By Joseph Prunty, Director of Strategic Alliances
If there is any single major change that has occurred in the Marketing profession in the last decade it’s the availability of data to prove the value of our efforts. Too often, this data continues to live in siloes waiting for data analysts to work their magic to transform it into actionable insights – if they ever get the time to do it.
Siloed data does not provide much value. This is where business intelligence and data visualization solutions come into play. Combining multiple data sources – both structured and unstructured – can yield insights that were previously impossible. Is there some trend in your Facebook and customer chat data that gives you insight into new products or services? Can you tie an uptick in average order value to an increase in visits to your Pinterest images?
Data visualization tools are essential to making these insights possible. But just as important are data transformation and management tools. Once the province of data warehousing professionals hiding out in the depths of the IT department, these capabilities are at the heart of Digital Marketing. Terms like “extraction-transformation-load” and “data marts” are now finding their way into the language of marketing.
Numeric Analytics focuses on helping the Digital Marketing professional make sense of these tools and effectively integrate them into their teams. To this end, we’ve partnered with TMM Data. They provide a powerful solution as a data management platform with the goal of simplifying data integration and processing.
The key benefit of TMMData is that it enables your company to pull together data sources that are structured and unstructured, in-house data (chat, sales), third party data (Facebook, YouTube), and Analytics data. Once integrated, a singular data file can be uploaded into a visualization tool providing expansive and adaptive capabilities for robust data analysis. Better data means better business decisions.
TMMData provides a flexible web-based tool to create, integrate, process, and manage your data.
If you are managing very complex environments with many data sources, TMM data may be something to look at. Two examples we have seen with our clients are the following:
Key Performance Data
At Numeric, our methodology ensures that we tie our analytics work back to a company’s key performance indicators (KPI’s.) So, when we had a client with many disparate sources of data (over 10) that were needed to truly understand the levers that move the business, we looked to TMMData for a solution. By integrating all the data sources, with unique and custom requirements, we enabled a single source of truth for analysis. This is a powerful result and even more importantly the insights were able to be published and shared easily throughout the company.
Marketing Campaign Data
A recent study revealed that the Marketing function is trying to manage the greatest amount of Enterprise Apps – 61 apps! The next closest was HR with 31 apps in their environment. TMMData enables customized campaign and tracking code data and helps to simplify and automate marketing data. The need for this is clear, with 61 apps in the environment; a marketer can’t possibly manage the data manually. TMM Data has solutions that make this process simple and saves time throughout the process – allowing the customer to have accurate and timely data. For one client, TMM Data provided a data automation solution that saved 30 hours a week!
