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The first major milestone that Digitales marketing team reached was the ability to automate the ingestion of leads data from
their internal CRM.
Data streams from all of their paid marketing channels including Facebook, Google AdWords, Instagram Ads, etc. were also integrated, and CRM cross-channel denormalization capabilities helped the team get to a full-funnel view in real-time.
With all of the data ingestion, storage and processing now automated, the team began focusing their time and energy on performance insights – creating custom groups and KPIs, breaking down data by city and campaign segments, and drilling down on-the-fly to understand the performance drivers.