Businesses of all sizes must utilize data-integrated marketing strategies to remain competitive with the modern consumer. As a marketing leader, you’re tasked with exploiting valuable data sets and transforming them into revenue opportunities. A genuinely successful data integration strategy unlocks the possibilities in your organization’s first- and third-party marketing data so you can deliver personalized content and experiences across all touchpoints. Here are some tips for integrating data into your marketing strategies:
What is data integration?
To maximize your marketing ROI, you need to understand how each channel performs, where your customers are, and what touchpoints will help drive them to conversion. All of these insights can be gained by utilizing data and marketing metrics.
Data integration is bringing together various marketing metrics and gaining insights from the data collected. Campaign analysis and data integration are critical steps in the marketing process. Data integration helps marketers understand how customers engage with their campaigns, what content is performing best, and how they might improve their digital strategies.
Integrating data can be done at either a macro or micro level. At a macro level, you can integrate all your customer data into one place for easier access (and for some advanced analysis). At a micro level, you might not want or need all of your customer data integrated; instead, you could integrate two pieces of information (like email addresses) so that they’re easy to find when needed.
With a marketing partner like Adroll, you can access macro-level marketing analytics tools and a team of professionals who can help you create effective campaigns across all channels. With the Adroll Cross-Channel Performance Dashboard, you can “see campaigns holistically, analyze performance, run reports, gather insights, and optimize for ROI.” With your customized dashboard, you can easily understand all aspects of your campaign from, CPM trends to conversion rates, and discover areas for improvement. Adroll’s analytics tools get data-driven insights to help your team cut costs and improve customer engagement.
Why is data integration important?
Data integration is essential because it allows you to take advantage of all your data sources. When you combine data from multiple sources, you can create a customer profile that includes everything from their name, age, and gender to their social media activity, purchase history, and more. This type of information allows you to create a complete customer journey that shows how they interact with your brand or product across different channels—and how their journey may change over time.
Finally, integrating your data into one place makes it much easier for marketers like yourself to decide which marketing tactics work best for your target audience and what changes should be made in future campaigns based on this new information. You’ll have a clear understanding of your customer’s pain points and data that may help you create a cost-effective solution that improves the experience for your customers.
Using data to measure campaign success
Before you start integrating data, it’s essential to define the problem. To do this, you must figure out what goals and metrics are most important for your brand or project. Utilizing a marketing partner like Adroll can help you organize your marketing metrics and determine which stats are more important for each project. You can quickly see all of these data points from your campaign dashboard.
Data integration is the key to unlocking the possibilities in your organization’s first- and third-party marketing data so you can deliver personalized content and experiences across all touchpoints.
While planning your campaigns, remember that data integration isn’t just about understanding your customers. It’s also about understanding how your channels work together to drive conversion. When you have these two things in place, you can deliver a more personalized experience across every touchpoint that matters to your customers.