Analytics & BI

Snowflake and Matillion Marketing Analytics Platform for Global Natural Cosmetics Brand

The Situation

A leading natural cosmetics manufacturer based in Germany with global retail and e-commerce operations was struggling to get a unified view of their marketing performance. Data was spread across Google Ads, Google Analytics, Facebook, Instagram, YouTube, e-commerce platforms, email marketing tools, and on-premise ERP and CRM systems — each with its own dashboard and no way to calculate cross-platform metrics like overall marketing ROI or conversion rates. Key challenges included:

  • Google API query limits making it difficult to answer complex cross-platform questions
  • An e-commerce database not built to handle the query load from Tableau
  • Some data sources requiring complex API code to retrieve, with no internal resource to build or maintain it
  • No central data model connecting all sources into a single, comparable view

What We Did

Recommended and implemented Snowflake as the cloud data warehouse, chosen for its pay-as-you-go model, scalability, and native Tableau connector

  • Implemented Matillion for ETL, data staging, and workflow automation, using its API profile system to connect both natively supported and custom sources including Cleverreach email marketing
  • Ran a proof of concept to validate the stack before full implementation, moving data from all specified sources into Snowflake to confirm Matillion's feasibility as the extract and load layer
  • Defined and built a target data model in Snowflake consolidating all marketing data sources into a single, coherent structure
  • Scheduled all jobs using Matillion's job scheduler and AWS CloudWatch to automate start-up and shut-down of the Matillion instance
  • Established full query-level cost transparency within Snowflake, enabling the business to monitor analytics costs from platform level down to individual query level

Results

  • All marketing data sources unified into a single Snowflake environment accessible to Tableau users
  • Cross-platform marketing ROI and conversion rate analysis made possible for the first time
  • Pay-as-you-go cost model eliminated unnecessary capital outlay on hardware and software
  • Query-level cost visibility established across all data sources and analytics workloads

What This Unlocks

For consumer brands or retailers running marketing across multiple digital platforms with no unified data layer, this engagement demonstrates how Snowflake and Matillion can consolidate fragmented sources into a single governed environment — without requiring custom code for every data connection. The multi-source marketing analytics architecture and cost transparency model are directly reusable for any organization needing a cross-platform view of marketing performance.

Team

Delivered by InterWorks' EMEA data architecture and engineering practice with deep expertise across the Snowflake, Matillion, and Tableau stack.

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