Case study
Marketing data pipelines from social media
Production pipelines that ingest and model marketing data from social media APIs, feeding dashboards used by teams across two large companies.
Context
A large fashion retailer and a large esports company both ran marketing across many social media platforms.
Challenge
Each platform keeps its data behind its own API, in its own shape. Teams needed it in one place, in a form they could trust and compare.
Approach
- Built many production pipelines that ingest marketing data from social media APIs, including Facebook, Instagram, Twitter, YouTube and Twitch.
- Modeled the data so it could be compared across platforms.
- Fed the results into dashboards for the teams that needed them.
Outcome
The dashboards were used by various teams across both companies.
What I learned
A pipeline is only as valuable as the decisions it supports. The real win was seeing many teams rely on the same numbers.