Global Music Streaming Service

The Problem

Datorama couldn’t support their complexity

The team had partially implemented Salesforce Datorama as their marketing data integration platform, but they quickly encountered systemic limitations:

• Unusable modeling layer - Their setup required extensive attribution and conversion logic across many ad accounts and platforms. Datorama’s interface and rule structure made these transformations hard to read, understand, or validate. The result was a system that generated outputs, but no one could confidently explain how or why.
  

• Broken data pipelines - Key integrations, such as with Meta, frequently broke when platform APIs changed. These issues often went undetected for weeks or months, leading to delayed or missing campaign data without clear root cause visibility.
  

• Erosion of data trust - Without transparency or operational reliability, the marketing team could not rely on Datorama as a source of truth. It hindered cross-functional collaboration between marketing operations, data science, and leadership.
  
  

The Solution

Transparent, scalable infrastructure with Switchboard

After seeing success using Switchboard for yield analytics on the revenue side, the company’s marketing analytics team brought Switchboard in to rebuild their foundation for marketing data operations.

• Re-implementation of business logic - Switchboard reverse-engineered and re-implemented the attribution and data transformation rules from Datorama, with full transparency and auditability.
  

• Improved reliability - Switchboard’s platform includes built-in monitoring for data integrity, surfacing issues proactively and enabling the team to maintain healthy pipelines without manual oversight.
  

• Integration with BigQuery - Switchboard’s data pipeline architecture was designed to be complementary to the company’s stack, pushing normalized and validated data into their existing BigQuery environment.
  

The Result: A trustworthy marketing data asset

Within weeks, the company transitioned to a more robust, auditable marketing data infrastructure that delivered:

• Centralized marketing data from dozens of external agencies and platforms
  

• Reliable and transparent ETL processes for attribution and spend reconciliation
  

• Consistent inputs for internal data science workflows and downstream analytics
  

• Improved organizational confidence in marketing performance data
  By replacing an opaque and brittle Datorama implementation with Switchboard, the global streaming music service was able to shift focus from troubleshooting to insight generation, enabling faster, more confident decision-making across their marketing organization.

About Switchboard

Switchboard connects business operations teams to the information they need to make fast revenue and marketing decisions. Our platform plugs into a huge variety and volume of digital platforms and automatically structures your data for unified reporting and deep exploration — with zero development effort from your team. Switchboard lets your team answer precise revenue questions and gives them numbers they can trust because you’re not relying on one-off integrations, tools that don’t work together, or brittle custom code.