DESIGNING A FUTURE-PROOF DATA MODEL THAT REDUCES MANUAL EFFORT BY 100%
CHALLENGE
Georgia-Pacific’s marketing team faced a growing challenge in managing and understanding the performance of its campaigns. With more than 100 separate marketing reports created manually across channels and business units, the process was time-consuming and inconsistent. Each team had its own version of performance tracking, which made it difficult to get a unified view of results or confidently compare campaign success. GP needed a scalable, automated solution that would consolidate data, reduce manual effort, and deliver clear, actionable insights in one place.
SOLUTION
We began by auditing the data ecosystem to understand the complexity of GP’s reporting environment. We conducted a full data source assessment, cataloging every data set in GP’s data lake, identifying additional sources to ingest, and documenting attributes down to the most granular level. With this foundation in place, we analyzed 108 manual reports to extract the key metrics that mattered most, distilling them into 11 interactive dashboards designed for flexibility, filtering, and drilldown capabilities.
From there, we built a conceptual data model that unified over 23 disparate media data sources into a single, centralized framework. This master model recreated GP’s existing report metrics but with automated updates, dynamic visualization, and built-in alignment across campaigns, channels, and business units. For the first time, GP could roll up campaign performance, compare forecasted versus actual spend, and generate on-demand insights at the click of a button.
RESULTS
The shift to automated dashboards reduced manual reporting time by more than 80%, freeing up resources for analysis and strategy rather than data wrangling. We consolidated data from 23+ sources into one unified reporting model, delivering 11 dynamic dashboards that now power data-driven marketing decisions across all business units. With this foundation, Georgia-Pacific gained a scalable, future-proof framework for ongoing performance measurement and optimization.
Impossible missions we made possible. No big deal.
