Written by

Alex Benou

7-10-2017

A reality in the data

By using your company’s data you can create an imperfect representation of the reality surrounding it. This representation can be used to gain useful information and insights on your marketing processes. However, combining data from multiple marketing solutions is not an easy task.

A reality in the data

The abstract process of transforming raw data into actionable insights, has the irrevocable effect of certain subtleties being lost. The more granular your data extraction process, the more intelligence can be gained. However, increased granularity does come at a cost. Because we connect with a multitude of online marketing platforms, standardisation and generalisation is key. A major challenge was to find an equilibrium in this process: finding data that had enough resolution, yet could still be handled and standardized to create the all-in-one solution that is IKUU. By utilizing data, we create an imperfect representation of reality. Since this approximation of reality is still miles ahead of random guessing or using your gut feeling, this representation can be used to distil information and insights. These will allow you to make better and faster decisions.

Ingestion

IKUU is based around a standardized data view. We established it by analysing the information available in different marketing automation solutions (Hubspot, Pardot, Mautic, etc.), web traffic platforms (Google Analytics, PIWIK), eDM platforms (Mailchimp) and advertising platforms like Google Adwords.

The data from each platform is ingested, using our custom ETL tool, and standardized to fit the needs of our marketing intelligence solution.

Integration

Information is worth nothing if you can’t draw actions from it. That’s why all data should be combined after the ingestion process. Combining the data of all your online marketing solutions might be one of the most time-intensive tasks when it comes to online marketing. All marketers use a handful of solutions that won’t integrate that well with each other. However, integrating these tools is crucial in the process of understanding your marketing efforts. Combining the data of multiple tools is often referred to as ‘breaking-the-silo’; a metaphor which is quite apt since the integration process mainly relies on the combination of data in different, separated entities containing information. In our case data is mainly combined on the timestamps associated with the activities that are performed by potential customers.

Reporting

Next the actionable information that was created by integrating the different silo’s needs to be carefully filtered and selected, to fit the information needs of marketers. IKUU Reporting does this for you. Relevant information, that has been carefully selected, will feature in your weekly report. This information will increase the quality of your decision making and will give you grip on the performance of all your marketing tools; while saving you hours each week!

With IKUU, we have embarked on a journey to make all digital marketing activities easier, hassle-free and better. Hop aboard and join us!

Written by

Alex Benou