Rebuilt trust in marketing tag tables — traced lineage upstream, then fixed the load strategy that compounded duplicates downstream.
Problem
Tag-based tables were heavily inflated with duplicates from historical data modeling. Incremental loads kept compounding bad rows until marketing analytics on campaign and canvas tags was untrustworthy.
Approach
Trace lineage from upstream tables to find where duplicates entered, then change the Airflow-orchestrated downstream loads from incremental merge to full overwrite so row counts stay reliable for every consuming team.
Architecture
Marketing data pipeline
Full-overwrite upstream; Airflow downstream with full overwrite on tag tables.