Reporting
Case Study
Straighterline
Employees
Employees
Employees
Employees
Technology used
The
Journey
01
The Problem
Straighterline faced inefficiencies with the Marketing Attribution report. The process of creating the Marketing Attribution report involved manual extraction of data from Google Analytics, processing it in Excel, and utilizing the Excel file as a source dataset for Amazon QuickSight. This approach not only consumed significant time but also restricted report updates to a monthly cycle. Whenever an update or recalculation was required, the entire process had to be repeated, causing further delays in accessing vital insights on marketing campaign effectiveness, customer behavior, revenue trends, and the types of customers being attracted (new or recurring).
02
The Solution
To overcome these challenges, we implemented a comprehensive automation solution. By integrating Python into the workflow, we established a seamless connection between Google Analytics 4 and the SQL database. This integration enabled the direct transfer of data from Google Analytics 4 to the SQL table, eliminating the need for manual intervention. Additionally, we scheduled Python scripts to run automatically on a daily basis, ensuring consistent and timely report updates. As a result, the leadership team now has access to daily marketing attribution reports, providing real-time visibility into marketing campaign performance and revenue generation. This newfound agility empowers them to make timely decisions and adjust campaign strategies as needed, improving overall efficiency and effectiveness.
03
The Outcome
- Automated Report Generation: The new system eliminated the manual downloading and transforming of data, streamlining the report generation process.
- Increased Report Frequency: With the integration in place, the report now reflects daily updates instead of monthly, providing real-time insights into key metrics.
- Workload Reduction and Simplified Report Management: The automated workflow significantly reduced the workload and simplified report management across the organization.
- Time Savings: The new automated process achieved a conservative estimate of 86% time savings compared to the previous manual process. Previously, it took approximately 3 hours per month, totaling 36 hours annually. With automation, the maintenance now requires only 5 hours annually, resulting in considerable time savings.
- Enhanced Operational Efficiency, Accuracy, and Data Security: By eliminating manual interventions, the automated workflow enhanced operational efficiency, ensured greater accuracy in data processing, and improved data security.
- By successfully integrating ETL tools into the business intelligence reporting workflow, Straighterline experienced improved productivity, increased report frequency, and enhanced data management capabilities. The streamlined process not only saved time but also improved accuracy.
The
Results
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Straighterline Results
86% time savings compared to manual process.
Annual hours spent on Marketing Attribution Report
Excel Report: 36 hours/annually
QuickSight Automated Report: 5 hours/annually
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Case
Studies
The
Feedback
Straighterline
"I have been working directly with Zulfiya and her team since October 2022. Zulfiya is responsive with such a quick turnaround on all requests. Her and her team are so knowledgeable in all areas, everything from meeting basic reporting needs, troubleshooting report issues, data visualization and presentation and even data architecture. Zulfiya is consistently solutions-focused, no matter what challenges are presented or if even we do not have a solution fully thought out, her and her team have gone above and beyond to help us with our data foundation and beyond. We appreciated her level of attention, follow-through and flexibility. Zulfiya has been a pleasure to work with from not only a technical aspect but a professional and personal one as well. We highly recommend Zulfiya and her team and only look forward to continuing working with her!"