Data Management

Unlike digital channels, which offer precise tracking and real-time data, it's much harder to report and measure the impact of offline OOH. Learn how Custom Data Import—a brand new feature in the Marketing Intelligence Platform—can help you integrate offline OOH data for better tracking and measurement. ...

Discover how to elevate your seasonal campaigns by integrating diverse data sources using Supermetrics' Custom Data Import. This guide provides step-by-step instructions to help you gain deeper insights and improve your marketing performance. ...

Explore the significance of zero-party data—information customers willingly share with brands—in enhancing personalization as third-party cookies become obsolete. Learn how to collect and leverage this data to build trust, improve customer experiences, and drive marketing success. ...

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. ...

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. ...

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 ...