Westwise Centralizes Data to Power Marketing and Sales Insights
Westwise Group develops a digital platform that connects individuals involved in accidents or personal injury cases with qualified law firms. The platform simplifies the process of finding legal representation and enables law firms to connect with potential clients more efficiently.
As the business expanded, they generated large volumes of data across marketing, sales, communication, financial and website analytics platforms. However, this data existed across multiple disconnected systems.
Without a centralized analytics platform, teams struggled to access reliable insights and measure business performance effectively. Datum Labs partnered with Westwise to build a unified data platform that connects all operational data into a single analytics ecosystem.
The Challenge was Fragmented data and limited business visibility
Westwise relied on several tools to manage core business operations.
Each system generated important business data. However, these platforms operated independently and created isolated data silos. This made it difficult for teams to gain a complete view of the business.
Key challenges included
- Inability to track the full journey from marketing lead to sales conversion
- Limited visibility into marketing campaign performance
- Difficulty measuring marketing return on investment
- Manual reporting across multiple platforms
- Delayed decision-making due to fragmented data
Leadership needed a unified analytics platform that could consolidate these systems and deliver reliable insights.
The Goal is to build a single source of truth for business analytics
They set out to build a centralized analytics platform capable of supporting data driven decision making. The objectives were clear.
Strategic goals
- Centralize all business data into one platform
- Enable end to end lead journey visibility
- Provide near real time performance insights
- Improve marketing performance analysis
- Deliver scalable infrastructure for future growth
To achieve this, Datum Labs designed a modern data architecture using cloud native analytics technologies.
The Solution we provided is a modern data stack built for scalability
We implemented a modern data stack designed to unify multiple data sources into a single analytics environment.
Core architecture components
- Centralized data warehouse: Google BigQuery stores all structured datasets.
- Automated data ingestion: Python pipelines built using DLT Hub extract raw data from source platforms.
- Pipeline orchestration: Dagster automates pipeline execution and manages data refresh schedules.
- Data transformation: dbt models structure raw datasets into reliable analytics tables.
- Interactive analytics layer: Hex Analytics provides dashboards and reporting tools for business users.
This architecture enables them to move from fragmented reporting to a fully integrated analytics environment.
Structured Approach We Followed for Reliable Data Pipelines.
1. Data ingestion
We developed automated pipelines that extract data from Google Ads, Zoho CRM, Zoho Voice, Zoho Books, and Google Analytics. All raw data is loaded into Google BigQuery where it becomes part of the centralized data warehouse.
2. Pipeline automation
Dagster orchestrates pipeline execution and schedules regular data updates. This ensures data pipelines run consistently without manual intervention.
3. Data modeling
dbt transforms raw datasets into clean analytics models. Layered models structure the data into staging tables, intermediate datasets and analytics marts used for reporting.
4. Analytics dashboards
Hex dashboards provide insights across marketing performance, sales conversion, and operational metrics.Stakeholders can explore insights without writing complex queries.
Technology Stack
They now operate on a modern analytics architecture. This stack provides high-performance analytics while remaining flexible and scalable.
Key Outcomes with Complete Business Visibility
1. Unified data ecosystem
All operational data now exists in one centralized warehouse. This creates a reliable single source of truth.
2. Near real time analytics
Automated pipelines refresh data every fifteen minutes. Teams now access up-to-date insights across marketing and sales operations.
3. Improved marketing performance tracking
Marketing teams can analyze campaign performance across channels and understand which campaigns drive the highest value leads.
4. End to end lead visibility
Sales teams can track the full lifecycle of a lead from initial acquisition to conversion.
5. Scalable infrastructure
The platform is designed to handle increasing data volumes as Westwise continues to grow.
Results and Business Impact
Westwise now operates with full visibility across its marketing and sales operations. The unified analytics platform enables leadership teams to monitor performance, evaluate campaign effectiveness and identify growth opportunities.
By transforming fragmented data into a centralized intelligence platform, Datum Labs helped them get the full value of its business data.
The company now has a scalable analytics foundation that supports faster decisions, improved marketing performance and long term platform growth.
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