Bringing all marketing data in one place is a must for any modern marketers. With the amount of money being spent online and the unprecedented transparency digital platforms allow, it’s still strange that not many companies bring all their data together.
Explaining data pipelines to your relatives or friends (not from data or marketing related professions) is easy:
Data pipelines bring all data in an organisation into a central place, which is called a data warehouse. As a prerequisite for all the data to be stored in the same place, it needs to be standardised. Standardising data can be easily explained with travelling and the use of travel adapters. When you, chances are high that you will need a travel adapter.
Standardising the data makes sure that they all use the same power plug type. Once the data is standardised, it can then be loaded into a data warehouse.
Depending on your data setup you can choose between
Buying a software which does it for you
Build your own data pipelines
You will face certain limitations to option one as it may very well be that one of your key databases or data sources is so old and outdated, that no off the shelf software can do it for you. If you work at an older company with legacy systems, the probability of this happening is much higher.
If you don’t have all the data in one place, I recommend connecting whatever you can using a software as a first step. The old hard-to-integration-systems can follow as step 2.
We all now that on the marketing side of things, the market is consolidated. Google, Facebook and everything else. As a result, this makes it very easy to buy software which provides data-pipelines. You can save a lot of time and energy if you decide not to build data pipelines yourself. As of this writing you have the choice of 86 different companies providing data pipelines. You can find a comparison of some of the more commonly platforms here: Supermetrics vs. Funnel.io vs. Windsor.ai vs. Fivetran vs. Improvado.
But now onto the main reason of this article: Getting marketing data pipelines set up in 4 minutes.
If you work in performance marketing, having all your data centralised, sorted and arranged and ready to be presented visually saves you a lot of work.
The step presented visually often is done in different systems (e.g. Google Sheets, Power BI, Data Studio, Tableau, etc.). Thats why we were working on making it as easy to go from having the data arranged to presented visually.