Home-Improvement Services Group – Building a Scalable Multi-Company Data & Marketing Intelligence Platform

Introduction

A rapidly expanding home-improvement services group built through roll-up acquisitions needed a unified data platform to integrate newly acquired companies, consolidate financials, streamline operations, and improve marketing performance. With multiple CRMs, accounting systems, and marketing platforms across eight+ operating companies, leadership lacked a holistic view of business performance and needed a scalable analytics foundation to support growth.

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The Problem (Gut-Based Decisions)

Before the engagement, the company struggled with:

• Each acquisition using different CRM, accounting, job management, and marketing platforms.
• No consolidated reporting for executives or private equity stakeholders.
• Slow, manual, spreadsheet-driven processes across finance, operations, and marketing.
• Lack of visibility into true lead flow, job close rates, margins, or marketing ROI.
• Inability to compare operating companies or benchmark performance.
• A long onboarding timeline for each new acquisition, slowing down the M&A strategy.

Marketing was especially constrained — audience targeting, segmentation, and campaign performance lacked the unified customer data foundation needed to scale efficiently.

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The Solution (How Data Changes the Game)

We built a modern, enterprise-grade analytics and customer intelligence platform that unified data, accelerated onboarding of new acquisitions, and enabled advanced marketing capabilities.

1. Azure Synapse Enterprise Data Warehouse

• Served as the single source of truth across all operating companies.
• Integrated CRM, accounting, job management, marketing, lead-gen, and operational data.
• Built a flexible data model that allowed new acquisitions to be onboarded rapidly.

2. Ingestion & Transformation with Azure Data Factory

• Developed repeatable ADF pipelines to extract, transform, and load data from a wide range of source systems.
• Standardized data structures across companies with radically different technologies.
• Enabled near-real-time updates for operational and financial reporting.

3. Power BI Reporting for Every Level of the Organization

• Executive Dashboards: Consolidated revenue, marketing efficiency, margin performance, and company comparisons.
• Private Equity Reporting: Portfolio-level KPIs, growth, and value-creation tracking.
• Operating Company Reporting: Sales performance, technician metrics, job close rates, and local marketing insights.
• Affiliate Marketing Reporting: Shared performance dashboards with 20+ affiliate partners, enabling transparent spend, lead quality, and close-rate insights.

4. Customer Data Platform (CDP) Capabilities

The unified data warehouse powered a full CDP layer that transformed marketing effectiveness:

• Email, SMS, and Direct Mail Targeting

Unified customer and lead data enabled consistent, accurate omnichannel communication.

• Lead Scoring Models

Machine learning models predicted lead quality and prioritized follow-ups.

• Demand Estimation & Forecasting

Analytics helped anticipate demand by geography, product line, and seasonality.

• Pricing Analysis

Unified data enabled more accurate pricing insights across markets and product categories.

• RFM Segmentation (Recency, Frequency, Monetary)

Created high-value audience segments for targeted marketing.

• Audience Building & Activation

Audiences could be pushed directly into advertising platforms for high-precision targeting.

• Full Marketing Attribution

Connected lead sources, spend, and revenue to understand true ROI.

This moved the organization from basic marketing execution to a modern, data-driven growth engine.

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‍Real-World Example (Specific Client Outcomes)

With the platform in place, the organization achieved:

• Seamless onboarding of new acquisitions into the analytics ecosystem.
• True consolidated reporting for executives and private equity owners.
• Accurate and timely financial and operational insights.
• A unified view of leads, customers, revenue, and job performance across all companies.
• A high-powered CDP enabling advanced segmentation, modeling, and omnichannel marketing.
• Dramatically improved marketing ROI through precise targeting and attribution.
• Ability to share transparent, real-time performance dashboards with 20+ affiliate marketers.
• Better forecasting, pricing strategy, and demand planning.

The platform became both the operational backbone and marketing engine for the entire organization.

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Conclusion

By unifying CRM, accounting, marketing, and operational data into Azure Synapse — powered by Azure Data Factory pipelines and surfaced in Power BI — the organization transformed into a data-driven enterprise. Beyond consolidated reporting, the platform enabled advanced CDP capabilities including segmentation, modeling, pricing analytics, and affiliate transparency. This empowered executives, operating companies, marketers, and partners to make faster, smarter decisions and supported the company’s rapid growth-through-acquisition strategy.