Marketing Analytics: Why You Need a Modern Data Warehouse

A cloud-based data warehouse can provide superior marketing analytics and a 360-degree view of customers. With the multitude of brand choices available, customer loyalty is challenging to achieve. However, understanding customers' buying motives allows businesses to anticipate their needs and influence purchase decisions. To do this, companies need to collect and analyze large amounts of data on their customers, which are typically stored in various line-of-business applications across the organization. By aggregating and analyzing such varied data, a customer 360 view is obtained, enabling businesses to better serve their customers and grow relationships with them, ultimately generating more revenue. In today's unpredictable business climate due to Covid-19, companies need to generate actionable insights that allow for quick changes in strategy. There are several ways to access the required data, each with its pros and cons. Centralizing data is key to better insights, which can be achieved through built-in dashboards in marketing technology (martech) tools or turnkey business intelligence (BI) dashboards like Domo. However, these options may not provide a complete view of customers or answer all questions about them. Building your own data warehouse from critical data sources within the company is an effective way to get the data needed for making business-critical decisions. While it requires more upfront investment than typical martech tools or turnkey dashboards, it allows businesses to leverage data from multiple sources and answer any question about their customers. To maximize the benefits of data in today's world, a data warehouse must handle the three V's of big data: volume, variety, and velocity. Cloud-based data warehouses like Snowflake, BigQuery, and Redshift meet these requirements and have an ecosystem of partners that integrate marketing data quickly and easily. The choice of data warehouse can significantly impact marketing efforts and company growth, making the technology selection crucial in today's fast-paced business environment.