Unified marketing analytics data
How to build a full spec marketing analytics solution
Marketing analytics data can be gathered in spreadsheets, but this process is manual, open to human error and not scalable with big data. It involves manually pulling data from individual sources, often without campaign or spend connected.
A full spec marketing analytics solution can be built on top of your existing Business Intelligence platform.
This requires:
Emphasis on technical skills e.g., IT, SQL, coding
Focus on visualisation rather than on how to connect and unify marketing data with emerging technologies
Manual build, which is slow to deploy and dependent on IT resources to implement and maintain
With the points above, there is no creative space for a marketer to create reports, visual dashboards and see insights in real-time without dependence on a technical resource and a backlog of ‘waiting’ for changes to be applied.
In the fast expanding digital marketing and advertising space, new emerging technologies are always going to be a talking point and potentially the next important thing marketing needs to adopt. But integrating these into an intelligence analytics platform and unifying them across existing marketing channels is difficult.
Challenges with this include:
High number of raw data sources across different marketing channels/technologies
Frequent changing of data sources and values
Major integrations needed for each marketing channel/technology
Marketing teams often do not have a data analyst as a resource within their team
of marketers state that they have added a marketing analytics and attribution platform as a major MarTech tool to their organisation in the last 12 months.The MarTech Report, 2021/22, MarTech Alliance
of BI/Analytics department’s budget contributes to funding investments in MarTech.The State of Marketing: Budget and Strategy Report, 2022, Gartner
