Integrating Routy to tie together complex affiliate scheme data.
Objective
Activate Routy data into actionable insights and provide clarity across the customer journey.
Obstacle
The business lacked a trusted data foundation and needed an impartial viewpoint.
Outcome
Reliable models, clear metrics, and interactive dashboards that now drive smarter decision-making.
Background
Blexr is a top-performing marketing company powered by experts in lead generation across casino, sports betting, and forex. With an expanding footprint and ambitious growth targets, the company sought to better leverage Routy, its proprietary customer journey platform, for decision-making and performance optimisation.
Blexr partnered with 173tech on a six-week data launcher project to integrate Routy data into a trusted warehouse, align fragmented affiliate reporting (Nifty and Voonix), and establish a scalable analytics foundation that could power actionable dashboards.
Challenges
Inconsistent Reporting: Blexr’s existing tools to track affiliates, Nifty and Voonix had no shared keys or mapping, meaning data from the two systems couldn’t be joined or reconciled directly. This mismatch meant data could not be easily combined or compared. Instead, analysts were forced to manually adjust and spread out non-daily figures, an error-prone task that consumed one person’s full time role. This bottleneck prevented the business from moving quickly and undermined confidence in the accuracy of affiliate performance data.
Blindspots: Blexr’s leadership wanted Routy to sit at the centre of performance reporting, providing a complete view of the customer journey from acquisition through to conversion. But without trusted affiliate reporting in place, activating Routy in BI tools was undermined. The combination of high manual overhead, inconsistent metrics, and a lack of unified views meant Blexr simply didn’t have the data clarity needed to scale.
Solution
Data Pipeline: 173tech’s solution focused on both the core Routy integration and the affiliate reporting challenges uncovered during discovery. Routy data was ingested into Redshift, modelled for consistency, and prepared for activation in BI tools. This allowed stakeholders to begin tracking the full customer journey from acquisition through to conversion. To support this, 173tech developed a data dictionary to formalise KPI definitions, ensuring that teams across finance, product, and growth were aligned on trusted metrics.
Reconciliation: At the same time, a framework was built to handle affiliate data quality issues. A mapping table standardised reporting cadences, distributing non-daily Voonix figures into daily breakdowns. Recursive queries aggregated Nifty’s nested program records up to the master level, producing a consistent roll-up view. Finally, Voonix Login IDs were mapped to Nifty Master Program IDs, enabling reconciliation across systems for the first time. Automated Slack alerts were added to flag unmapped IDs, ensuring long-term reliability and reducing the manual data-quality workload that had previously consumed significant staff time.
The Proof Is In The Numbers...
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Implementation
Tracking Gaps: During discovery, 173tech identified gaps in campaign tracking that limited how fully Routy data could capture the customer journey. To address this, the team recommended a standardised UTM parameter protocol, ensuring all campaigns could be tagged consistently and linked back into Routy. This would close attribution gaps, improve marketing performance analysis, and provide Blexr with a more complete view of acquisition sources. It will also eliminate a lot of manual data checks.
Customer Journey: Within just six weeks, 173tech successfully integrated Routy data into Redshift and prepared it for activation in BI tools. This gave Blexr, for the first time, end-to-end visibility of its customer journeys; from initial acquisition through to final conversion. In a complex setup spanning multiple affiliates, channels, and systems, the ability to bring Routy into a single warehouse view was transformative. It meant that Blexr could begin connecting marketing spend to downstream outcomes with confidence, replacing fragmented insights with a unified lens across the funnel.
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