Unified Marketing Intelligence for a Consumer Brand
Combined paid, owned, and earned marketing data into one attribution model.
The Problem
Marketing spend was split across a dozen channels with no unified view of attribution, making budget allocation a quarterly guessing game driven by each channel's self-reported performance.
The Architecture
Channel APIs (paid social, search, email, affiliate) feed a Databricks ingestion layer; a multi-touch attribution model runs on Mosaic AI and publishes results to an executive dashboard refreshed daily. Unity Catalog governs access so agency partners see only their own channel data.
The Solution
Marketing leadership now reallocates budget monthly instead of quarterly, backed by a shared, governed source of attribution truth rather than channel-reported numbers that consistently over-counted their own contribution.
Business Value
Marketing efficiency improved 19% in two quarters as budget shifted toward higher-performing channels identified by the unified model.
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