Navigating the data platform setup process for AI and ML Capabilities - In context of a marketing agency
Partanen, Simo (2025)
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025052114083
https://urn.fi/URN:NBN:fi:amk-2025052114083
Tiivistelmä
A need for a setting up data platform to leverage AI was discovered in a marketing agency Avidly.
To understand better the need and use case for a data platform, research within Avidly’s Design Business Unit was conducted. The research covered three research questions, including AI solutions’ business goals for Avidly, data platform setup and its commercializing potential. Relevant studies and literature were analysed for a theoretical background and key concepts and terminology were explained. A quantitative survey and a few interviews in Avidly were made.
The survey indicated that biggest expected impact through AI solutions is efficiency. From the interviews, a specific use case to improve efficiency was discovered. The use case was clarified as a digital marketing reporting solution. The data platform was set up by using Avidly’s own digital marketing channels as data sources. Theoretical framework of data platform was followed when setting up the platform.
The data platform was successfully created in Google’s environment. Data from various data sources were sent to BigQuery (BQ) data warehouse. Built-in and 3rd party data connectors combined with manual data import were used to send data int BQ. The data was visualised in Looker Studio. Using GenAI for reporting was studied and concept of using it in reporting was validated. Some differences in numbers reported in BQ and digital marketing platforms were found which is important to know from data observation point.
Commercialization of the data platform set up was reviewed. Setting data platforms on Google environment and having an emphasis on digital marketing in data platform are seen differentiators from other data platform vendors.
Leveraging in GenAI in reporting work in data platform will be studied furthermore in future. Commercialization of the data platform setup in Avidly will be proceeded.
To understand better the need and use case for a data platform, research within Avidly’s Design Business Unit was conducted. The research covered three research questions, including AI solutions’ business goals for Avidly, data platform setup and its commercializing potential. Relevant studies and literature were analysed for a theoretical background and key concepts and terminology were explained. A quantitative survey and a few interviews in Avidly were made.
The survey indicated that biggest expected impact through AI solutions is efficiency. From the interviews, a specific use case to improve efficiency was discovered. The use case was clarified as a digital marketing reporting solution. The data platform was set up by using Avidly’s own digital marketing channels as data sources. Theoretical framework of data platform was followed when setting up the platform.
The data platform was successfully created in Google’s environment. Data from various data sources were sent to BigQuery (BQ) data warehouse. Built-in and 3rd party data connectors combined with manual data import were used to send data int BQ. The data was visualised in Looker Studio. Using GenAI for reporting was studied and concept of using it in reporting was validated. Some differences in numbers reported in BQ and digital marketing platforms were found which is important to know from data observation point.
Commercialization of the data platform set up was reviewed. Setting data platforms on Google environment and having an emphasis on digital marketing in data platform are seen differentiators from other data platform vendors.
Leveraging in GenAI in reporting work in data platform will be studied furthermore in future. Commercialization of the data platform setup in Avidly will be proceeded.