In this recipe, you’ll learn how to capture marketing data from wide range of social media, set up automatic data transformation and normalization with Improvado, and then load it onto the Looker data visualization platform.
Brands communicate with their customers and sell their products through 4 to 7 social media platforms. There can be dozens of pages in one social media platform alone. The number of campaigns can reachhundreds. Facebook alone has dozens of different ad formats and campaign settings. If not managed well, data from reports quickly becomes meaningless silos. No big picture, no clarity, no confidence in decisions, and poor performance.
That’s where Improvado comes in.
Improvado is a full-service ETL tool that allows to create templates for social data transformation. Template is a set of data transformations which can be re-used for data from different sources and then loaded to any BI or visualization tool. As a result, brand marketing teams can see the big picture, optimize overall budget allocation, and plan nextsteps being more informed.
Let’s say you’re a sport clothing brand with more than 7000 SKUs. You constantly nurture your target audience with differentcontent, and there are over 400 advertising campaigns running through 4 socialmedia platforms: Facebook, Instagram, Twitter, and Pinterest. You have more than 30 Facebook pages for different countries and audience segments.
With Improvado you can automate capturing all the data from your social media marketing channels.
Simply sign in, choose, and copy ImDataPreptemplate.
Set up the list of sources you work with from our catalog of more than 200 integrations, and then click Extract Data. After that get in touch with our Customer Success or Technical Support team and they will quickly check if everything is ok on our side.
The first time around, data extraction may take hours, but once the program is all set up, the data will be updated automatically every 48 hours.
Usually before this step reduplication is required. In Improvado data preparation is made by default by ImDataPrep tool.
On this step you can customize your reports according to your business’ specific needs.
You can sort columns by campaigns, by ad spends, or by performance. For example, you can remove from your report campaigns with zero or low spends. The same can be done to streamline performance metrics: CTR, Conversion Rate, Cost per Click/Lead/Sale, and so on.
If data provided in the template is not enough, you can get a more detailed picture with additional metrics in your report. Average position, number of interactions, number of calls, and other deeply detailed metrics are available for marketing report customization.
Video ad campaigns are very popular and are still growing as a marketing tool. So, it might be very helpful to use video metrics that capture results with, for example, 25% views, 50% views, 75%, and the number of 100% completed views. You can also see average time spent for 1 view. This will help smooth the data pipeline as more metrics filter in.
Data normalisation by pattern
If you put in the campaign name some target conditions. For example, you can set up a condition: IF campaign name contains“US” OR “CA” THEN create separate report for North American market.
Your reports are almost ready to create custom data visualizations. All you need to do before is load your data into a database. Most popular options amongst our clients are Google Big Query, AmazonRedShift, and SnowFlake.
This is the last step before your data will be ready to be discussed in a team meeting to gather insights and determine next steps. We recommend using Looker or Tableau to display the data sets.
If you use Improvado’s database capabilities, you can simply connect your Looker or Tableau account to Improvado and get data visualization flow automatically.
With Improvado in tandem with other marketing data tools, you can combine all your marketing data together, check performance and easily compare channels between each other to create a summary view of all marketing activities.