Scattered marketing data, turned into one source of truth.
PulseConf is a marketing data warehouse and dashboard built for a network of ~130 academic conferences. It unifies submissions, web analytics, and ad data into one clean, daily-refreshed system the whole team can actually use.
rows unified in one warehouse
scattered sources, one source of truth
submission-to-payment match rate
Data everywhere, agreeing nowhere.
A network of ~130 conferences across three organizer brands generated data everywhere — registration sheets, Google Analytics on every site, Google Ads across dozens of campaigns. None of it talked. Answering one simple question — which markets actually pay, not just click? — meant hours of manual cross-referencing, and the numbers rarely agreed.
- ✕Data in spreadsheets, GA4, and Ads — never joined
- ✕Submissions and payments matched by hand
- ✕"Which country really converts?" took hours
- ✕Numbers that disagreed across tools
- ✓One warehouse, every source unified
- ✓Auto-matched at 93.2%, fuzzy title + email
- ✓"Which country really converts?" answered instantly
- ✓One trustworthy source of truth, refreshed daily
A warehouse underneath, a dashboard on top.
Two pieces working together: a data warehouse that pulls every source into one Postgres database, cleans it, and keeps it fresh automatically — and PulseConf, the dashboard on top that lets the whole team see the numbers without writing a line of code. A manual, untrustworthy guessing game became a single system the team relies on every day.
Three sources — unified, cleaned, matched, and refreshed every night.
Google Sheets
Submissions + payments
Submissions + payments
Google Analytics 4
Website sessions, one property per site
Website sessions, one property per site
Google Ads
Campaigns, keywords, search terms
Campaigns, keywords, search terms
Cleans messy data (country, product, and organizer names normalized), matches each paid presenter back to their abstract with fuzzy title + email matching (93.2% match rate), keeps buyer-country and event-country strictly separate, refreshes daily at 01:00 UTC, and archives raw data to object storage.
Ad performance with conversions kept in three honest, separate buckets — never blended.
Overview
Headline KPIs, revenue trend, top markets, shareable filtered views.
Conference deep-dives
Every conference per round, with lifecycle curves showing how registrations fill before an event.
Geography
Revenue world map, country corridors (Sankey), and a mismatch table flagging clicks that don't convert.
Google Ads
Spend and performance with conversions kept in three honest, separate buckets.
Lifecycle & cohorts
Time-to-pay, best months, round-over-round growth, repeat customers, acceptance funnel.
Automated alerts
A rule builder that watches the data and emails the team only when something genuinely changes.
rows in 12 Postgres tables
data sources unified
GA4 properties · 574,985 sessions
submissions tracked and matched
submission-to-payment match
automated refresh at 01:00 UTC
“Most agencies show you a dashboard. We build the warehouse underneath it that makes the numbers true.”
Enterprise-scale data engineering — running on two lightweight servers, hardened and fully automated. Designed and built end to end by Zyndix.
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