Data Management

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 ...

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 ...

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 ...