It’s normal to use a variety of data tools for your business, but how can you easily view all of your data in one cohesive place? This is where our expert team comes along! Our downstream data integration allows for eCommerce data, CRM integration, and marketing analytics all to consolidate data into one single place to allow for an easy overview of your business.
What is Downstream Data Integration?
Downstream data integration is the process of combining data that comes from multiple sources into one, single easy to use location. The common process is called Extract, Transform, and Load (ETL), and this takes data from the source and delivers it for data warehousing. When your data is integrated into one location, it ultimately makes data reporting much more effective. When your data is more effective, you can begin to make actionable goals and report more accurately.
Types of Data Integration include:
- Hit-data Import – includes event tracking, page tracking, social interaction, and eCommerce hits
- Extended-data Import – includes user, campaign, geographical, content, product, and custom data
- Summary-data Import – includes cost data, i.e. 3rd party, ad network clicks, cost, and impression data
Why is Data Integration Important?
A typical organization will have an abundance of data from various sources. For example, you may have a CRM, website traffic data, marketing automation software, partner data, sales, customer systems, and more.
All of these data sources hold valuable information that other departments could use to inform a sales strategy or your next customer engagement strategy.
Ideal Benefits for Integrating Your Data:
- Improving collaboration across departments
- Saving time and boost efficiency
- Reducing errors and duplication of work
- Garnering more valuable real-time data
- Improving targeting and bidding for campaigns
If you use third-party data and offline conversion tracking, you can integrate those into your collective data, as well.
An important benefit of data integration is that it provides the necessary insight to improve your campaign bidding and targeting. When you can see your third-party data and offline conversion tracking all together in one concise area, you gain access to accurate, real-time optimization of qualified leads, appointments, or sales.
Data integration offers a better understanding of what conversion types for customer acquisition are in each channel. With data integration, you can:
- Determine which marketing channels, business units, or services convert better
- Optimize call tracking platforms that have identifiers to determine if a call is a lead
- Improve forecasting
- Work with service lines to better use paid search
- Advise on budget allocation
- Optimize based on profitability and KPIs
- Utilize call centers that fill out a form for each call to determine if a call is a lead
- Explore cross-channel attribution
What is Third-Party Data and Offline Conversion Tracking?
Third-party data is data that is collected by data providers or data management platforms, in order to become more educated on particular audience profiles.
This information can be bought by companies to assist in their marketing efforts and grow already existing data sets, which will increase audiences.
Third-party data is collected by companies with no direct connection to the consumer.
Offline Conversion Tracking
Do a majority of your conversions and sales occur in person and offline? If so, that’s data we can include as well too.
It's just as important to track offline data, to give you an accurate picture of how the performance of something did.
In order to track these conversions, the FoundSM team can help you set up a system where you can correlate your offline conversions with your online marketing data.
Data Integration Tools
There are lots of different data integration platforms available in the marketplace but there are just a few things to keep in mind when selecting a tool for your organization.
Your new tool should be able to connect to a single, multi, or hybrid cloud environment.
Know what tools you need to integrate and make sure there is a way to connect that data with any new integration tools you may implement.
Ease of use
A data integration tool should provide an intuitive user interface and user experience, so that audiences of all ages, genders, and experience levels can access the data.
A data integration tool that is open source is typically a more flexible tool, as the advantage of crowd-sourcing provides flexibility, agility, and cost-effectiveness.
What to Expect with our Downstream Data Integration Solutions
When we are first setting up data integration with a client, there are a number of different items that we must do in order to make sure that you are set up for success. Here is what you can expect from us during this part of our engagement:
- An initial meeting with your team to discuss what tools you are currently using, what data you have and would like to see.
- After the initial meeting, we will get started on integrating your data into one location.
- Once all of your data is integrated into our warehousing, we can set up reporting for you to get a better picture of your data.
Our team of data analysts and marketing analytics experts is here to assist you with the process of defining your KPIs and Measurement Plan. We can help you to identify which metrics matter most to your business and help you to make educated decisions.
Contact us today to see how our team of marketing analytics experts can help your organization.
Found Search Marketing has a long track record of success with a long list of happy clients who love to refer us business, which we believe is the ultimate measure of credibility and expertise. Basically, we know our stuff, and the companies we work with think so, too.