Case Study
Egypt Air Dark Data & Marketing ROI Case Study.
Table of contents
The Dark Data Threat
Systemic tracking gaps and “dark” data areas were blinding Egypt Air leadership to the true passenger lifecycle. This lack of attribution visibility was a massive financial liability, causing significant marketing budget to be wasted on underperforming acquisition channels and artificially inflating their Customer Acquisition Cost (CAC).
They needed to close the tracking gaps to secure their advertising ROI, before another quarter of budget went to channels nobody could prove were working.
The BigQuery Architecture
The Modular Warehouse. e-CENS architected a highly scalable, modular data warehouse within GCP BigQuery, designed to absorb every source without rework.
The 360-Degree Rollup. We remediated full-funnel tracking gaps to seamlessly roll up Web, App, and Media data into a single, board-ready attribution view, completely eliminating dark data.
100% Data Integrity
By achieving complete data integrity, Egypt Air identified and fixed high-drop-off points in the booking funnel. The executive team successfully optimized marketing ROI by confidently reallocating previously wasted budget to high-performing channels, driving a significant uplift in direct ticket sales.
Data integrity achieved, dark data eliminated, budget decisions finally made on evidence.
What it means for your brand
If your leadership can’t see the full passenger journey, every budget decision is a bet. The fix is architectural, not cosmetic, and it starts with one honest audit.
Stop wasting budget on blind attribution. Request a GCP BigQuery consultation today.
