5 Platforms to Know in Digital Marketing Analytics
So you’re an analytics or data science pro but you’re delving into the world of marketing analytics. You’re in good spot because there seems to be no end for people with your skills. However, before you step into that interview with the director or VP of marketing analytics, it’s good to show that you are at least familiar and know what the following platforms are. You will likely be using them in your next marketing analytics role.
CM360 (Campaign Manager 360)
Formerly known as DoubleClick Campaign Manager, CM360 is a part of Google Marketing Platform that offers tools for managing digital advertising. The platform enables users to plan, execute, and measure cross-channel ad campaigns. Familiarity with CM360 can help marketers efficiently consolidate their ad operations, gain detailed insights into campaign performance across various channels, and optimize based on comprehensive analytics. This knowledge is vital for maximizing ROI in digital advertising efforts.
Meta / Facebook API
Understanding the Meta (formerly Facebook) API is crucial for marketers because there are very few marketers that can afford to NOT be on Facebook/Instagram. This API facilitates access to a wealth of data, enabling the generation of comprehensive reports that reveal campaign performance, user engagement, and ROI. Mastery of the Meta API allows marketers to automate the extraction and analysis of crucial data, reducing the need for manual report generation. This automation ensures timely and accurate reporting, critical for making data-driven decisions that enhance campaign effectiveness and optimize budget allocation. By understanding and utilizing this API, marketers can continuously refine their strategies based on robust, data-backed insights.
Google Analytics
Google Analytics is arguably the most critical tool for digital marketers aiming to understand and enhance their web presence. It provides extensive data about website traffic, user behavior, and conversion metrics. Mastery of Google Analytics enables marketers to identify trends, track user paths, and optimize their websites for better user engagement and higher conversion rates. Knowledge of this platform is indispensable for any digital marketer looking to measure the impact of their online presence.
Liveramp
Liveramp offers identity resolution services that are integral to unifying customer data from multiple sources. In an era where understanding customer journeys across devices and platforms is key, being proficient with Liveramp can enable marketers to create a cohesive view of their audience. This is critical for delivering personalized marketing experiences and for accurately measuring campaign reach and effectiveness across the fragmented digital landscape.
Adobe Audience Platform
Adobe Audience Platform (part of Adobe Experience Cloud) helps marketers manage and activate audience data. It allows for the creation of unified audience profiles, which can be leveraged to deliver more personalized and effective marketing campaigns. Learning how to utilize Adobe Audience Platform can enhance a marketer’s ability to segment and target audiences precisely, driving more relevant and engaging marketing communications.
As mentioned in the beginning, you don’t have to know these tools inside and out, but it’s good to be familiar with them before you start any new job in digital marketing analytics