Case Study · 2024
Building a BI Capability from Zero
Challenge
Overdrive's Business Intelligence function was basically nonexistent. Reporting ran on manual Excel sheets and analysts were spending more time wrangling data than reading it. As enterprise client accounts grew, this wasn't going to scale.
Approach
I started by working with the executive team to agree on what we actually needed the BI function to do, both internally and as a client-facing service. From there I designed the full architecture: Supermetrics to pull data from media platforms, BigQuery as the data warehouse, Django for custom data processing, and Looker Studio for reporting and visualization. I built the team's capability alongside the infrastructure so it wouldn't collapse when I stepped back.
Outcome
The BI capability went from zero to a core enterprise service offering. It gave the agency a real story in competitive pitches and contributed directly to upsell opportunities and new client acquisition. Teams that had been flying blind on performance data could finally see what was working.