Data Management

Imagine analyzing data from a “Special Discount” campaign six months later. Unless you’re blessed with an exceptional memory, you’ll find it impossible to remember details such as its purpose, audience, or the period it ran. This is why having a well-structured naming convention and marketing data governance will make analyzing and reporting your campaign much ...

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 ...

For almost three decades marketers have been relying heavily on third-party cookies to track users across the internet and deliver targeted ads. But now, we’re entering a new chapter without them. Even though third-party cookies have been the talk of the town, they’re just the tip of the iceberg. In this article, I’ll discuss the ...

When it comes to automatically collecting data from different sources for your analytics and reporting tools, you’ve got two options—build your own data pipelines or buy it from a third-party provider like Supermetrics. In this article, I’ll compare them to help you make an informed decision.  Time to market Building your marketing data pipelines involves ...

At Supermetrics, we’ve always been big advocates of storing marketing data. We believe all marketers should have control and ownership of their data, not only to keep it safe but to get more value out of it. In this blog post, we compare our new product feature, Supermetrics Storage, to setting up and managing your ...

Marketers often run campaigns across several channels, and without bringing data from these sources together, you’re missing out on the full picture. That’s where data blending comes in handy. Before you say, “Data blending is a data analyst’s thing,” I’d say it’s not entirely true at all. There are many tools that can help you ...

Since we introduced the Supermetrics Marketing Intelligence Cloud in 2023, data transformation features like custom fields and data blending have quickly become our users’ new favorites. In this article, I’ll discuss seven ways you can use custom fields and data blending to manipulate, customize and get a holistic view of your data, including:  Manipulate and ...

“Why do we bother with marketing reporting?” That’s the basic question I ask marketing leaders when giving talks on marketing measurement strategy. Marketers do reporting to see how they’re doing against their goals and identify the best channels for investment. And if you’re an agency, you’re probably building dashboards and spreadsheets because your clients expect ...

Despite managing large marketing budgets, many senior marketing leaders find it difficult to connect the dots and prove the impact of marketing. After working with thousands of companies across different industries and sizes to solve their measurement problems, we’ve recognized that most companies are missing a key piece in their measurement strategy—understanding the incremental impact ...

The end of third-party cookies is a one-two punch for marketers. It’ll limit how marketers track and measure marketing and deliver targeted ads. Investing in a first-party data strategy will help marketers adapt beyond the cookie crumbles. In this post, we’ll discuss everything you need to know about first-party data and how to take advantage ...