Gabriele Bruno Franco
Insightfully: from ETL to analytics product to obtain actionable insights.
Rel. Paolo Garza. Politecnico di Torino, Corso di laurea magistrale in Data Science And Engineering, 2023
Abstract
This thesis was aimed at the developing a website that creates value by extracting data from third party APIs, such as, Facebook and Instagram, Linkedin Paid and Organic, both paid and organic as social media platforms, Google Analytics 4 as a leading marketing analytics platform, Mailchimp and Activecampaign as Direct Email Marketing platforms. Once extracted, the extracted data is then loaded in a three-layer database schema, Gold / Silver / Bronze, as per the Medallion Schema. From the Gold layer, the data is then visualized and explored from a front-end application built in HTML, CSS and Javascript. Specifically, using the React framework and the Material-UI library in order to build custom graphs, tables and widget to be used by the end user.
The end user is expected to be non-technical, as the ideal target is a marketing manager or operation person that needs to explore, understand and take decisions on current and past campaign, dem and social media data in order to better understand and predict future performances
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