How a Finnish digital agency connected all its marketing and CRM data into a single BigQuery warehouse and real-time Tableau dashboards with Windsor.ai.
Data sources:
Destinations:
Connected several data sources in a single BigQuery project
5Reduced reporting time through a fully automated ELT pipeline by
80%Key outcomes:
- 80% reduction in reporting time by eliminating manual exports and automating data aggregation.
- Integrated 5 key data sources, including CRM and ad platforms, into a centralized data warehouse.
- Achieved real-time visibility into marketing performance through Tableau dashboards, enabling faster, more informed decisions.
- Custom SQL access in BigQuery empowered advanced users to analyze campaign-to-sales relationships.
- High-level and drill-down KPIs made it easy for both executives and analysts to access relevant insights.
About the client
P+SBD is a Finland-based digital marketing agency specializing in digital strategy, CRM management, and data analytics. The agency focuses on using data and technology to build impactful marketing strategies and optimize return on investment for its clients, including the prestigious Finland University.
With a growing number of active campaigns and performance touchpoints, P+SBD needed a more scalable, real-time data infrastructure to support decision-making and reporting.
Challenges
As P+SBD expanded its client portfolio and campaign footprint, it faced a number of analytical and operational hurdles:
- Disparate data sources: Performance data was siloed across multiple platforms (Google Analytics, Google Ads, Facebook, LinkedIn, Zoho CRM), each with different formats and export challenges.
- Manual, time-consuming reporting: Regular reporting required tedious data transformations and uploads, which slowed down decision-making and diverted resources from analysis to admin.
- No unified visibility: There was no single view to show real-time performance across all campaigns, making it hard to understand what was working and what needed adjustment.
The team sought a real-time dashboard that would unify all campaign data into one place, offering both a strategic overview and the ability to drill into detailed performance metrics.
Solutions
To unify and streamline their internal and external analytics, P+SBD partnered with Windsor.ai as their ETL solution. The implementation focused on data integration, normalization, and visualization.
| Windsor.ai capability | Benefit to P+SBD |
|---|---|
| Pre-built data connectors | Integrated 5 key systems: Google Analytics, Google Ads, Facebook Audience Insights, LinkedIn Analytics, and Zoho CRM—even overcoming export limitations from Zoho |
| Centralized data warehouse | All data streamed and normalized in one BigQuery project for querying and performance analysis |
| Real-time dashboards | Windsor.ai provides tailor-made Tableau dashboards featuring both high-level KPIs and deep-dive capabilities for granular insights |
| SQL access for analysts | Enabled deeper, flexible analysis of marketing activity and its direct impact on customer outcomes |
This setup gave P+SBD a robust data infrastructure that was scalable, real-time, and customizable to suit both executive summaries and technical specialists.
Results
The integration of Windsor.ai into P+SBD’s data stack delivered immediate operational and strategic advantages:
- 5 major platforms connected into one unified data pipeline.
- 80% reduction in reporting time, freeing up analysts to focus on optimization and strategy.
- Real-time performance visibility, making it easier to identify winning campaigns and optimize spend.
- Empowered advanced analysis through SQL access in BigQuery, revealing deeper connections between marketing touchpoints and revenue.
- Improved campaign decisions with accurate, always-updated data available in a single dashboard.
Final takeaway
By adopting Windsor.ai, P+SBD replaced slow, manual workflows with a fully integrated ELT solution. With unified data in BigQuery and automated dashboards in Tableau, the agency now makes faster, more informed decisions for its clients while spending far less time managing fragmented reports.
This case highlights the power of centralized data integration for agencies: when data silos disappear, marketing performance becomes clear, actionable, and scalable.
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