Marketing data sources

Marketing Analytics for Business

Sarah DeAtley

Principal Data Scientist

Marketing data needs

 

silo image showing engagement, cost, revenue, and campaign attributes

  • Marketing data is dispersed across sources
  • Need engagement, cost, revenue, and campaign attributes
  • Revenue stored separately from engagement data
  • Analysts combine across all channels
Marketing Analytics for Business

Campaign attributes

  • Campaign attributes are a type of metadata

Metadata: data that describes data

  • Examples:
    • Campaign name
    • Campaign ID
    • Campaign type (e.g., one-time versus recurring)
    • Campaign audience

Marketing Analytics for Business

Marketing performance by data source

  • Business health data is stored internally
    • Product type
    • Order quantity
    • Revenue per order
    • Customer ID
  • Marketing health data is stored by advertisers
    • Campaign ID
    • Campaign spend
    • Cost per click

business newspaper

dashboard with marketing metrics

1 Adeolu Eletu on Unsplash 2 Stephen Dawson on Unsplash
Marketing Analytics for Business

Marketing channel granularity

 

  • Offline channels (TV, radio, billboards) are the least granular
    • Data is not associated with individual customers
    • Aggregated at campaign and tactic level

 

  • Online channels are the most granular
    • Data ties to device and browsing behavior

table labeled Offline Campaign Reporting showing week, campaign,and audience reach estimate

  table labeled Online Campaign Reporting showing date, campaign, device, country, cost per click, and click volume

Marketing Analytics for Business

Advertising data

 

image of graphs and reports

  • Advertisers are source for cost and campaign attributes
    • Co-locate media execution and reporting

 

  • Marketers use advertiser platforms to:
    • Launch campaigns
    • Set spend limits
    • Assign success metrics
    • Enter metadata
1 Photo Mix from Pixabay
Marketing Analytics for Business

Audience targeting data

Marketers use third-party tools to align audience definitions across advertising platforms

DSP (demand side platform): media spend by target audience across advertisers

DMP (data management platform): centralized audience and campaign engagement data

target audiences icon for parent and cyclist with DSP and ad spend on the right and DMP ad engagement on the left

Marketing Analytics for Business

Audience targeting analysis example

 

  1. DSP for target audience ID and spend

  2. DMP to filter users and engagement by target audience ID

  3. Internal data to see all users for your KPI

  4. Compare internal data to DSP spend + DMP audience data

process listing DSP spend, then DMP engagement, then internal data, then compare internal to DSP and DMP

Marketing Analytics for Business

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Marketing Analytics for Business

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