases
- Time Sensitive Networking
Services
- Cloud Planning, Design & Implementation Services
- Data Science Services
About The Customer
GroupM is a global media agency group based in Oslo and the Nordic region's largest media agency group. It serves over 200 clients with technology-enabled services that connect with premium partners, including Google, Facebook, and Amazon. GroupM provides a shared services-type function for other agencies in the group – MediaCom, Mindshare, Wavemaker, MediaPlus – and is responsible for collecting data and measuring the effectiveness of their award-winning advertising campaigns. They were looking for a more efficient and robust solution to collect and analyze data for their clients.
The Challenge
GroupM, a global media agency based in Oslo, was facing challenges in collecting and analyzing data for their clients. The agency, which serves over 200 clients and provides shared services for other agencies in the group, was using Supermetrics to pull marketing data directly into Google Sheets. However, this method was proving to be inefficient and problematic. Pipelines would occasionally fail due to hard-to-detect issues, and there were formatting problems with the spreadsheets as well as manual errors. Preparing data for analysis in Google BigQuery, GroupM’s data warehouse, was labor-intensive, and clients were demanding faster access to more insights. One client, with a broad business portfolio spanning retail and hotels, was looking for dashboards that could handle historical data analysis as well as day-to-day reports. GroupM was determined to find a more robust solution.
The Solution
GroupM identified Fivetran as the pipeline solution to streamline their data processes. Fivetran provided connectors to pull data from a wide variety of data sources, including Facebook and Google Ads, directly into Google BigQuery. The GroupM team was impressed by Fivetran’s self-healing and zero maintenance architecture, along with fast access to pre-configured connectors that could speed up ingestion from up to 15 main sources. The goal was to gather all the data in BigQuery to build automatic reporting. Every client has different marketing KPIs, but metrics for impressions, clicks, and conversions were always in demand. The next phase of development plans to use Connect Card, an embeddable Fivetran setup feature, which authenticates user credentials via a secure HTTPS connection and avoids any work on the company servers. This would allow GroupM customers to input their login credentials for the data source directly and initiate the sync, avoiding the need to share proprietary data with GroupM.
Operational Impact
Quantitative Benefit
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