Challenge: The customer, a group of affiliate marketing publishers, faced the task of managing vast amounts of email marketing data, including email addresses, contact details, and the digital footprints of their targeted customers.
Acquiring, storing, and leveraging this data effectively can be costly and resource-intensive, making it challenging to generate targeted email lists, ensure compliance with email regulations, and optimize campaign performance. Moreover, publishers often struggle to accurately attribute revenue to specific email addresses and data providers, hindering their ability to optimize data acquisition.
Our robust MongoDB-based email marketing data management infrastructure has revolutionized the way publishers approach email marketing in the affiliate space. By centralizing data acquisition efforts and providing a robust, scalable solution for storing and managing email-related data, we have empowered publishers to:
To achieve these benefits, we implemented a master-slave MongoDB cluster architecture, with a duplication on another set of Linux servers for redundancy and high availability. We store email addresses as MD5 hashes, using binary format to reduce data size and improve query performance. By organizing related documents and lists under each unique email hash, we can efficiently track all associated actions, such as opt-ins, unsubscribes, clicks, conversions, and more.
Our solution leverages the affiliate marketing platforms’ link parameterization capabilities, such as those in Everflow and Hitpath. By adding salted email hashes to the links, we can attribute clicks and conversions back to specific individuals while maintaining data privacy. Each publisher has a unique hashing method, ensuring a fair and competitive environment.
To further enhance the value of our solution, we developed Python ETL processes that aggregate the MongoDB data into a structured MariaDB database for reporting and analysis. This structured data is then connected to a Domo BI platform, enabling the creation of interactive dashboards that display the ROI of acquired data by list, provider, and source, as well as the performance of various lists and campaigns.
We have also built a web application that empowers publishers to generate and extract targeted lists on their own, putting the power of data-driven email marketing at their fingertips.
Since implementing our MongoDB-based data management solution, our client has seen remarkable improvements in their email marketing efforts and overall performance:
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