Case Study: Enabling better Marketing Campaigns

📊 Enabling Marketing Intelligence at Scale — A Cloud-Native Data Platform

One of the most dynamic projects I’ve led involved building a cloud-native marketing intelligence platform for a large North American home services marketplace (similar to UrbanClap in India). The company operated multiple brands and vendor channels — but their campaign performance data was siloed, inconsistent, and delayed.

This was affecting both real-time decision-making and ROI visibility across marketing investments.

🎯 The Problem

* Disconnected data from 5+ ad platforms and CRM systems
* Manual Excel-based campaign reporting
* Inconsistent KPIs, fragmented customer attribution
* Lag of up to 2 days in key metrics

⚙️ What I Delivered

* Serverless ingestion pipelines using AWS Lambda + API Gateway
* Multi-layered S3 Data Lake (Raw → Clean → Curated zones)
* **ETL with AWS Glue + PySpark to normalize, deduplicate, and aggregate campaign data
* Athena + Quicksight dashboards for real-time visibility into CAC, CPL, ROAS, and brand attribution
* Terraform-driven infra-as-code to keep environments replicable and scalable

🚀 Business Impact

| Metric | Before | After |
| -------------------- | ------------- | ----------------- |
| Dashboard Latency | \~2 Days | Real-Time |
| Reporting Effort | High (manual) | \~40% Reduced |
| ROI Attribution | Not Possible | Fully Mapped |
| Brand-Level Insights | Inconsistent | Standardized KPIs |

This project became the single source of marketing truth for the client — enabling their performance and growth teams to make faster, sharper decisions with confidence.

Marketing without data is just guesswork. By using serverless cloud infra, I helped transform siloed digital chaos into a real-time, ROI-focused marketing platform — one that scaled with the business and saved hours of human effort weekly.