How a Danish engineering giant boosted marketing ROI by unifying media, analytics, and CRM touchpoints in a centralized BigQuery data warehouse and Power BI dashboards using Windsor.ai ELT platform.
Data sources:
Destinations:
Understanding CRM revenue contribution down to a keyword and ad level helped to increase the ROI by
35%Aggregated data from multiple marketing channels and business tools
5+Key outcomes:
- +35% increase in marketing ROI by reallocating budget to campaigns and keywords linked to actual closed deals.
- 5 major platforms integrated into a centralized BigQuery data warehouse in under two weeks.
- Full-funnel attribution model connected CRM outcomes to all influencing touchpoints, not just last-click.
- Real-time dashboards in Power BI replaced manual reporting and enabled faster decision-making.
- Keyword-level ROI visibility across geographies, languages, and campaigns—fully automated.
About the client
Hottinger Brüel & Kjær (HBK) is a global engineering and test-and-measurement company, formed in 2019 through the merger of HBM and Brüel & Kjær.
Headquartered in Germany, HBK serves industries such as automotive, aerospace, manufacturing, and energy across 50+ countries with 3,000 employees worldwide.
As a highly technical B2B organization, HBK’s marketing performance depends on tracking long, multi-touch customer journeys and accurately attributing value across all touchpoints.
Challenges
HBK’s marketing and analytics teams were facing multiple operational bottlenecks that slowed campaign optimization and wasted budget:
- Attribution limitations in Google Analytics: The last-click model failed to credit upper-funnel interactions from channels like LinkedIn or Facebook Ads, misleading marketing ROI evaluations.
- Siloed data across tools: CRM conversions, ad performance, and web analytics were stored in separate systems, making it nearly impossible to track true campaign performance.
- Manual and inefficient reporting workflows: Global reporting required hours of spreadsheet work and yielded only partial insights.
HBK needed a robust, automated ETL solution to unify data across all sources, enable real-time reporting in Power BI, and accurately attribute revenue to marketing activity across the full funnel.
Solutions
HBK partnered with Windsor.ai to automate data pipelines, unify analytics, and deliver true performance attribution across channels and markets. That’s what Windsor.ai brought to the table:
| Windsor.ai capability | Benefit to HBK |
|---|---|
| Automated ETL across five platforms | Google Ads, LinkedIn Ads, Facebook Ads, Google Analytics, and CRM data are streamed into a centralized BigQuery warehouse |
| Full-funnel attribution modeling | Connected CRM revenue to all marketing touchpoints—not just the last interaction—enabling true ROI measurement |
| Real-time Power BI dashboards | Fully automated report templates for campaign performance, cost per lead, cost per opportunity, and keyword-level insights |
| Keyword-level ROI tracking | Performance insights across geographies and languages without manual tagging or spreadsheet consolidation |
| Bid automation based on CRM outcomes | Conversion data sent back to ad platforms enabled automatic bid adjustments based on actual closed deals |
| Custom integrations where needed | Bespoke connection for complex CRM data ensured seamless flow and accuracy |
With Windsor.ai, HBK centralized and normalized all marketing and revenue data into a unified system, replacing fragmented reporting tools with a single source of truth. Auto-refreshing Power BI dashboards ensured the team could make timely, data-driven decisions based on the most up-to-date insights.
Results
HBK witnessed rapid improvements after implementing Windsor.ai:
- +35% increase in marketing ROI by reallocating budgets to campaigns proven to drive revenue.
- All essential data platforms are unified into one centralized system.
- Bid strategies are directly influenced by CRM data, resulting in more efficient spend and higher-value leads.
- Significant time savings as reporting hours were eliminated through auto-refreshing Power BI dashboards.
Final takeaway
For global B2B enterprises like HBK, marketing success depends on resolving complex customer journeys and connecting upper-funnel interactions to real business outcomes.
With Windsor.ai, HBK replaced fragmented reporting with an automated, full-funnel ETL pipeline—empowering smarter bidding, deeper insights, and scalable decision-making. The result: a measurable boost in ROI, operational efficiency, and confidence in every campaign and bid.
Curious what Windsor.ai can do for your team?
Start your free 30-day trial: https://onboard.windsor.ai/
Or book a demo: https://calendly.com/windsorai/guided-onboarding