End-to-end data stack implementation for national telecom provider with large dataset requirements

The Problem.

A leading Canadian telecommunications and media company required comprehensive data engineering services to unify and streamline its digital and media analytics infrastructure. With multiple disconnected data sources across digital platforms, media campaigns, and web properties, the organization faced challenges in achieving cohesive data integration, consistent tagging, and actionable insights. The client sought an end-to-end solution encompassing data pipeline development, tagging implementation (including media pixels and site events), media mix modeling, and advanced dashboarding capabilities. The goal was to establish a scalable analytics framework that could support real-time decision-making, optimize media performance, and enhance overall data reliability across business units.

The Solution.

• Data Engineering: To address the client’s need for a scalable and integrated analytics infrastructure, a robust data engineering framework was implemented using Microsoft Azure Data Factory. Custom pipelines were developed to process marketing and media data ingested through the aggregator platform Adverity. These pipelines transformed and standardized the incoming data, ultimately delivering it into two key destinations: Google BigQuery, enabling fast, flexible querying and integration with dashboarding tools; and a Microsoft SQL Server instance, supporting local data validation and quality assurance processes.

• Data Measurement: A comprehensive measurement framework was established to enable consistent and accurate pixel tracking across all advertising vendor platforms. This included the implementation of Conversion API (CAPI) solutions for platforms such as Meta and Pinterest, enhancing data reliability in cookie-constrained environments. Tagging was executed through Adobe Launch, with logic and tracking strategies updated on a quarterly basis to reflect evolving user flows and site structures. Collaboration with the client’s internal development teams during the wireframing and page development stages ensured that tracking aligned with actual user behavior and captured key engagement points effectively.

• Data Visualisation: Customized dashboards were developed for each line of business (LOB), serving hundreds of stakeholders who relied on consistent, timely access to performance data. In addition to internal reporting needs, tailored dashboards were also built for the client’s creative agency to analyze the effectiveness of campaign assets in-market. Depending on the requirements and preferences of each LOB, dashboards were deployed in either Looker Studio or Tableau, ensuring flexibility and accessibility across teams. To maintain transparency and manage expectations around dashboard upkeep, a dedicated dashboard was created to monitor usage and engagement levels—providing a clear view into the value delivered and helping justify resource allocation for ongoing support and enhancement.