this project was about conquering complexity. our client was data-rich but insight-poor. our goal was to eliminate manual reporting entirely and empower their team with a tool that turned raw data into actionable intelligence.
From Spreadsheets to Strategic Insights
we architected a data pipeline using google bigquery that ingested data from all their marketing apis. a firebase dashboard, built with react, provided highly interactive and customizable visualizations of key metrics like cpa, roas, and ctr across all channels. on top of this, we layered a vertex ai model that ran daily to identify performance trends, flag underperforming campaigns, and even summarize key findings in natural language for the executive team.
the command center saved my team hundreds of hours. we now spend our time optimizing campaigns, not wrestling with spreadsheets. our decision-making is twice as fast and our results have improved across the board.
by automating the flow of data and adding a layer of artificial intelligence, we transformed the marketing team's function from reactive reporting to proactive strategy. this project highlights the immense value of a centralized intelligence platform in a complex digital ecosystem.