Why Integrated Data Is Important for Marketing ROI
There is a lot of information in the world of marketing. Trends come as quickly as they go, so it can be overwhelming when marketing professionals try to analyse what activities are helping them meet their targets.
Marketing is an ever-changing landscape, so it does not come as a surprise that data integration is rising in popularity. Data integration is a crucial tactic used by marketers to measure the combined effect of all their activities.
Data, Data, Data – But What Data?
When running a paid digital campaign, you do not need an overly complex strategy to find yourself lost in several spreadsheet tabs trying to match search. It can be time-consuming to wade through different social media channels or programmatic ads by product categories, clients, and regions.
If paid ad campaigns could tell the story clearly, marketers would have it a lot easier. Lots of related data sets do not have the same meaning when analysed alone. But if marketers were to get a comprehensive picture of all their activities, complementing data sets are needed.
So, how can marketers fully measure the effectiveness of their digital ad campaigns without also measuring if sales, downloads, applications, or subscriptions were affected while these campaigns were live?
We have the answer.
Automation + Visualisation = Where the Magic Happens
The secret lies in automated data integration. By utilising this feature, you will find all your data sources in one single environment. Make use of business intelligence software that automates integration and visualisation of disparate data sources.
Since new data is created by the second, the automation of fetching, sorting, and storing processes gives marketers real-time data without needing to manually integrate spreadsheets. This level of efficiency not only saves thousands of pounds in time and resources, but also makes ad budgets go even further since activity adjustments can be made based on real-time information. Fast improvements can be measured as they happen.
This powerful combination creates those real actionable insights that marketers come to rely on for data-driven decisions. With data combined in one place, it becomes possible to correlate marketing activities and analyse them as they happen.
The integration of insights provides so much more than just facts, figures, and graphs. Not only does it provide real marketing intelligence for the whole team, but it maintains a data pool that can become the bedrock for advanced analytics modelling.
Such predictive modelling is where past data is analysed to forecast future behaviour. This is utilised in several marketing settings, such as sales forecast and product innovation. Most importantly, predictive modelling can help marketers understand what drives their customer’s behaviours, allowing them to adapt their campaigns accordingly to achieve the best results.
When your data is sorted, arranged, and visualised correctly, you can make fast strategic decisions.