How to collect the data you need to bootstrap your digital marketing analytics

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To a large extent boot-strapping your marketing activities with data, resolves around the collection of data of two or three specific domains depending on the scope of your business.

• Campaign Activity: Be it from Digital Marketing, pushing ads such as Facebook or Google ads, or more through email service providers/marketing automation.
• Clickstreams: Provides an understanding of the customer journey on site and the different factors that contributed to a conversion. Leveraging clickstream data allows to be able to properly attribute conversion to specific campaigns.
• Sales: Digital Marketing for e-commerce websites revolves around generating online sales. These should be tracked and the campaign spend should be optimized against this objective.

Use Cases

There are quite a few use cases around marketing analytics, but we can easily show how these data sources of Campaign Activity, Clickstreams and Ecommerce sales can drive some of the biggest marketing analytics use cases such as media-mix modelling, marketing attribution and churn prevention.

Media-Mix Modeling

Media-mix modeling (MMM) allows to get an understanding of how to shift your budget…