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A Smarter Marketing Analytics Process

How does your marketing team collect information about customers, prospects and campaigns? A few years ago, it might have been OK to download a bunch of different CSV files and combine them in Excel, but as teams move toward data-driven decisions, it’s becoming necessary to have a platform that automatically connects all of your important inputs and refreshes as often as you need fresh data.

With a modern analytics platform like Periscope Data, you can join all of your data sources in one place where any analyst can access it. Instead of pulling data from several different tools and combining the result on one analyst’s machine, all of the data is collected in a warehouse, automatically refreshed and hosted online in a common space to maximize access. All you need to input your data is access to your database (or use a Periscope Data warehouse) and login credentials to connect to Periscope Data. It’s that easy. Once your database is joined, our platform has access to all the data from that source. No need to log in or set up anything. Our partnerships with Fivetran, Stitch and more allow analysts to plug in products and start creating charts instantly. You don’t need a data engineer, you don’t need to write your own integrations; just connect your inputs and start typing SQL to get charts.

At Periscope, we collect all our data into our warehouse. I personally collect and analyze marketing data from tools like Salesforce, Marketo and Hubspot that are connected to that warehouse and add internal product information to create a single source of truth. We want the freshest possible data at all times, so we refresh the information hourly.

The biggest advantage of this setup is that it drastically reduces the time and effort required to perform advanced data modeling, especially cross-database joins. Periscope’s advanced modeling framework supports multiple levels of abstracted, dependent data models, making it easier to analyze across data sources.

When it comes to my personal use of Periscope Data, there are three specific features that I use the most to do advanced modeling:

  • SQL Views — serve primarily as the way to create a single source of truth through many layers of abstracted, peer reviewed logic. Views that house disparate pieces of information and business logic to model data into something that is accessible and serves as a source of truth for the entire company.
  • SQL Snippets — can be used to create a simple string of SQL that can be reused in as many charts as I need. I use Snippets to abstract a lot of redundant code, for example, how to parse a UTM parameter to define a source for marketing attribution.
  • Filters — once the data is prepared, these are the easiest way to drill down on a specific subset of results. With filters, anyone on the team can slice and dice information for any layer of the marketing funnel to get accurate information when they need it.

Views and Snippets are the tools that have enabled our team’s data maturity to increase. Filters are a consumption tool that allows any user to view any data they need across as many axes as they can imagine. No matter what I’m doing with the data, the Periscope Data platform provides me with a simple and fast way to perform powerful data analysis that scales across the entire company.

The Periscope Data platform also reduces human error. With data flowing directly into the platform through data models you have already built and validated, there’s less room for a human mistake to accidentally introduce errors into the result. By cutting out all the manual work when rerunning analysis with fresh data, you’re also removing lots of opportunities for mistakes

If you’re interested in learning more about how your marketing team can use Periscope Data to make smarter analytics decisions, download our Master Growth Marketing with Modern Analytics guide.

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Sam Schuster
Sam is the Team Lead of the Analytics and Business Operations Team at Periscope. He has spent his career leveraging data to optimize workflows and drive high-impact decisions across his organization.