Case Study
How a Digital Marketing Agency Built a Custom BI Platform for Multifamily Marketing Analytics
A digital marketing agency that serves luxury apartment communities needed a better way to track and report on marketing performance. Their existing no-code BI tool was too expensive, too rigid, and too slow. Frequent crashes made client reporting unreliable. The platform could not handle the unique needs of property data and marketing analytics in the real estate space.
InterCode stepped in as a custom software partner. We built a cloud-native data and analytics platform on Google Cloud Platform. Our data and analytics services gave the agency everything they needed: real-time dashboards, automated PDF report delivery, and a client onboarding process that takes hours instead of days. The agency now has management tools that save time, cut costs, and support growth.
COLLABORATION PERIOD: 2023 - now
INDUSTRY: Luxury Real Estate, Marketing Analytics, Multi-Family
CLIENT'S WEBSITE: streetdigital.ai
The Challenge: Why the Old Platform Had to Go
The agency had built its analytics offering on a popular no-code BI tool. This is a common choice for early-stage marketing analytics companies. But as their client list grew, the tool became a problem instead of a solution. Here is what went wrong:
Platform and Technical Problems
Licensing costs kept rising. Every new data source and every new user made the bill bigger.
The tool was rigid. It could not adapt to the specific KPIs that apartment marketing teams need.
Metric crashes happened often. Reports would break with no clear way to fix them.
There was no way to debug errors. The vendor offered no useful support.
Data integration was manual. The team had to export and import data from multiple marketing tools by hand.
Dashboards timed out under load. Clients saw loading screens instead of insights.
The agency had no control over the product roadmap. They were locked into one vendor.
Day-to-Day Operations Suffered Too
Setting up a new client took too long. The client onboarding process was a manual, multi-step effort that limited growth.
Data sources were disconnected. The marketing team spent hours matching numbers across platforms.
There was no data quality assurance. Bad data made it into reports without anyone catching it.
Scheduled reports failed often. One broken report could take down delivery for multiple clients.
The team had no view into system health. They could not tell if a pipeline was running or broken.
Custom reporting was impossible. Every client got the same generic dashboard.
In short, the platform was holding the agency back. It blocked growth, frustrated the marketing team, and put client relationships at risk. The agency needed a partner who could build something better.
The core issue was clear: the agency needed real management tools built for their specific market. Off-the-shelf automation tools and generic dashboards could not deliver the customer experience that luxury apartment communities expect. To make informed decisions about ad spend, leasing velocity, and occupancy, the marketing team needed reliable data from every source in one place. They needed a partner, not just a vendor.
Technologies Used
React
Mantine UI + React Table
ReChats
NestJS
Google Cloud Platform
PostgreSQL
BigQuery
DBT
SendgridReactMantine UI + React TableReChatsNestJSGoogle Cloud PlatformPostgreSQLBigQueryDBTSendgridProduct description
A BI tool for multifamily property managers, offering insights into digital marketing campaigns by integrating with Google Ads, Analytics, Property Management Systems, Social Media platforms, and more. It features customizable reporting dashboards and scheduled email delivery. The tool uniquely aggregates and analyzes data from various sources, providing comprehensive insights within a single tool.
The Challenge: Why the Old Platform Had to Go
1. Platform and Technical Problems
2. Day-to-Day Operations Suffered Too
3. Enhancing UI performance
4. The agency needed real management tools built for their specific market
2. Day-to-Day Operations Suffered Too
3. Enhancing UI performance
4. The agency needed real management tools built for their specific market
The Solution: A Cloud-Native Analytics Platform
InterCode designed a custom platform from scratch. We used Google Cloud Platform as the foundation. Every part of the system was built for speed, flexibility, and scale. Here is how we approached each layer:
The goal was to give the marketing team a single place to see all their data. Google Ads spend, website traffic, social media engagement, and property data from property management systems — all connected, all in real time. No more manual exports. No more stale numbers. Just clean, reliable data that helps them serve their clients and grow their business.
A Modern Architecture That Scales
Data Engineering and Integration
Dashboards and Reporting That Clients Love
Marketing Platform Integrations
Results: Real Numbers, Real Impact
Performance Gains What We Measured Result Dashboard load time 30+ sec → under 3 sec Metric calculation errors Eliminated Platform uptime 99.9% Data freshness Real-time (was day-old) Traffic spike handling 10x auto-scaling Cost Savings: Better Day-to-Day Operations: 80% faster client onboarding. New clients go live in hours, not days. Automated setup handles most of the work. Isolated report delivery. If one client’s report hits a snag, no other client is affected. Clear error tracking. The team can find and fix issues fast, without waiting on vendor support. Self-service configuration. The agency’s own team members can adjust dashboards without developer help. Version-controlled data logic. dbt lets the team iterate on metrics and formulas quickly and safely. Business Growth: 4x faster client onboarding — the agency can now say yes to more business without adding headcount. Custom reports set the agency apart. Clients get dashboards built for their specific properties, not generic templates. Reliable data builds trust. Fewer errors and real-time data mean happier, longer-lasting client relationships. Easy to add new data sources. As new marketing tools emerge, the platform adapts fast. Full technical control. The agency makes its own technology decisions, on its own timeline. Every marketing effort is backed by data-driven insights, not guesswork.
75% lower platform costs compared to the old no-code tool.
Pay-per-use pricing on Google Cloud Platform. No fixed licensing fees.
Smaller data batches cut BigQuery compute costs.
Auto-scaling means the agency only pays for what it uses.
No vendor lock-in. The agency owns the code and can switch providers at any time.
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