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the challenge
The Challenge

Aggregating performance marketing data into a single source of truth is easier said than done

Your performance marketing program spans multiple channels, each with a different reporting and data portability approach. APIs are great if available, but they require a technical team and the willingness to dedicate resources to keeping your integration up to date. Once you have the data, it needs to be normalized across publishers to get a holistic view and stitched together with revenue data to gather insights.

Quickly make sense of all your data

Marin's BI Connect is a powerful tool designed to facilitate the integration of your Marin data into a wide range of Business Intelligence (BI) tools. With BI Connect, you can connect your Marin data with popular BI tools like Tableau, Google Data Studio, and others.

BI Connect also offers the convenience of direct access, allowing you to integrate your Marin data directly with your preferred data warehouse.

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Take your data analysis to the next level

"Having all of our data in different locations was creating a reporting challenge for us. We had everything we needed, but getting it all into a single spot was a headache. Marin’s BI Connect helped us solve that. Now, our reporting is streamlined and we have a better understanding of cross-channel performance, which has helped us identify insights and set up alerts and automation."
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— Paul Spokes, Director at AMS Media Group

BI Connect enables you to derive valuable insights and optimize your marketing strategies more efficiently through:

  • Comprehensive data access: BI Connect provides extensive access to data at various levels within your publisher hierarchy. This includes campaign, ad group, ad, ad extensions, dynamic targets, and more. With granular data, you can gain deeper insights and make informed decisions.
  • Enterprise-level data security: Your data remains protected, ensuring confidentiality, integrity, and availability throughout the data integration and storage processes.
  • Automated cost and revenue integration: BI Connect seamlessly stitches together cost data with third-party revenue data. This automated process eliminates manual reconciliation and ensures accurate and complete financial analysis.
  • Flexible data hosting: You can choose where to host your data - whether on your cloud infrastructure or Marin's secure cloud storage. This adaptability allows you to align with your organization's preferences and data management strategies.
  • Simplified reporting: BI Connect simplifies reporting by offering Marin robust and agile reporting features such as dimensions and customizable columns. This simplifies generating reports with relevant data and metrics aligning with your reporting requirements.
  • Minimal burden on internal data teams: With BI Connect, you can reduce reliance on internal teams for data integration and heavy-lifting tasks. Marin handles data extraction, transformation, and loading (ETL) processes, allowing your teams to focus on analysis and decision-making.

Marin consolidates search, social, and e-commerce publishers, giving you a single source to connect to your BI Tool across your entire performance marketing ecosystem. BI connect enables marketers to send that unified data to any other reporting or visualization platform.

Get visibility throughout your entire customer lifecycle

BI Connect is a critical component of Marin’s customer lifecycle ecosystem that enables you to see deep into your purchase funnels, connect offline sales to online advertising, and optimize toward customer lifetime value across search, social, and display publishers. 

Seamlessly integrate your data

With Data Passback, you have the ability to integrate your entire data set, from across your paid media ecosystem, into your internal data warehouse. The Passback constructs files comprising all new and changed objects within Marin and automatically sends daily files on your behalf. This includes metrics for keyword, creative, placement, and product target performance are provided as well.

Easily get started

BI Connect is simple, and our experts are here to help do the heavy lifting. So you can get started quickly without burdening your internal teams. Marin has already organized and loaded your publishers, revenue, and saved views. We’ll help you aggregate and map your data – and our AI-powered system will normalize it for analysis. Simply connect a query to the BI Tool of your choice and hit the ground running!

Explore more content

case study
Internet Brands increases revenue 30% by uniting customer lifecycle data with Marin’s Revenue Hub

Background

Internet Brands is an online media and technology company that serves businesses and consumers in four major categories: Automotive, Health, Legal, and Home/Travel. Internet Brands’ fully integrated approach combines leading web solutions for businesses with online platforms for consumers. Since launching in 1998, they’ve grown to become the leading digital franchise focused on large vertical markets, headlined by their current focus on the Health and Legal markets.

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blog
Breaking down ad-tech walled gardens and their impact on digital advertising

Let’s explore the concept of ad-tech walled gardens and their impact on digital advertising. The term “walled garden” refers to a closed-system platform that retains customer data inside its digital ecosystem. These advertising ecosystems are usually controlled entirely by a single company. The goal is to keep user data within the company’s ecosystem so that other companies cannot access it.

Meta, Google, Amazon, X, TikTok, Pinterest, and Snapchat all have walled-garden data systems. The purpose is to maintain a competitive advantage - of course, Google doesn’t want Meta to have its data. But these walled gardens present a challenge for advertisers because all their data is siloed by platform. That’s why many advertisers opt to use a data unification platform like Marin Connect to unify data across platforms. Marin pulls data via API from every major ad platform so that advertisers can analyze all their data in one place and implement cross-channel advertising strategies.

How did walled gardens start? 

The phase-out of third-party cookies started in 2018 and blocked some of the access advertisers had to third-party data. While this change was great for data privacy, it forced each ad platform to call upon its first-party data for ad targeting—data the platforms most certainly did not want to share with one another. 

Here’s a little recap of the different data classifications:

  • First-party data: This data is collected directly by the organization. 
  • Second-party data: This is data collected and shared by a trusted source. 
  • Third-party data: This type of data is aggregated from multiple second-party sources. 

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The role of GDPR in ad-tech walled gardens 

The General Data Protection Regulation (GDPR) is comprehensive data protection legislation implemented by the European Union in 2018. It aims to protect citizens' data by enforcing strict data collection, storage, and usage guidelines. Its main benefit is granting individuals greater control over their data, including the right to access, correct, and delete information held by companies. 

GDPR negatively impacted the use of third-party cookies, and according to some studies, it even reduces revenue. Advertisers use third-party cookies to track users across different websites. Under the GDPR, companies must obtain explicit user consent before placing these cookies, leading to widespread changes in digital advertising operations. As a result, many organizations have shifted towards first-party data collection methods, relying on data gathered directly from their websites and apps. This shift contributed to the rise of "walled gardens," where large platforms like Google and Facebook create closed ecosystems that control access to user data and advertising.

Beyond the GDPR, other privacy acts, such as the California Consumer Privacy Act (CCPA) and the California Privacy Rights Act (CPRA), further strengthened user privacy rights. These laws provide similar protections, giving consumers more control over their data and imposing stricter regulations on businesses regarding data handling and transparency.

How do walled gardens affect attribution? 

By preventing marketers from tracking and correlating data across platforms, walled gardens impede informed decision-making in several ways:

  • Limited measurement: Walled gardens make it more difficult for advertisers to track the success of campaigns across multiple channels and understand the real impact of different advertising efforts, resulting in attribution problems. ‍
  • Journey fragmentation: Because each walled garden operates within its own ecosystem, it's harder for marketers to track conversions throughout the user journey. ‍
  • Data accessibility: Limited access to user data within walled gardens hinders the ability to analyze data at a granular level. 

Here's a break down of the pros and cons of walled gardens for a few of the major ad platforms:

Overcoming walled gardens with Marin 

Marin has developed a powerful suite of solutions to make the most of digital advertising. The first tier of the suite, Marin Connect offers a new way to collect, unify, and analyze marketing data. The AI-powered solution offers cross-channel reporting, a unified data model, and powerful analytics. 

Interested in optimizing your data collection and analysis? Discover what the power of Marin’s AI can do for your marketing by requesting a demo.

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