Downstream Data Integration

We'll help your organization tie all of its data together

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

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.

FoundSM is proud to be a corporate member of the Digital Analytics Association (DAA). The DAA is a 5,500+ member organization focused on making the digital world better through the use of data.

As a data-driven organization, FoundSM is constantly looking at ways our employees can continue to grow and enhance their marketing skills. Our team learns new techniques and technology through DAA that we can bring to our client campaigns.

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Campaign Optimization

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 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

Data Integration Tools

Here are a few things to keep in mind when selecting a data integration platform for your organization.

Cloud Compatibility

Your new tool should be able to connect to a single, multi, or hybrid cloud environment. If it doesn't, contact one of our data integration experts today.

Right Connections

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 and experience levels can access the data.

Open Source

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.

FoundSM is proud to be a Google Marketing Platform Partner, certified in Google Analytics. FoundSM is the only agency in the state of Indiana to achieve this certification.

As a data-driven organization, FoundSM is constantly looking at ways our organization can continue to grow and help our clients.

Google Marketing Platform Cert

What is Third-Party Data and Offline Conversion Tracking?

Using third-party data and utilizing offline conversion tracking is very important to integrate downstream data. Here are quick explainers of both:

Third Party Data

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.


It’s just as important to track offline data, to give you an accurate picture of how the performance.


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.

What to Expect with Downstream Data Integration

Setting up data integration requires multiple steps to ensure that you are set up for success.  Here is what you can expect:

In-depth Overview

An initial meeting with your team to discuss what tools you are currently using, what data you have on-hand, and what data you would like to see.

Data Integration

After the initial meeting, we will get started on integrating your data into one location.


Once your data is integrated into a warehouse, we can create reports to help you better understand and visualize the information.

Our Expertise

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.

Contact Us

Get in touch.