1 - Overview

Background

For marketing teams that use a combination of digital and non-digital tactics to drive their demand generation efforts, monitoring and consolidating all that data from various tools can be overwhelming. Operations, Marketing, and Analytics team members can spend hours simply preparing this data, long before it can be formatted to allow for any actual business analysis.

For example, a Marketing Analytics Manager may need to look in Google Analytics to check on last month's pageviews for the company website. This information may come from a combination of:

• paid digital advertising campaigns,
• referrals from other websites (perhaps due to press releases or an executive interview), or
• organic search (where someone went to a search engine, typed in a few keywords, saw your company as part of the search results, and clicked a link to visit your site)

Next, the manager will likely look to their marketing automation platform (MAP) for information about the volume of respondents who responded to the company's marketing campaigns last month by eventually filling out a form in response to a call to action.

Finally, they will probably look in Salesforce to see how many leads and contacts were created last month in association with those marketing campaigns. In trying to understand these prospects and their behavior, the manager will search for correlations between where the prospects came from, how many arrived in the previous month, and how quickly they were qualified or rejected as leads.

Benefits

The Daily Aggregate Database provides:

• A consolidated view of digital marketing campaign performance across Google Analytics, your marketing automation platform (MAP), and Salesforce
• Insights into digital campaign efforts, and which ones had the most significant impact on your funnel metrics
• An efficient approach to analyzing the impacts of repeated marketing efforts to the same prospects
• Time savings by doing the data consolidation work for you, all in Salesforce

How It Works

The Daily Aggregate Database parses and aggregates three types of data critical to any marketing team member who wants to measure marketing performance in Salesforce:

• Anonymous website traffic and related costs information from Google Analytics
• Digital traffic details associated to visitors that convert on your site, via Touchpoint Capture
• Funnel metrics, that give insights into the volume and velocity of prospects as they progress through your marketing funnel

1. The Daily Aggregate Database aggregates all this information by using a MapReduce approach. MapReduce is a framework from the world of Big Data, which allows for efficient handling of massive amounts of structured and unstructured data.
2. This aggregation is then efficiently stored as daily statistics in a new Salesforce custom object, the Aggregate Database Entry.
3. Any funnel metrics associated with digitally-sourced interactions will have a Salesforce Campaign identified.

When To Use the Daily Aggregate Database

The Daily Aggregate Database helps address common scenarios like these:

• The Marketing team's time is regularly spent consolidating and reconciling data from Google Analytics, your marketing automation platform, and Salesforce.
• The Marketing team could make better use of various Google Analytics features, if they could only better tie the information to campaign insights in Salesforce.
• Senior management wants more visibility into the monetary impacts of digital marketing spend, but the right resources aren't in place to provide this.
• There is interest in seeing which types of organic or referral traffic to your website result in marketing qualified leads (MQLs).