Marketing attribution is more than a reporting methodology, it’s a step forward for marketers trying to make sense of big data sets. We’ve worked with hundreds of B2B marketing teams who had previously treated attribution as a “small data” problem—niche, nice to have, and not comprehensive—and it didn’t work. Key data was missing, the numbers didn’t add up, and as a result, the data was inactionable.
Once marketers understand the sheer amount of data involved, it clicks. The light bulb goes off. Marketers need to know what’s working, and what isn’t, at both a comprehensive and a granular level—and that adds up to a lot of data.
That’s why we’re excited to introduce Data Warehouse, the option to have the full firehose of data that Bizible can collect about how your prospects interact with you. Because of the sheer volume, there are innumerable benefits, use cases, and things to know, so we’ve put together the top five. Here is what you should know about Bizible Data Warehouse:
1. Data Warehouse enables you to merge attribution data with other company data-sets
While we in the attribution business like to think that the world revolves around attribution data, we understand that there is more data out there. Your company probably has a variety of datasets, like financial data, ERP data, and more.
If you have sufficient resources, merging these datasets in a data warehouse can yield transformative insights. Bizible Data Warehouse breaks down the walls of the marketing silo and enables marketers to use their marketing performance data in new and powerful ways.
Mervyn Alamgir, Sr. Director of Digital Marketing at TIBCO had this to say about Bizible Data Warehouse: “Bizible’s Data Warehouse functionality allows us to dig deeper into our attribution data as well as integrate it with additional internal data sources. While Bizible (out-of-the-box) & Salesforce reporting provide excellent insights, having access to the raw Bizible data increases the flexibility we have to answer challenging business questions.”
2. Data Warehouse enables you to report wherever you want
Out of the box, Bizible allows reporting in two places: within the CRM and in our external attribution platform. While having these two options meets the needs of many organizations, it can be a prohibitive factor for larger, more advanced organizations. For one, some marketing teams do not have access to the company’s CRM instance—when departments are siloed, SFDC tends to belong to the sales department, rather than the marketing department. And two, introducing a new external application requires a shift in day-to-day processes, which some are reluctant to do.
For marketing teams that want a third option, Data Warehouse enables you to report where you report today or where your executive team expects to see reports, such as a BI tool.
3. Data Warehouse gives you access to impression, pageview, and session data
If you’re using Bizible (or any other attribution software, for that matter), you’re getting a limited amount of data. I know it may seem like Bizible out of the box provides a ton of data (and we do), but the reality is that we capture so much more.
Now if Bizible were to push all of this data to the CRM, it would cost a tremendous amount in data storage and processing fees. But because Data Warehouse sits outside of the CRM, it is free from CRM data limits, allowing Bizible to cost-effectively push all the data.
Data Warehouse provides more data to slice and dice, which means greater potential for new insights to power growth. It enables you to answer complex questions like: What’s the win rate for prospects who have visited the pricing page in the last 3 months vs. those who haven’t? What individual blog post converts best at a given stage?
4. Data Warehouse lets you take advantage of every technology’s core competency
Your martech stack functions a lot like a team-based activity. Every piece of technology has its role to play and the more that each technology works together, the better.
In smaller organizations with fewer needs and simpler processes, martech can sometimes successfully extend beyond their core competency. But as organizations have increasingly sophisticated needs and processes, the concept of roles and core competencies become critical. In little league baseball, most players can play almost every position on the field. Or in high school drama class, an actor may also have to do the lighting and sound effects. But as you go up the ranks, there’s increasing specialization because each person needs to be extremely talented at their one role. It’s extremely rare to see a pitcher also play center field or see the lead actor of a Hollywood movie do sound editing.
The same is true in marketing. The more advanced your marketing organization is, the more you want your martech to do what it does extremely well, rather than extend and be mediocre at a lot of things.
Data Warehouse lets you take advantage of every technology’s core competency—attribution software can focus on getting great net new performance data and insights, finance software can focus on capturing complex cost data, BI software can focus on creating sleek visualization.
5. Data Warehouse has nearly limitless use cases
For too many marketers, Big Data is a scary thing. Marketers know that with the majority of the buyer journey taking place digitally, there is a ton of potential for insights; however, in reality, the volume of data is overwhelming and, if poorly structured, it’s inactionable.
Bizible Data Warehouse lets you actually take advantage of the wealth of data available to answer complex and important marketing questions. When our product team conceived of the uses cases, they came up with dozens. When the marketing team started to think of all the possibilities, we came up with more. And when we made it available to customers, they immediately came up with even more.
“With this data,” says Ryan Severns, Director of Analytics at VictorOps, “we've unlocked detailed and segmented analysis that we've never been able to do before, including more in-depth buyer journey mapping, funnel optimization, and segment based website analytics.”
Data Warehouse opens up a whole new realm of marketing analytics possibilities. It enables Bizible to push new layers of marketing performance data, it allows attribution data to be connected to other datasets, and it allows marketers to report wherever they want. These three critical benefits bring a ton of value. “Bizible's data warehouse solution has become the single source of truth for marketing data at VictorOps,” says Severns.
And for TIBCO, the ability to generate new insights, optimize everything for revenue, and credibly prove it, helped marketing improve their standing. “Demonstrating our visibility into the touchpoints of a customer and ability to optimize marketing spend to drive revenue, gave us more credibility in the eyes of leadership within Sales and Finance,” says Alamgir.
Data Warehouse truly opens the door to practically limitless insights.
Here are use cases and examples of Bizible Data Warehouse in action: