Scaling Data Operations and Attribution Accuracy for Zepz
Zepz is a global payments company with a strong digital presence through Sendwave and WorldRemit. After merging the two brands, Zepz needed to rebuild its data systems to support scalable growth, cross-functional analytics, and better marketing performance.
€100k
in spend leakages identified, streamlining budgets worth millions.
120+
Ad-hoc reports delivered, accelerating decision-making across compliance, finance, and growth teams.
1000
Employees migrated to a new data stack in under 3 months, saving €100k.
Case 1
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GA4
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BigQuery
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GTAG
Data Infrastructure & System Consolidation
Business Optimization
Zepz is an international payments provider, operating through subsidiaries Sendwave and WorldRemit. Following their 2021 merger, Zepz faced major data integration and infrastructure challenges, with systems spread across both organizations.
The Problem
The merger left Zepz with siloed systems, fragmented reporting, and a lack of unified visibility across their business. Building an internal team was not practical due to the temporary nature of the project, the high cost of hiring, and the difficulty of sourcing talent with dual-system expertise. Key challenges included:
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Separate data warehouses (Sendwave & WorldRemit) -
Legacy tools like Redshift and Microsoft SSRS
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Incomplete visibility into operations, compliance, and reporting
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High HR overhead for a short-term internal team
The Solution
MarketLytics stepped in with a flexible, expert-led solution:
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Data Infrastructure Modernization: Migrated from PostgreSQL to cloud-based tools like BigQuery and Databricks.
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Reporting System Overhaul: Replaced Redshift/SSRS with a modern pipeline powered by Databricks and Apache Airflow.
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Data Warehouse Consolidation: Unified data warehouses from both entities for a complete view.
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BI Platform Migration: Shifted dashboards from Tableau and Looker to Mode Analytics with complete support and training.
Impact
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2,000+ expert hours delivered, consolidating dual data warehouses and modernizing reporting.
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40% HR cost savings by avoiding short-term full-time hires during the merger.
Results
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Mergers create complex integration needs that are often temporary but mission-critical.
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A flexible partner with both technical and domain expertise can accelerate transformation while avoiding long-term overhead.
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Modernizing the data stack not only streamlines reporting but lays the foundation for long-term scalability and insight.
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Consolidated data infrastructure enables better decision-making, faster execution, and more effective collaboration across teams.
Case 2
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GA4
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BigQuery
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GTAG
On-Demand Ad-Hoc Reporting Support for Zepz
Business Optimization
As a global payments provider, Zepz supports compliance, finance, and growth departments with data-driven decisions. Each of these teams needed quick access to ad-hoc reports that were cross-functional and accurate.
The Problem
Internal teams lacked the bandwidth and cross-functional expertise needed to fulfill diverse ad-hoc report requests. This created delays and fragmented insights, making it difficult for departments to make informed decisions.
The Solution
MarketLytics embedded a team of analysts directly into Zepz’s operations to support:
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Ad-Hoc Analytics Support: Delivered reporting and insights tailored to each department’s needs
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Cross-Functional Understanding: Analysts with a deep grasp of compliance, finance, and growth data
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Seamless Integration: Our team worked within Zepz’s existing tools and workflows without requiring stack changes
Impact
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Ongoing analytics support provided for critical business functions and decision-making.
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50% faster turnaround on high-impact reporting requests.
Results
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When multiple departments need real-time insights, embedding flexible analytics resources can outperform building full-time teams.
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Cross-functional expertise is key—not just technical skills but contextual understanding of business needs.
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Seamless integration with existing workflows ensures adoption and minimizes friction.
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Scalable staff augmentation provides strategic value without heavy internal investment.
Case 3
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GA4
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BigQuery
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GTAG
Advanced Attribution Modeling for Growth Marketing
Business Optimization
Zepz, through its mobile-first brands, heavily invests in performance marketing to acquire users globally. Understanding what channels drive real growth is key to their strategy.
The Problem
Zepz needed an attribution engine that could properly measure user acquisition impact across mobile and web. Appsflyer data was siloed, and attribution gaps led to poor visibility into what was driving conversions.
The Solution
MarketLytics implemented an end-to-end attribution framework:
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Data Pipeline Setup: Integrated Appsflyer data with internal tables in Databricks (transactions, referrals, promo codes, surveys)
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Probabilistic Attribution: Filled gaps where direct attribution was missing
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Custom Attribution Rules: Defined logic to accurately assign credit to marketing touchpoints
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Dashboards for Growth Team: Built actionable queries and visualizations to inform ad-spend and campaign optimization
Impact
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20% faster campaign reporting cycles by automating attribution dashboards
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30% reduction in “unattributed” transactions, giving clearer spend-to-conversion links.
Results
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Accurate attribution is critical for optimizing marketing spend, especially in mobile-first acquisition funnels.
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A strong attribution framework requires thoughtful integration across app, transaction, and referral data.
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Custom rules and probabilistic logic can fill in gaps that off-the-shelf solutions miss.
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Marketing teams become significantly more effective when equipped with reliable, real-time attribution dashboards.
Folks are polite and professional and hard working.I have enjoyed working with them for the past few month and time to time share joyful moments along the way, that said, we have had good amount of challenges and setbacks but the marketlytics team continues to perform and show grits.
Jafar Amin
Staff Data Engineer
Master Attribution with Omair 📊
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