6-MINUTE READ · By Matias Koski

Scattered marketing data is one of the biggest challenges for marketers, agencies, and advertisers alike.

New marketing channels pop up all the time. This means you get even more data to take into account when making business decisions.

Handling all this information becomes a significant issue for marketers. The data pool becomes large and messy. This slows down your reporting processes, not to mention your decision-making.

In the age of rapid data-driven decisions, these delays can cost your company a lot of money.

So why is this happening?


Data silos

The issues start from your very first campaigns. Let’s say you launch a marketing campaign on Twitter, Facebook, and LinkedIn. In just a few hours, you have a massive flow of data coming your way.

As a modern marketer, soon you would actually want to use that data. Perhaps you want to keep track of your spend and KPIs to see if there’s something to be optimized. Maybe you need to make a report for your client or manager.

The problems start when you realize multiple sets of data are spread around different places – accounts, tools, channels or even departments inside your own company. There is no single source of truth to your overall marketing performance.

This messy, spread-out information is referred to as data silos.


Get the data in one place

In multi-channel strategies, it’s very important to know the role that each channel plays in your customer journey. As the number of digital channels grow, data silos make it hard to get a full picture of your marketing performance. That is why you should break down the silos and centralize your marketing data.



What data should you centralize?

If you centralize all the data you’ve ever collected, you’ll be even more confused.

To repeat a known cliché, focus on what matters. Centralize the data that directly affects your business objectives as it will help you see what works and what doesn’t.

Centralized data gives you a good overview of how your campaigns are performing. But often the real reason for poorly performing campaigns lie deep below the surface. It’s therefore important to still have your data sources available separately so that you can dig deeper and find the root causes of the issues.

Bringing your marketing data together in one place can impact your business results in many ways.

1. Get a full picture of your marketing performance

When you see the results from each channel side by side, your decision-making gets both faster and easier.

Some people might initially find your business through a Facebook campaign but later on, convert through Google. If you only look at your Facebook data set in isolation, you could make a false assumption that it’s not working. When in reality, the customer wouldn’t even know your business exists without your Facebook campaign.

Different advertising channels need to work towards the same business objective. Yet instead of working in silos, they should work together. Combining data from your marketing channels and analytics tools helps you visualize that relationship.

2. Keep track of your spend

When you use multiple channels, it’s very hard to keep track of how much you’re spending.

All of us have probably made a mistake at some point and overspent their budget. Tracking the advertising costs in the same place helps you to avoid this mistake in the future.

3. Allocate the marketing budget

No matter the size of your business, your goal as a marketer is to get the best return on your advertising spend. This means allocating the marketing budget to channels that bring the best results.

Centralizing your marketing budgets in one place allows you to easily compare different channels and make quicker decisions.

4. Make reporting faster and easier

Collecting marketing data from different channels can be a painfully slow manual process. Every week I meet marketers who spend endless hours collecting data from different sources.

Imagine if instead, they would focus on creating more value for their customers?

If all the relevant information is in one place, you can quickly create relevant reports. You can even create a dashboard where your client or manager can find all the KPIs on their own!

Automate and centralize your data collection to free up your time for the things that matter. Which brings me to my next point…


How to automate the process

Your marketing decisions should be driven by data, yet manually gathering it from multiple sources takes time. Luckily, there are tools that can do it for you!


With Supermetrics you can automatically pull all your marketing data to Google Sheets, Google Data Studio and Excel.

I used to waste countless hours on mindlessly copy-pasting numbers. Now I use Supermetrics to pull the raw data into Google Sheets for analysis.


When you have to report the results to your management or client, you can just handpick the relevant metrics and include them in your report.

If you like to do standardized reporting, you can even automate the whole process. Supermetrics can automatically send daily, weekly or monthly reports straight to your client’s or managers email.

However, Google Sheets is not often the most visual way to send out your reports. If you want to make your reports look pretty, I suggest you pull the data into Google Data Studio or some other data visualization tool.


How centralizing the data improves our results

The F Company is a B2B Growth Marketing Agency. We believe that experiments are the best way to find the right digital strategy.

Instead of putting all eggs in one basket, we quickly test multiple solutions and find the ones that help our clients grow. For that we collect data from hundreds of active campaigns, and compare it side by side to see what works best.

The only way to do growth marketing at scale is by centralizing the marketing data.

Case Praecom

A good example of this is a campaign with our client Praecom. This case won us an award for the best B2B campaign in the Nordics.

We built a process for rapid experimentation with marketing strategies and tools. Then, we tested over 30 hypotheses to find the best lead generation strategy.

By centralizing all their data in one place, we were able to identify the most profitable advertising channels, buyer personas, and strategies for their business. As a result, we improved their lead generation results by 13x in just 4 months.


We also learned exactly what works and what doesn’t for their business. That data was used to build a long-term growth strategy and reposition their brand.

All this was possible only because we had the data in one place and were able to decide quickly, which experiments we need to kill – and which ones to scale.



Fragmented marketing data is one of the biggest challenges for marketers, advertisers, and agencies. Overcoming this challenge has major benefits to your business:

  • Get a full picture of your performance
  • Save time on reporting
  • Keep track of your ad spend
  • Allocate the money to the right channels
  • Save time on manual tasks

All these factors combined help you to focus on what actually matters. Overcoming the challenge of scattered data is a combination of collecting relevant data to one place, and doing it in an automated way. This is where Supermetrics has been a life saver for us.

In the end, you’ll have a constant flow of data where all the relevant marketing data exists as a single source of truth. And more importantly, that gives you a better understanding of your marketing performance and how you can improve it.


About the author

Matias Koski works as a Growth Marketer at The F Company. He helps companies to grow their businesses using paid advertising, marketing experiments, and data.

You can connect with Matias on Linkedin here.


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