eLama adopts Dynamics 365 Business Central to centralize finance and reporting

eLama, an online advertising management platform operating across 20 countries, needed a single, flexible ERP backbone to replace fragmented spreadsheets and manual uploads. The company required end-to-end automation for revenue, expenses and cash flows, bank integrations across multiple jurisdictions, and consolidated management reporting that supported fast, multi-entity growth.

Awara IT implemented Microsoft Dynamics 365 Business Central as a full-cycle finance solution, integrating eLama’s proprietary ad platform, regional payment gateways and bank feeds. The project automated recurring data loads, standardized intercompany flows, and delivered same-day consolidated reporting—reducing manual effort in finance, shortening month-end close and enabling clearer cash visibility for strategic decisions.

Client / Industry / Country

eLama is an online advertising management platform operating in the IT/Telecom sector with commercial presence across APAC and the Middle East, including Singapore, New Zealand and Hong Kong. The company is a fast-growing, multi-entity business requiring scalable finance and accounting operations to support expansion.

Business challenge

Growth across markets had left eLama with fragmented financial processes: large, recurring manual uploads of revenue and expense data; inconsistent intercompany flows; and limited automation for cash reconciliation. Finance teams spent significant time consolidating data from the internal ad platform, payment gateways and regional ledgers to produce management reports.

Multiple integrations (in-house ad systems, 1C in some regions, and regional payment providers) created data quality and timing issues. The lack of a centralized ledger and automated bank connectivity delayed month-end close and obscured short-term cash positions, impeding the CFO’s ability to make timely funding and pricing decisions.

Why Dynamics 365 was selected

Microsoft Dynamics 365 Business Central was selected for its cloud-native finance capabilities, extensibility and compatibility with existing Dynamics NAV/BC expertise in the organisation. Business Central provided a standardized chart of accounts, multi-currency and multi-entity consolidation features necessary for eLama’s cross-border footprint.

The platform’s integration options (APIs, extensions and Azure-based middleware), native intercompany features and tight fit with the Microsoft stack (Power BI, Microsoft 365) met eLama’s need for automated reporting, scalable integrations with payment gateways and direct bank connectivity. Awara IT was engaged for its track record implementing Business Central across regional deployments and for handling complex integration scenarios.

Modules implemented

• General Ledger and Multi-Entity Consolidation
• Accounts Receivable and Accounts Payable
• Cash Management and Bank Reconciliation
• Intercompany Transactions and Eliminations
• Procurement and Purchase Order Management
• Revenue Posting Automation and Revenue Recognition
• Management Reporting and Power BI dashboards
• Extensions: Data Import Automation, Payment Gateway Connectors

Integrations

• eLama proprietary ad platform (REST APIs) for automated revenue and campaign data
• Regional payment gateways: CauriPAY, PaymerWall, CommerseGate
• Legacy systems: 1C synchronization for selected regional entities
• Bank integrations: host-to-host and bank feed formats for Singapore, New Zealand, Hong Kong
• Azure Integration Services / API Management for secured data flows
• Power BI for consolidated management reporting

Localization & compliance

Awara IT configured Business Central to comply with local tax and banking requirements across Singapore, New Zealand and Hong Kong. This included GST/VAT mappings, multi-currency ledger configuration, statutory posting templates and localized bank statement formats (supporting common formats used by regional banks). Where regional statutory nuances existed, Awara IT implemented configurable posting rules and country-specific chart-of-accounts segments to support statutory reporting and audit trails.

Business value

The Dynamics 365 Business Central deployment eliminated repetitive manual tasks, reduced month-end cycle time and provided finance leaders with timely, consolidated visibility across markets. Automation of revenue and bank data imports reduced errors and rework, enabling finance to focus on analysis and strategic priorities rather than reconciliations.

Standardized intercompany processes and automated eliminations improved internal controls and reduced audit friction. With Power BI-driven management reporting and improved cash forecasting, eLama’s leadership could make faster decisions on pricing, marketing spend and working capital, supporting continued expansion across Singapore, New Zealand, Hong Kong and other markets.