The explosion of digital marketing has accelerated at an even faster rate than we could have imagined as the COVID-19 pandemic, for a period of time, forced us all to step away from the real world and onto the screens found in our homes, in our pockets, and even on our wrists!
For marketers, the ability to cope with such a rapid change in consumer’s digital behavior is no new thing. In fact, the martech landscape has grown at a rate of 5,233% between 2011 and 2020, according to chiefmartec.com, showing that digital marketers are well equipped to handle all this new data being thrown at them… or are they?
The digital landscape is vast and it’s made up of so many different marketing platforms. This in itself offers marketers so many touchpoints to connect with consumers but, at the same time, it adds a whole new layer of complexity when it comes to aggregating all of the Marketing data from all these different sources and using the insights to report accurately and efficiently on campaign performance. Gathering the marketing data is one thing but where the real value lies is in understanding it to be able to make informed and intelligent business decisions.
As the old saying goes, ‘Time is money’.
So why then do marketers and agencies continually waste time manually trying to analyze and report on data across so many different platforms, when, by automating the process, you can do it faster, better and, perhaps most importantly, have it all in one place? Data is the vital element in assessing, measuring and optimizing campaign performance, so viewing and understanding marketing data should be simple, it should be accessible in real-time and it shouldn’t require having to outsource to developers.
Take product management tool Wrike, for example, which recently launched a suite of new AI tools to help keep its customers’ projects on track. As part of that announcement, we partnered with Wrike to provide another major feature as part of its launch, which enables digital marketers to pull in data about campaigns from around 50 different advertising, marketing automation and social media tools, and have it all displayed from within the Wrike experience.
Another example is AdRoll – the retargeting and prospecting platform offers advertisers the ability to create personalized ad campaigns to over 500 ad exchanges, including Facebook, Twitter, Instagram and Google. It automatically loads import costs data into its system using Improvado, enabling users to view all the numbers and data in one place.
Both of these companies are offering marketers something of value and something that they just aren’t getting elsewhere – extracting data from various data sources, transforming the data, and loading the results to one single final destination. From there, marketers have the ability to pull sales and marketing data at all sorts of granular dimensions, ranging from campaign level, geo level, ad level and keyword level, to visualize the data and identify actionable insights based on their dataset.
From a marketers’ perspective, this means no ongoing investment in building your pipeline, which in itself would take months to build, not to mention having the capability to support all the different connectors from across the ecosystem.
Marketers need no longer be at the mercy of non-scalable manual processes. When it comes to data, sometimes the smartest move is simply to hand these processes over to the robots, not only saving on costly developer resources but saving valuable time which could be much better spent on something else. In such a fast-moving field, having all that data at your fingertips from a single dashboard isn’t just invaluable but it’s smart business sense.