Imagine you could access all relevant data in the required form in one place. This seemingly simple task is actually a complex matter that often ends in compromises and unsatisfactory solutions. Especially in online marketing, where data from different channels (e.g. website, social media and ads) come together and are enriched with customer, sales and campaign data, a solution is required.
Even the extensive analytics solutions of the individual platforms are not enough to map the big picture, the cross-channel customer journeys.
Which efforts were particularly successful? Did the campaign have the desired effect? How did the campaigns perform in a cross-platform comparison? Which content led to the most engagements or clicks on which platform?
We are often asked questions like these, along with the desire to harmonise and evaluate data from marketing and campaign activities across all tools and platforms. However, the hurdles to such an analysis were high:
- Whether likes, retweets, shares or other engagements: each platform has its own key figures as well as its own naming conventions. It can sometimes happen that you lose track of the nuances in the definitions.
- The technical component is also relevant. The various interfaces each come with specific requirements, limitations and restrictions.
- In order to save as much manual work as possible, data procurement should be automated, which requires a sensible concept including coherent scheduling.
- Finally, the data must also be secured accordingly so that it is available to the right stakeholders at the right time. But would you prefer an SQL database, Google BigQuery or Snowflake?
- In addition, the right KPIs need to be defined for the issues at hand.
- And last but not least, the results need to be interpreted correctly and measures derived.
