Building a Unified Pharmacy Marketing Analytics Platform

The Challenge

The marketing analytics team was operating in the dark. With campaign performance data residing on disconnected platforms—email systems, customer data platforms (CDPs), and engagement tools—they struggled to obtain a comprehensive view. Reporting cycles were slow and manual, often requiring Excel-based workarounds. Without a trusted set of metrics or a unified view of member engagement, decision-making was reactive and inconsistent. The team recognized the need for a centralized data platform, but it also had to meet stringent privacy and compliance standards.

The Solution

Productive Edge helped the client design and implement a Lakehouse architecture using Azure Databricks. The solution ingested digital marketing data from tools like Tealium and internal engagement systems, and organized it into a governed Bronze/Silver model. Role-based access control was configured to protect PHI and ensure teams could only view the data relevant to them. The platform fed directly into Power BI, enabling dynamic, self-service dashboards for stakeholders. Designed with compliance and scale in mind, the solution also created a foundation for future AI use cases in marketing automation.

The Results

Within weeks of launch, the team was able to track 41 core performance metrics without relying on manual exports or workarounds. Reporting cycles that once took days now take minutes. Stakeholders have access to live dashboards that reflect the latest campaign activity. The marketing organization can now quickly assess which channels are performing well, which segments are responding, and where to allocate resources. With a secure and scalable Lakehouse in place, they’ve also started exploring predictive models and next-best-action tools powered by the same data infrastructure.