across channels. If you use CRM software tools , you’ll know how difficult portugal mobile database it can be to accurately translate this data into ROI measurements.
Part of the centralization process is standardizing your data. Instead of lookin mahdi pouryousef architect g at each channel’s ROI in isolation, it allows you to compare similar channels and understand which channels are performing better and which are lagging behind. This allows you to tailor your campaign strategy and reallocate budgets accordingly.
Improving efficiency
When you put it all together, it’s clear that centralizing marketing d thailand data ata drives greater efficiency. That’s because it helps all of your teams collaborate effectively and pull everyone in the same direction.
Because everyone has access to the same data, there’s no time wasted requesting data and waiting for it to arrive before moving on to the next part of the task. As a result, your business operations run much faster and more smoothly.
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How to centralize your marketing data
Hopefully, you’re convinced that centralizing marketing data is a good idea. But how do you actually achieve it in practice? Here’s a four-step plan to get you there.
Assess where you are
First, you need to conduct a complete assessment of your current position. You need to understand your current capabilities, including the capabilities and limitations of your technical infrastructure. A key point to determine is whether you can build on your current software or whether you will need to start from scratch.
Legacy code can cause problems here. If your technology stack relies on legacy code, it may not be possible to achieve data centralization by simply adding it. Implementing data centralization means integrating disparate applications, such as marketing SEO tools , CRM, CMS, and business intelligence software. Trying to do this with persistent gaps between different modules can result in security issues.
Create a dedicated space for your data
The next step is to decide where and how you will store your data. This basically comes down to choosing between using on-premises servers or choosing a cloud option. If you decide to go the on-premises route, it means purchasing a lot of expensive hardware and having technical teams to maintain it.
So it’s understandable that many companies these days prefer to use a cloud data lake or warehouse for this purpose. It’s a much more flexible and scalable solution. Using a third-party platform has the added advantage of you benefiting from built-in security protocols.
Integrate your data
Once your designated space is ready, you can begin the process of integrating and consolidating your data. In some ways, this is the most difficult part of the job. This is because it involves transforming the data into a uniform format, which is not always easy. The right approach is to create specific data fields for specific metrics, which can be named differently across channels.
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It’s important to get this right because it will have a big impact on your analysis. When you normalize your data, it supports accurate reporting and analysis that can help you gain new insights into your marketing campaigns.
Share data
Finally, set up a dashboard where you can stream all the data you have collected for analysis purposes. This needs to be user-friendly and have an intuitive interface so that anyone can use it without the need for extensive training programs.
One of the great things about centralizing your data is that you’ll have a wider range of options for visualizing your data. This makes it much easier to identify themes and trends, which can help you refine and improve your campaign strategy