Consolidating Data from different sources for Marketing Analytics and how it is helping companies

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Businesses and agencies struggle with managing their data. Whether they are marketing through different channels or handling multiple clients, their data is often siloed across various platforms.

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Because of these data silos, they find themselves unable to understand their data well enough to fully grasp the performance of their marketing efforts. That's why consolidating and managing marketing data has become crucial for many businesses and marketers.

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If you’re running marketing campaigns on platforms like Facebook, Instagram, and TikTok, you need to consolidate your marketing data.

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Marketing data consolidation involves combining data from various sources to create a single, consistent view. By bringing together different pieces of marketing data, you can better understand customer preferences and behavior. This approach allows businesses to use predictive insights, connect more closely with customers, anticipate their actions, and identify new business opportunities.

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By employing the right data science methodologies, an organization can be better equipped to consolidate their data to measure their marketing efforts - but only if there’s a firm connection between what the analytics can deliver and what the business is trying to accomplish. In essence, what is the problem you are trying to solve and how you can use the collected data to answer it?

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Pro tip: Looking for a reliable partner to offer a top-notch data consolidation solution? Connect with Data Pilot for a free consultation!

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The Benefits of Data Consolidation in Marketing

Data consolidation involves the integration, harmonization, and centralization of data from multiple disparate sources into a single, unified dataset or repository.  

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In many organizations, data often resides in isolated pockets or silos, hindering accessibility and usability. Through the process of extracting, transforming, and loading (ETL), data consolidation ensures data is accurate, reliable, and aligned with the organization's business goals. This unification breaks down silos, enabling organizations to manage data effectively and unlock the full potential of their information assets.

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Data consolidation enables marketing departments to:

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1. Gain a full view of customers across channels: Considering the explosion of channels facing marketers today, this benefit can't be overstated - bricks-and-mortar locations, kiosks, call centers mobile, partners, e-commerce, social media and more. A key first step is to develop a strategy for accessing and integrating customer data and then analyzing multiple sources.

2. Become more proactive and effective: Marketing analytics can help organizations anticipate customer and market behavior and respond proactively. Marketing analytics includes solutions that perform statistical or data mining methods that enable you to develop and score predictive models based on combinations of variables.

3. Personalize marketing and customer engagements: Marketing analytics enable organizations to explore how customers in defined segments behave differently, and even predict customers’ likelihood to respond to different offers. Doing that enables them to tailor the timing, content, and delivery channel of offers to fit the preferences of customers.

4. Sharpen social media strategies: This goes together with personalizing customer engagements, with the added benefit of getting an ongoing 24x7 focus group of sorts. By using social media analytics, organizations get a candid external perspective, can identify influencers, and can complete the picture of customer value.

5. Engage your customers in real-time: Combining speed with intelligence can provide a competitive advantage in-person, online or on the phone. Real-time decision-making puts all channels on the same playing field and enables better customer care.

6. Visualize success across the enterprise: Data visualization brings analytics within reach of non-technical marketers, and therefore enables sharing, collaboration and decision-making to collectively become more efficient and effective.

7. Treat data as a strategic asset: If customer data weren't valuable, we wouldn't have hackers continually breaking in and stealing it. But locking it up in a vault is also not the answer. A balance must be struck between data access for analytics and privacy and governance to safeguard the interests of both the organization and the customers.

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As a marketer, referring to all the data you’re getting is wise. But at the same time, having the right practices and tools to make sense of this marketing data can ensure you enjoy its benefits.

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Success cases of companies who have benefitted from Consolidated Marketing Analytics

Many businesses, such as retailers, healthcare providers, and banks, are creating 360-degree views of their customers. This comprehensive representation of data helps them gain valuable insights and benefits.

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Sephora:

Sephora, a major player in the cosmetic beauty retail industry with both physical stores and an innovative online presence, has been using AI and data analytics since 2013 to understand consumer behavior.  

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Source: Sephora

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This approach has helped them enhance their marketing strategies, increase market share, delight customers, and build loyalty. By collecting customer data, they can predict preferences and offer personalized product recommendations. Using the Google Analytics 360 suite, Sephora's analytics team identified which online ads led to in-store purchases, resulting in a threefold increase in sales from digital advertising.

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Under Armour:

Under Armour, a sportswear giant, has ramped up daily engagement with consumers through mobile apps. Acquiring fitness leaders like MapMyRun, Endomondo, and MyFitnessPal, they built a massive digital ecosystem – boasting the world's largest online fitness community of 200 million. This data empowers them to deliver targeted marketing based on users' fitness journeys.

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Source: Under Armour

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Orlando Magic (NBA team)

A while back, Orlando Magic increased its fan engagement with its mobile app data and machine learning. This NBA team, once reliant on basic marketing analytics for ticket sales, now personalizes campaigns and analyzes game data with app insights. This strategy boosted attendance, with 100% season ticket holder app usage and a 20% jump in fan satisfaction with arena tech.

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Source: NBA

How Data Pilot Solves Problems Related to Marketing Analytics

Data Pilot has helped brands build a robust marketing data infrastructure and leverage it for better decision-making across several industries like retail and e-commerce, fashion and textile, media and advertisement, and food and beverages.

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Source: Data Pilot Marketing Analytics Dashboard

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We use the following to provide a lucrative marketing analytics dashboard:  

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• Data Consolidation: While building our dashboards, we consolidate data from multiple sources (Google Ads, Google Analytics, YouTube Studio, Meta Business Suite, Facebook and Instagram Page Insights and Shopify). We do this by building data engineering pipelines and skillfully visualize them to give actionable business insights.  

• Customer Insights: In our dashboards, customers are categorized based on buying behaviors, demographics, and geographies. The dashboard also offers actual and predictive lifetime value analytics for a deeper understanding of customer lifetime value.

• Predictive Modelling: AI and ML models are integrated into our dashboards to give spending recommendations by streamlining budget allocations and enabling cost efficiencies.

• Product Analytics: The dashboard gives a 360° view of your products by evaluating online and offline sales trends and customer perceptions (tracked via sentiment and social listening) and compare them with your overall competition.

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Want a fully integrated dashboard that tracks your marketing performance?

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Contact Data Pilot to help you build a data-driven organization to make smarter decisions and take advantage of the technology available to scale up your business. We are there to help you on your journey every step of the way!

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