As marketers accumulate overwhelming volumes of marketing data, an increasing number of vendors and tools emerge, promising fast, innovative solutions to our big data challenges. And as the marketing landscape continues to demand faster time-to-insight, it’s no surprise marketers feel overwhelmed by the onslaught of offerings, promising similar value, but in the end all designed quite differently. Finding the right solution can be dizzying.
Traditional ETL tools are designed to work with various structured data sources, but are not actually equipped to handle the complexity of modern marketing data—data that’s notoriously unstructured and unruly. Data in each marketing source system has different granularities (hourly, daily, weekly), definitions, formats, etc., and bringing it together for a true omnichannel view is critical to seeing and understanding marketing performance. When fetching data from these tools we know and love, each API has its own authentication scheme, rate limits, and other restrictions around what combination of data can be fetched.
Enter marketing-specific data pipelines. The first line of defense against the unique complexities of marketing data is a flexible pipeline built on a strict set of rules for how data will be treated. Without clearly defined and transparent rules, the data will not be trusted, and insights will not be valued. In traditional ETL tools, those rules are often locked away in programmers’ heads, poorly documented and impossible for analysts and marketers to interpret or modify. As such, most data pipelines require countless programmer hours to set up and consistently maintain.
Beckon’s data pipeline was built from the ground up as an analyst-friendly platform, with marketing friendly terms, making it easy for stakeholders across the organization to see rules and interact with it. Beckon’s AI-powered universal marketing data model dramatically cuts down data preparation time. Rich dimension mapping enables non-programmers to simply extend or modify the data schema using marketing’s natural language and without specialized tools. Change criteria or make quick adjustments to your data without having to unravel all of the existing rules or rewrite everything and start from scratch. Analysts familiar with common scripting languages like Ruby and Groovy will be able to create more advanced rules without having to learn custom, domain-specific languages or install an SDK (which is often required in traditional tools). With the rich set of marketing specific rules built in, new users can customize and work with the data pipeline seamlessly with very little training or time required to get up to speed.
Beckon’s data pipeline comes with a simple but powerful Data Integration API which enables enterprises to build integrations with other analytics tools in their enterprise ecosystem, providing a trusted, reliable marketing dataset to broader Data Science and BI teams across the enterprise.
Large enterprises often invest hundreds of thousands of dollars to build and operate a data pipeline to meet their needs, and it still requires a technically savvy admin to manage it. Even with such large investments, the data pipeline is largely inaccessible to analysts and remains a black box. Beckon’s data pipeline is built for the cloud and unlocks efficiencies to reduce total cost of ownership, giving marketers the game-changing flexibility of an affordable marketing-specific solution.
If you’re an analyst or marketer struggling to find a technology partner that meets your specific data needs, let us know, we’d love to hear from you.