With great power comes great responsibility. When you collect and manage data, it's essential to do so with care—because mishandling it puts your customers' sensitive information at risk.
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6-MINUTE READ | By EE Turunen
Data Management
We aren’t cookieless yet—but it’s coming, and marketers are freezing up. This is where serve-side tracking can help. Since it allows you to collect and process data on your server rather than relying on users’ browsers, it improves data and targeting accuracy. ...
10-MINUTE READ | By Ilkka Särkiö
In this article, I'll walk you through six more use cases, including comment and creative analysis, traffic sources summary, attribution report, and more.
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5-MINUTE READ | By Tea Korpi & Mick Chaveroche
In this article, we’ll explore why third-party cookies are controversial and distinguish between fact and fiction. This will help you understand how to adapt your strategies for a privacy-centric world. Let’s dive in. ...
6-MINUTE READ | By Milja Nevalainen
In this article, I’ll show you how to move Excel data into BigQuery Supermetrics’ new feature, Custom Data Import. ...
3-MINUTE READ | By EE Turunen
MMM is a fantastic marketing measurement method that can tell you the true impacts of your marketing campaigns and investments. As a Solution Engineer at Supermetrics, I’ve seen many clients struggling to get their model right, and most of the time, it’s due to the lack of a solid data foundation. So, let’s address that. ...
5-MINUTE READ | By Pieter van Groenendael
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.
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3-MINUTE READ | By Larry Hill
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. ...
3-MINUTE READ | By Nitin Patkar
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. ...
6-MINUTE READ | By Jack Bitcon
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 ...
6-MINUTE READ | By Milja Nevalainen
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 ...
6-MINUTE READ | By Ilkka Särkiö & Kelly Duval
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 ...
6-MINUTE READ | By Bartosz Schneider
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 ...
5-MINUTE READ | By Jessica Wei
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. ...
3-MINUTE READ | By Laura Määttä
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. ...
8-MINUTE READ | By Courtney Waganer
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 ...
5-MINUTE READ | By Tea Korpi
“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. ...
5-MINUTE READ | By Evan Kaeding
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. ...
10-MINUTE READ | By Michael Kaminsky & Kathy Murillo
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 ...
9-MINUTE READ | By Pieter van Groenendael & Bani Kaur
Marketing is getting more technical, and it requires marketers to work well with different tools and platforms and use data to make decisions. But, working with big data seems impossible if you’re starting from a more traditional, non-technical side. The secret is if you’re just getting started, rather than jumping head-first and learning different languages, ...
8-MINUTE READ | By Khrystyna Grynko
As we’re transitioning to a privacy-first digital marketing world, marketers need to move away from tracking methods relying on clicks, such as multi-touch attribution. Marketing mix modeling (MMM) isn’t a new technology for measuring marketing. ...
12-MINUTE READ | By Zach Bricker
As of July 1, 2023, Universal Analytics (UA) has officially reached its sunset phase, and with this end of service, your UA properties will stop gathering new data. Taking over in UA’s place is Google Analytics 4 (GA4), a new version of Google Analytics. It has a lot of core similarities to UA, but there ...
6-MINUTE READ | By Isha Shinde
“If I have one dollar to spend on advertising, where should I spend it, and how much will I get in return?” There’s so much pressure on marketing leadership to prove the ROI of marketing and figure out the best channels to spend the marketing budget. ...
15-MINUTE READ | By Supermetrics
In marketing, data reveals a lot about your audience and business performance. That’s why marketers love collecting data and, sometimes, too much of it. Gathering and using data can be a double-edged sword. If you don’t take it seriously, you can break your customers’ trust and put them at risk. ...
10-MINUTE READ | By Kurre Ståhlberg
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. ...
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. ...
14-MINUTE READ | By Lee Dor
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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. ...
4-MINUTE READ | By Aleksander Cardwell
When I started my career as a research analyst in 2006, marketing was much easier than it is today. The industry was less crowded. Search opportunities in both organic and paid advertising were huge. Direct response ads were at their heyday. Marketers could track pretty much everything. Probably, the hardest challenge was getting siloed marketing ...
5-MINUTE READ | By Mikael Thuneberg
Every organization is on an analytics journey. Some are quite far along, while others are just getting started. At Supermetrics, we provide solutions to help customers wrangle their marketing data and analytics, no matter what stage they’re at. From freelance marketers and small agencies to Fortune 500 companies, you’re in good company with us. ...
9-MINUTE READ | By Evan Kaeding
It seems like data lakes are all the rage these days. Why is that? And more importantly, if you work with marketing data, why should you care? And if you do care, but don’t know how to query data in your cloud storage bucket from BigQuery, how would you go about doing that? In this ...
9-MINUTE READ | By Evan Kaeding
If you’ve ever dealt with marketing data, you’d probably agree that siloed data is the number one enemy of effective reporting and analytics. And while cloud-based data warehouses like BigQuery and Snowflake are great solutions for integrating, storing, and analyzing large volumes of cross-channel data, many analytically mature companies have recently started adding a new foundation to their data architectures. ...
6-MINUTE READ | By Supermetrics
You know how your marketing data lives across dozens of different platforms, including — but definitely not limited to — Google Analytics, Facebook Ads, LinkedIn, Google Analytics, and/or Salesforce? A cloud-based marketing data warehouse (like Google BigQuery, Snowflake, or Azure Synapse Analytics) allows you to centralize all that data into a single destination. ...
24-MINUTE READ | By Riku Mikkonen
Ecommerce merchants and marketers have one major advantage over brick and mortar retailers: data. When your shoppers come from the internet, you can measure almost every aspect of your interactions with them. However, that advantage doesn’t count for much without a system for making sense of your data. Many companies think they already have a ...
8-MINUTE READ | By Kaleigh Moore
Like most fast-growing SaaS companies, we use a ton of data to track and spur our growth at Supermetrics. A big part of the credit here goes to our 3-person growth team, who is in charge of tracking and analyzing our marketing and sales performance as well as sharing their insights with the rest of ...
6-MINUTE READ | By Riku Mikkonen
While you’ve always been able to use common data extraction schemas in Supermetrics for BigQuery, you might occasionally also want to pull metrics that aren’t covered by a standard schema. To tackle this need, we’ve launched a new feature: the schema builder. The schema builder offers an easy way for you to create custom data ...
4-MINUTE READ | By Riku Mikkonen
In the marketing context, the words ‘database’ and ‘data warehouse’ are often used interchangeably. However, as you’ll soon learn, the two concepts have a few fundamental differences. But before we jump in, let’s quickly define both terms. What is a marketing data warehouse? A marketing data warehouse is a cloud-based solution for storing and analyzing ...
6-MINUTE READ | By Pinja Virtanen
8-MINUTE READ · By Dino Mahi Spreadsheets have long been the staple for marketing data analysis. However, the ever-evolving needs of customer and marketing data analysis are compelling an increasing number of marketers to explore more specialized tools. Spreadsheets work great in that once-raw data has been captured, they can be used to quickly build ...
By Supermetrics
12-MINUTE READ · By Zhao Hanbo Today we’re very pleased to announce Supermetrics for BigQuery, the first ever native BigQuery Data Transfer Service app for non-Google marketing platforms such as Facebook, Instagram, Linkedin, Twitter, and Bing. After Google’s announcement at the Cloud Next conference, Supermetrics for BigQuery is now available. It’s by far the simplest ...
By Supermetrics
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