Thrive DX - 173tech

Marketing Analytics

92% cost reduction and end-to-end marketing visibility

Objective

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

Obstacle

Rebuilding the infrastructure from the ground up while iteratively incorporating new data sources across multiple brands and regions.

Outcome

A 92% cost reduction, 14 data sources integrated, and a fully automated marketing performance dashboard.

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

Fragmented Analysis, No Cohesive Framework: ThriveDX’s teams were conducting ad-hoc analyses and building models as questions arose, but without a structured data strategy these efforts operated in isolation. As data demands grew, this fragmented approach became increasingly difficult to scale and costly to maintain. Inconsistent reporting, limited visibility and inefficiencies were hindering data-driven decision-making across the business.

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

Solution

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

One Source of Truth: To meet these needs, we 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. We then implemented automated data extraction and modelling from 14 key platforms, including Google, YouTube, Facebook, LinkedIn, TikTok, Bing, Salesforce and Salesforce Pardot.

Impact

Faster, Smarter Marketing Decisions: To meet these needs, we 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. We then implemented automated data extraction and modelling from 14 key platforms, including Google, YouTube, Facebook, LinkedIn, TikTok, Bing, Salesforce and Salesforce Pardot.

Automated Dashboard in Three Months: 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 use the dashboard effectively. We then further enhanced automated insights by integrating budgets, scorecards and CRM data, providing a comprehensive view of marketing and sales performance for all teams.