Use case 4 – marketing analytics of social media campaigns

Scenario:

We have a request from marketing to create a data model for their analyst team to create interactive dashboards for the worldwide marketing organization. The dashboards contain information on social media click-through campaigns.

The data comes from the social media companies where our campaigns are running, but the data engineering team has consolidated all sources into Google BigQuery. The data is clean and stored at the level of granularity of the day – that is, the data is rolled up to the day and broken down by social media site and campaign name. Sometimes, there are days with no data because the campaigns don’t always generate a click-through each day. Finally, everyone in marketing can see all campaign information, regardless of where they are located.

The company uses Tableau Cloud and has groups set up in Azure Directory Services that are synced to Tableau Cloud.

Tableau...