A marketing data warehouse is a place for reserving and analyzing all your marketing information. This warehouse consists of several databases, so they are better suited for marketing analytics than a single database. To appreciate the concept of data warehouses, you need to understand how to set up one and the benefits of using them for your marketing data.
How To Set Up A Data Warehouse
When setting up a data warehouse, an essential consideration is mapping data sources and determining the use cases for these data sources. Map all data sources, including offline data, push notification platforms, SMS, email tools, Ads platforms, CRM, Google Analytics, and CMS.
The next step is to group all these data sources into a single document. After grouping them, sort them out in a logical order. When you have grouped the data sources, think of the use cases for your data warehouse that will incorporate all of them.
The next phase of setting up a data warehouse is getting data in it without duplicates. This is called a data pipeline. The three options of getting a data pipeline are building it with your company’s resources, using ready-made solutions, and data pipeline as a service.
Benefits Of Using A Data Warehouse
As a business, managing and analyzing all your data from a central position is important. This is one of the reasons you should invest in a data warehouse. Other advantages of using a data warehouse include the following.
Avoid Copy/Pasting
Copying data from analytic platforms like Google Analytics, Moz, or Facebook Ads and pasting them into a spreadsheet is time-consuming. Data warehouses help you automate the process of transferring data from multiple sources to one destination quite simply.
The Use Of Excel Spreadsheets
Excel spreadsheets are limited in their capacity to store marketing data. Spreadsheets are ideal for storing minimal information that can help you get valuable insights at a glance. A data warehouse is the best alternative to storing your marketing data in excel sheets.
Immediate Access To Historical Data
Many marketing platforms store a limited amount of historical data. This means you may only have access to data for a few months or years. Therefore, using native analytics for data storage increases your risk of losing critical historical data.
A data warehouse provider ensures all your historical data is in one place. This means you can analyze historical data at any time, whenever you want.
Focus On Important Matters
Marketers spend a great deal of time reporting. A data warehouse can save you thousands of hours that otherwise go to building reports. Instead, marketers have more time to focus on analyzing numbers, optimizing campaigns, and making effective decisions through data warehouses.
Improved Data Security
Ensuring the safety of structured and unstructured data should be a marketer’s top priority. For this reason, choose a data warehouse partner with high-security standards. The ideal data pipeline solution encrypts your data at the source and decrypts it when it reaches its destination. This makes it difficult for cybercriminals to intercept the information.
Deep Level Of Insight
Different data pipelines come with different capabilities. Not all pipelines pay attention to data granularity. When testing different solutions, ensure you focus on data granularity. Your aim is to ensure your data warehouse stores all your marketing data and not a fraction of it.
In Conclusion
A report by IDC established that the total amount of data created, captured, and copied worldwide will be over 149 zettabytes by the year 2024. This is why businesses should store their information in a data warehouse. If you are spending a lot of time compiling manual reports and are sick of siloed data, it’s high time you considered a marketing data warehouse. Compare and contrast different warehouses and do your due diligence to ensure you find the right one to store your marketing data.
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