Data Management

Data Management,

Marketing mix modeling (MMM) is a measurement approach based on statistical analysis of historical data. It can predict which factors, including spend in the different channels, are affecting sales or any other conversion KPIs. As we transition to a privacy-first online environment, many companies are looking to adopt MMM to measure marketing efficiency. In this ...

12-MINUTE READ | By Zach Bricker

Most marketers agree that non-cookie measurement methods will have a big impact on advertising. But, implementing these methods requires a certain level of analytics capability and access to the right data. You might find yourself asking: Keep reading to learn more about the analytics maturity model, how to figure out which step you’re at, and ...

12-MINUTE READ | By Pieter van Groenendael

Any effective digital marketing strategy is built around one thing—data. Anyone who has suddenly been served ads for a product after being to a specific website knows their data is being collected. This strategy is certainly not new. Marketers have collected data for a long time. Back in the ’60s, media mix modeling was already ...

14-MINUTE READ | By Lee Dor

Exporting data from Google Analytics—or Universal Analytics—to Google BigQuery: Saving your historical data

After nine years of dedicated service, Google Analytics— or Universal Analytics—will finally step down and give the crown to its successor—Google Analytics 4. Google Analytics has been around for 15 years, and for the very first time, Google gives the platform a complete makeover. This time we’re not only talking about a brand new UI, ...

6-MINUTE READ | By Joy Huynh

Our mission at Supermetrics is to enable you to turn your marketing data into opportunity. To do that, one of the first things you need to do is have that data where you need it when you need it. To help bridge that gap, the Supermetrics data pipeline offers a range of integrations that enable ...

4-MINUTE READ | By Aleksander Cardwell


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