Data Integration

Marketing mix modeling (MMM) seems like the next big and shiny thing in marketing. Even though the technology has been around for decades, it has become more relevant than ever since the movement toward privacy-first marketing. Besides that, MMM is a fantastic marketing measurement method that can tell you the true impacts of your marketing ...

Out-of-home (OOH) advertising is a great way to reach your audience offline—think highway billboards or bus wraps. But unlike digital channels, which offer precise tracking and real-time data, it’s much harder to report and measure the impact of offline OOH. That’s until now. In this article, I’ll discuss how Custom Data Import—a brand new feature ...

As a solutions engineer at Supermetrics, I work with global brands to tackle their biggest marketing challenges. I’ve witnessed firsthand how the disconnect between offline and online data cripples seasonal campaigns—Black Friday, Christmas, etc. Marketers often find themselves drowning in data silos —separate systems, incompatible formats, and a general lack of integration.  This makes it ...

If you’re running marketing on Facebook—both paid and organic—you probably rely on the native reports provided by the platforms to keep track of your performance. But let’s say you want to go even more granular with your data and/or combine Facebook Ads data with other data. How should you go about it? This is where ...

As marketers, there’s nothing more important than understanding your audience, figuring out what keeps them up at night, and showing how your brands can make their struggles disappear. And that’s exactly what zero-party data will help you achieve. Especially with the end of third-party cookies, zero-party data and first-party data will become your most valuable ...

For marketers and analysts, having a complete view of marketing performance is crucial. But what happens when important data sits outside the usual digital channels? Maybe it’s offline campaign data from TV or out-of-home ads, on-site event conversion data, product data from legacy systems, or even custom files from clients. Introducing Custom Data Import—a new ...

With third-party cookies declining due to privacy rules and ad blockers, marketers face the challenge of maintaining effective targeting and performance.  Enter Conversions APIs (CAPIs). They let you upload your first-party data straight to ad platforms, ensuring accurate targeting and on-platform attribution. With improved signal quality, ad platforms can optimize their algorithms, leading to better ...

Marketers, advertisers, and agencies face the challenge of scattered marketing data regularly. New marketing channels appear all of the time. This means that more data is available for business decision-making. It becomes challenging for marketers to handle all this information. The data pool becomes too large and messy, slowing your reporting processes and impacting your ...

If you’re running marketing campaigns on multiple platforms—Facebook, Instagram, TikTok, etc.—you need marketing data integration. Marketing data integration is the process of combining marketing data from different sources to create a unified and consistent view. Being able to assemble separate marketing pieces gives you visibility into your overall performance and how marketing contributes to business ...

My rudimentary knowledge of SEO tells me that you’re probably somewhere in the middle of our marketing funnel and are comparing alternatives to Supermetrics. Otherwise, why would you be reading this? If you’ve made it this far into the evaluation process, it’s time you learn about our philosophy for how we approach data at Supermetrics. ...