Thrive DX - 173tech

Marketing Analytics

92% cost reduction & significant marketing gains

Objective

Optimise ThriveDX’s data stack and integrate marketing analytics for end-to-end visibility.

Obstacle

Rebuilding the infrastructure while iteratively incorporating new data sources.

Outcome

A 92% cost reduction and significant improvements across outbound marketing performance.

Background

ThriveDX is an award-winning EdTech company specialising in cybersecurity training, helping individuals and organisations build essential digital defence skills. With a rapidly expanding global footprint, the company manages a complex marketing ecosystem spanning multiple brands, teams, and regions.

To sustain this growth and enable data-driven decision-making, ThriveDX needed a more robust, scalable, and cost-efficient data infrastructure. They partnered with 173tech to deliver both immediate impact and long-term strategic support.

Challenges

Ad-Hoc Analysis: Companies frequently face complex business questions, prompting their teams to conduct ad-hoc analyses and build models as needed. However, without a structured, long-term data strategy, these efforts often operate in isolation, lacking a cohesive framework. As data demands grow, this fragmented approach becomes difficult to scale and increasingly costly. Without a unified system, businesses struggle with inconsistent reporting, limited visibility, and inefficiencies that hinder data-driven decision-making.

Expert Support: To overcome these challenges, ThriveDX turned to 173tech for additional expertise in data engineering and marketing analytics. They required support in setting up a scalable marketing analytics infrastructure that could provide end-to-end visibility into performance, user behaviour, and campaign effectiveness.

Solution

Customer Journey: ThriveDX required a scalable and robust data infrastructure to support its growing marketing and sales operations. Their key objectives included expanding the existing data pipeline, gaining end-to-end visibility across user acquisition, conversion rates, lifetime value (LTV), and customer relationship management (CRM). Our new scaleable infrastructure represented a 92% monthly saving on the previous system.

One Source Of Truth: To meet these needs, our team conducted a comprehensive review of ThriveDX’s data stack, optimising its efficiency and scalability. We established a standardised data dictionary to ensure consistency in reporting and analysis. Furthermore, we implemented automated data extraction and modelling from key platforms, including Google, YouTube, Facebook, LinkedIn, TikTok, Bing, Salesforce, and Salesforce Pardot.

Impact

Data Modelling: Once data was centralised, we transformed it into marketing performance models that provided clear visibility into the entire user journey. These models enabled teams to track acquisition, conversion, user activities, and CRM interactions seamlessly. With automated insights surfacing key trends, ThriveDX could make faster and more informed decisions to optimise marketing performance and customer engagement.

Iterative Working: Within three months, we designed and built a fully automated marketing performance dashboard, consolidating data across all marketing channels as well as sales operations. To ensure long-term success, we provided training to the ThriveDX team, empowering them to leverage the dashboard effectively. Following this, we further enhanced automated insights by integrating budgets, scorecards, and CRM data, providing a comprehensive view of marketing and sales performance for all teams.