Media Analytics & MROI on Google Cloud

Solution Unified Media Data Lake
Solution Unified Media Data Lake
Industry CPG
Region Global
Technology GCP
Context
A global Consumer Packaged Goods (CPG) brand with a strong presence across multiple markets set out to optimize media investments and improve marketing effectiveness through data-driven decision-making. The brand aimed to build a single source of truth for media measurement and MROI by unifying data across ~20 paid, owned, and earned media platforms. MathCo partnered with the client to modernize its media data ecosystem on Google Cloud, building a unified, governed data foundation to support MROI reporting and media analytics at scale.
Problem Statement

The client’s media measurement and MROI capabilities were held back by fragmented data and limited governance. ~20 media data sources sat on disconnected platforms with inconsistent schemas and refresh cadences, and there was no single source of truth. Marketing, finance, and analytics teams relied on divergent data extracts, resulting in inconsistent MROI reporting. Significant effort went into data wrangling instead of modeling, slowing down MROI and optimization use cases, while sparse cataloging, lineage, and access controls made it difficult to scale media analytics safely across the enterprise.

Impact

  • ~20 Media Sources Unified: Paid, owned, and earned media platforms consolidated into one governed source of truth.
  • 1 Single Source of Truth: One enterprise media + MROI foundation, replacing fragmented, tool-locked datasets.
  • Higher Confidence in Media Data: Standardized schemas, lineage, and cataloging drive trust across marketing and finance teams.
  • Faster Data Science Delivery: Reusable, governed datasets cut prep time and accelerate MROI and BI development.

Access the Case Study to Learn More about This Partnership

 

 

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