/ Case study /

Cloud Analytics Platform

From Days to Minutes: Building the Cloud Analytics Platform That Accelerated Market Research Computations by Over 98%

  • $45M

    In annual revenue supported by the analytical infrastructure the platform powers

  • 98%

    Reduction in computation time — from hours or days on local machines to under ten minutes in the cloud

  • <10 min

    Runtime for most analytical jobs today, down from overnight and multi-day runs on analysts' laptops

/ 01 / Executive summary

Executive Summary

Primotly built a cloud-based analytics platform that transformed how a global market research company's data science teams run statistical models. Before the platform existed, analysts ran complex market models locally on their own machines using Jupyter Notebooks — a process that took anywhere from several hours to multiple days per analysis. Primotly built the platform from scratch: cloud infrastructure, backend, frontend, and a parallelization engine. Over the course of the platform's development, computation times have been progressively reduced — most analytical jobs now complete in under ten minutes. The platform now supports approximately $45 million in annual revenue and is growing rapidly as new analytical modules are added. Primotly's role is pure engineering: the statistical algorithms are developed by the client's own data science team. Primotly built the infrastructure, orchestration, backend, and frontend that made those algorithms fast, accessible, and production-ready.

/ 02 / About the Client

About the Client

The client is a global market research enterprise with dedicated internal data science teams who develop and run advanced statistical models on behalf of corporate research clients. These models analyze survey data, media exposure, sales figures, and other inputs to surface insights about brand performance, media effectiveness, and market trends. (All details have been anonymized due to NDA.)

Services
  • Team Extension
  • Cloud Engineering
  • Backend Development (Python)
  • Frontend Development
  • Data Engineering
Industry

Market Research / Data Science

Collaboration Model

Team Extension — Long-Term Dedicated Partnership

Team Size

2 people (1 Backend / Data Engineer, 1 Frontend Developer)

/ 03 / The challenge

The Challenge: A Data Science Operation Running on Laptops

The client's data science teams had built a sophisticated set of analytical models. The problem was not the quality of the models — it was how they were being run. The analytics powering a major revenue stream were bottlenecked by the physical capacity of individual analysts' laptops.

  • 01/

    Local Execution Only

    All models ran locally in Jupyter Notebooks on individual analysts' machines. There was no shared infrastructure, no web interface, and no way to run jobs centrally.

  • 02/

    Multi-Day Runtimes

    Complex analyses took anywhere from several hours to multiple days to complete. Analysts had to leave their machines running overnight — or over weekends — to finish a single job.

  • 03/

    No Parallelization

    Model execution was entirely sequential. Each parameter combination, each market segment, each analytical loop ran one after another. There was no mechanism to distribute work across compute resources.

  • 04/

    Manual Workflow

    Input files had to be manually placed in the right directories. Results were written to local files that then needed to be collected, formatted, and shared. The entire workflow from setup to output was labor-intensive.

  • 05/

    Scaling Impossibility

    As demand for analyses grew, there was no way to scale. Each new analysis required a new analyst running a new notebook on a new machine.

/ 04 / The Primotly solution

The Primotly Solution: Cloud Infrastructure, Parallelization, Production Interface

Primotly's mandate was clear: take the data science team's Python libraries and make them fast, scalable, and accessible. The statistical logic stayed with the data science team. Primotly owned everything else.

The division of responsibility was fundamental to the project's success. The client's data science team develops the statistical algorithms and delivers them as versioned Python libraries — one library per analytical module — and owns the mathematical correctness of outputs. Primotly builds the cloud infrastructure, orchestration layer, backend API, frontend interface, and parallelization mechanisms, and is responsible for performance, reliability, and user experience.

Key Modules Built

  • Media to Brand

    Analyzes the relationship between media exposure (advertising, PR, digital) and brand perception metrics. Allows analysts to model how investment in different media channels influences brand KPIs across markets.

  • Brand to Sales

    Models the relationship between brand equity metrics and sales performance. Helps clients understand which brand attributes drive commercial outcomes.

  • Trend Analytics

    Univariate and multivariate trend analysis on research wave data. Identifies patterns, forecasts trajectories, and detects anomalies across time series.

  • Outlier Management

    A module allowing analysts to review and adjust outlier data points before running a final analysis. Outliers are flagged automatically; analysts can accept, adjust, or exclude them with a full audit trail.

  • Shared Job Infrastructure

    All modules share a common infrastructure: file upload for inputs (data + Excel configuration), a parameterization interface, cloud-executed computation, result collection, and output download (a ZIP containing Excel results and charts).


/ 05 / Technical deep dive

Technical Deep Dive

  • 01/

    Parallelizing Sequential Statistical Models

    • The Problem: The data science team's Python models were written to run sequentially — one computation after another. A full analysis run with multiple parameter combinations (recognizers, market segments, coefficient sets) could take up to an hour within the platform itself, because the work was still happening in a single thread.

    • The Solution: Primotly worked with the data science team to identify natural parallelization boundaries within each model. The general pattern: data preparation (single process) → parallel computation (multiple independent sub-jobs, one per parameter combination or market segment) → result aggregation (single process). Primotly re-architected the backend to orchestrate this fan-out/fan-in pattern, launching parallel workers for each sub-job and collecting results once all workers completed. This required close collaboration with the data science team to understand how the algorithms could be decomposed without affecting output correctness — a non-trivial design challenge given the mathematical dependencies between some steps.

    • The Result: computation times have been progressively reduced throughout the platform's development. Most analytical jobs now run in under ten minutes, and the overall journey from the pre-platform era — when analyses took hours to days on local machines — represents a reduction of over 98% in computation time.

  • 02/

    Integrating Versioned Third-Party Python Libraries

    • The Problem: Each analytical module depends on a Python library maintained by the client's data science team in a separate repository. These libraries evolve independently, have their own release cycles, and are not under Primotly's control. Keeping the platform in sync with library updates without breaking existing functionality required a structured dependency management approach.

    • The Solution: Each module has its own backend service in Primotly's codebase that imports the corresponding data science library as a Python package. The interface between Primotly's code and the data science library is kept deliberately thin — Primotly calls methods, not rewrites algorithms. Authorization and user management are handled via .NET integration with the central research data hub, keeping access control consistent across all internal platforms.

    • The Result: clean separation between platform engineering (Primotly) and statistical methodology (client data science). Updates to algorithms can be rolled out by updating the library dependency without touching Primotly's orchestration code.

  • 03/

    Building a Monolith with Microservices Elements for Analytics Workloads

    • The Problem: Analytics workloads are inherently different from typical web application workloads — they are compute-intensive, long-running, and bursty. A standard monolithic web architecture would either over-provision resources for idle periods or under-provision for peak analytical demand.

    • The Solution: The platform uses a monolith-with-microservices-elements architecture. The main application is a monolith for simplicity of deployment and shared data access. Heavy analytical computations are offloaded to isolated worker processes that can be scaled independently. This gives the benefits of monolithic simplicity for most of the application while handling compute-intensive workloads efficiently.

    • The Result: efficient resource utilization across both idle and peak periods, and individual analytical modules can be scaled independently based on demand — compute-heavy modules get more resources without affecting lighter workloads.


/ 06 / Business impact & results

Business Impact & Results

Computation times fell from hours or days on local machines to under ten minutes in the cloud — a reduction of over 98% that transformed analytics from a batch overnight process into an interactive, on-demand tool.

  • ~$45M Revenue Supported

    The platform is the analytical infrastructure underpinning a major revenue stream — and it is growing rapidly as new modules are added and adoption increases.

  • Over 98% Reduction in Computation Time

    Analyses that previously required overnight or multi-day runs on local machines now complete in under ten minutes in the cloud. Most jobs run well below that threshold.

  • Self-Service Analytics

    Data science analysts can run, configure, and retrieve analyses entirely through a web interface, without any local setup, file management, or command-line interaction.

  • Scalable Compute

    Jobs run in the cloud, not on individual laptops. Multiple analysts can run simultaneous jobs without competing for machine resources.

  • Rapid Module Expansion

    The infrastructure Primotly built is designed to accommodate new analytical modules quickly. Each new data science library can be wrapped in the same orchestration pattern and deployed without rebuilding the platform.

Tech Stack

Frontend
Angular
Backend
Python (primary), .NET C# (authorization, user management)
Database
PostgreSQL
Architecture
Monolith with microservices elements
Data Science Libraries
Python packages (versioned, per-module, maintained by client data science team)
Cloud / Infra
Google Cloud Platform
Other Tools
Jira, Confluence

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