Realogy's paid media campaign metrics were spread across various systems, causing headaches for strategy and reporting teams. Additionally, determining which placements generated the most down-funnel leads was a burden; the further a lead travels down a funnel, the more difficult it is to tie back to the source. A solution was needed that could automatically ingest data from multiple data points, clean that data, manipulate it into meaningful metrics, and then visualize it in an easy to analyze fashion.
We used the Google Cloud Platform and Google Data Studio to provide the necessary data storage, cleaning, manipulation, and visualization required to accurately present and pull insights. Through a series of exports and manipulation workflows, we were able to create a clean data set to use in our daily visualizations. We also connected our data source up to a user-friendly and highly visual performance dashboard to showcase the various campaigns across platforms. With this new workflow, Realogy could easily monitor campaign performance and use that data to make smart and relevant campaign optimizations.