Valtira integrates marketing data for improved analytics and decision making for HealthPartners

As a large health care provider, HealthPartners is continually looking for better ways to connect with members and meet key business goals. 

In 2018, one of the key challenges that prevented these goals were marketing data silos which made it hard to calculate campaign performance. The company  decided it needed to connect advertising and business data to enable better decision making for its Marketing Strategists.

Buy vs Build

As a first step, a manual spreadsheet process was initiated to provide this data to marketing. It was time consuming, completed monthly and did not scale as it was managed by one IT staff member.  Since the data was stale, the depth of insight was difficult.

HealthPartners decided to purchase an Adobe Analytics license to enable easier unified data visualization. To help integrate the data to the Adobe API, HealthPartners evaluated SaaS and PaaS integration platforms however they were too expensive or did not have the right connectors.

“The out of the box platforms did not meet our needs,” commented Joshua Moe, Team Lead, Digital Analytics from HealthPartners. “We also did not have internal resources to build a solution so we decided to hire a partner.”

“Valtira has been a valuable partner to help us unify and integrate a data solution for our marketing team. They have an experienced, knowledgeable team we trust to help us meet some of our challenging business technology needs.”

Joshua Moe
Team Lead, Digital Analytics

Selecting Valtira as the Development Partner

HealthPartners selected Valtira because of their expertise in AWS cloud solution, experience in Lamda Serverless technology as well as the formalized strategy and architecture Valtira proposed for the solution.  

“Not only was Valtira much more cost effective, they brought us a more complete plan and vision of the solution we would be receiving,” commented Moe. 

Valtira setup and automated the process of ingesting, transforming, storing, and moving 3rd party web data between disparate marketing systems via Amazon Web Services (AWS). The solution was purposely designed to be easily extensible to other future marketing data sources as they are available. This provides the critical data necessary for marketing, while reducing IT resource needs and costs.

HealthPartners Benefits

“The cloud based infrastructure and thoughtful design has made the system very cost-effective and extensible,” continued Moe. “But just as important, the maintenance requirements are very minimal which limits our IT resource needs.” 

Marketing Strategists can analyze campaign performance more quickly and real-time. 

Fresh data now is accessible on a daily basis versus batched monthly. 

The system can extend with new data sources as needed with limited IT resource needs.

Reduced man hours needed to manually aggregate data.  

  • Need

  • Aggregate marketing data to enable improved decision making and campaign performance by Marketing Strategists.
  • Solution

  • Setup and automation of integrating data between disparate marketing systems via Amazon Web Services (AWS).
  • Benefit

  • Reduced IT man hours needed to manually aggregate data. Data now is accessible for more real-time decision making. New data sources can be added as needed.
  • Kenshoo
  • Taboola
  • Google Search Console
  • Google My Business
  • Google Analytics
  • Adobe Analytics
  • Push (3rd Party) Ingestion (csv)
  • Pull (3rd Party) Ingestion (JSON)
  • Load (Adobe Analytics) Ingestion
  • Security (Encryption)
  • Logging/Alerting
  • AWS Autoscaling
  • SNS
  • AWS Lambda
  • AWS Step Functions
  • AWS S3
  • AWS DynamoDB
  • Big Data
  • Technology Integrations
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