Retail business · Retail · Data Engineering
A medallion data warehouse for retail marketing ops
We unified a retail company’s fragmented data from across their stack (CRM, marketing channels, and more) into a full bronze/silver/gold data warehouse, giving their Marketing Ops team the analytics-ready insight they needed to act.
- Challenge
- The retail company’s Marketing Ops team needed richer insight, but their data sat scattered across disconnected systems like their CRM and marketing channels.
- What we did
- We built integrations across their technology stack and constructed a full data warehouse with bronze, silver, and gold layers, turning raw source data into clean, analytics-ready insight.
- Outcome
- Marketing Ops gained unified, richer insight across their stack, sharpening their ability to understand performance and act on it.
The problem
Marketing Ops teams are usually not short of data. They are short of data that agrees with itself. Campaign platforms, the CRM, and the web stack each hold a partial view, each defines a customer slightly differently, and reconciling them is manual work that has to be redone every time someone asks a question.
The symptom looks like a reporting problem, so it often gets addressed with another dashboard. The cause is that there is no single place where the raw sources have been made consistent, which is a data engineering problem and not a visualization one.
What we built
We built integrations across their technology stack and constructed a warehouse on a medallion architecture: a bronze layer holding raw source data as it arrived, a silver layer where it is cleaned and conformed, and a gold layer shaped for analysis.
The layering is what makes this durable rather than just tidy. Keeping raw data untouched in bronze means a transformation mistake is recoverable and a new question can be answered from history rather than from whatever the pipeline happened to keep. Marketing Ops queries gold, and the messy reconciliation work happens once, upstream, instead of repeatedly by hand.
Technologies used
- Medallion architecture (bronze / silver / gold)
- Data warehouse
- CRM integration
- Marketing channel integrations
- ETL pipelines
What we would tell you
When every team has a different number for the same metric, the fix is a conformed layer, not another report. Dashboards built on unreconciled sources reproduce the disagreement with better styling.
Preserving raw source data costs very little and repeatedly turns out to be the difference between answering a new question and having to go back to the source systems.
This case study is anonymized to respect client confidentiality. We describe the problem, the work and the technology honestly, and we do not publish outcome metrics we cannot stand behind.
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