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CASE STUDY

Smarter Data Consolidation with AI

Description

The client relied on a slow manual system to consolidate marketing data collected from multiple campaigns and platforms each month. One core task involved updating performance metrics for thousands of unique marketing entries. Approximately 800 of these required special 
handling due to differing data formats or reporting requirements.

Objective

  • Streamline the monthly marketing data consolidation process

  • Minimize human error and reduce time spent on manual data entry

  • Develop a repeatable, scalable system that requires minimal monthly updates

  • Demonstrate AI-assisted process improvement

Solution

A custom automation workflow was designed using Microsoft Excel combined with macros and AI-driven optimization:
 

  • Source Based Looping: Each marketing data source is linked to a unique identifier. Using Excel’s Ctrl + Down Arrow function, the macro efficiently locates the next data block, removes completed entries, and continues processing through the dataset.

  • Multiple Macro Variants: Due to different handling procedures for various campaign types and platforms, three separate macro recordings were created to accommodate distinct workflow requirements.

  • AI Optimization with ChatGPT: ChatGPT was utilized to review and optimize macro logic, enhance loop performance, minimize input lag, and identify opportunities for streamlining commands.

  • Minimal Manual Edits: Monthly adjustments are limited to updating the reporting period, enabling consistent automation.

Conclusion

By combining Excel macro automation with AI guidance from ChatGPT, the client transformed a laborious marketing data consolidation task into an efficient, scalable, and repeatable process. This project demonstrated tangible operational improvements while highlighting how AI can be 
integrated to support routine business functions effectively.

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