Enterprise Marketing Data Ecosystem
Architecting a single source of truth to power strategic decisions at Dave & Buster's.
The Challenge
When I joined Dave & Buster's, the marketing analytics function was operating with fragmented data across five major siloed platforms. This made it impossible to get a clear, trustworthy view of the marketing funnel, measure cross-channel ROI, and resulted in over 35% of analyst time being spent on manual data wrangling rather than strategic analysis. Key business initiatives like the Leaderboard program and Summer Season Pass lacked a unified performance measurement framework.
The Solution & Architecture
As the lead, my objective was to architect and build a new, centralized data ecosystem from the ground up. I designed a modern ELT architecture using Databricks as the central hub to unify all marketing data, create a single source of truth, and enable self-service analytics through Power BI.
Data Sources
Databricks Platform
ETL/ELT Pipelines (Python/SQL)
Data Modeling & Unification
Single Source of Truth
Business Impact
The Results & Impact
The new platform became the definitive source of truth for the entire marketing organization, delivering significant and measurable value.
Reduced Manual Reporting by 35%+
Freed up the team to focus on high-value strategic work instead of data wrangling.
Enabled Cross-Channel ROI Analysis
Led to more efficient ad spend allocation and a clearer understanding of customer acquisition.
Unified Measurement Framework
Provided consistent metrics for key initiatives like the Leaderboard and Summer Season Pass programs.
Increased Data Trust & Adoption
Empowered the marketing team with reliable, self-service dashboards in Power BI.