How marketing agencies in Asia can drive growth and streamline operations with a centralized data engine
Today’s marketing agencies are using data to develop sophisticated media models, highly personalized customer experiences, and other strategies that are driving value for their clients. They are also using data to prove their ROI and to report back on the value of activities and campaigns to their clients.
Clients expect direct access to reliable and timely measure of campaign performance while their agencies are also relying on a client’s first-party data to build strategies and deliver valuable insights. However, for agencies with international brand clients in China and the rest of Asia, it’s not a question of ‘what should I do with my data,’ but rather ‘how do I get it in a business-ready format?’
The digital data landscape, particularly in China, and also across the rest of Asia is fragmented across a disparate set of third party eCommerce, social media, and advertising platforms. eCommerce data is held by marketplaces such as Tmall, JD.com, and Lazada rather than on owned websites. Customer communication takes place on third party messaging apps such as WeChat and Whatsapp instead of email and live chat.
This scenario of a fragmented landscape and disparate data sets comes with its own set of problems for the agency and client alike:
- APIs are not well documented, and for Chinese platforms in particular, the documentation may not be available in English
- Source APIs change often and without warning – making point to point integrations expensive to maintain
- There is only a limited amount of historical data available. Some metrics are only available to view for 30 days – leaving you with metrics without context.
- The data can only be viewed in rigid timeframes that may not fit your business processes or client campaign calendar – 7 days, 30 days, etc.
- Views are not customizable and do not allow you to combine data sets from within the same platform, let alone from other platforms or marketing channels.
- Metric definitions and naming conventions vary across components within the same platform making direct comparisons of performance not immediately possible.
- Data downloads are only ‘semi-structured’ with inconsistent naming conventions and data types (string vs timestamp for example).
Countless hours and effort would be needed by your teams to extract, clean, and integrate data into a usable format for your specific data use case or to report performance back to your clients.
To do this properly, your agency would need to build a significant data engineering team and run the risk of not having enough resources being left over for higher value activities such as data analysis, delivering insights, or developing client strategies. You also run the risk of under-utilizing talent who would be better placed driving value for the agency as opposed to tedious data extraction and transformation tasks.
Removing the data integration burden for marketing agencies in Asia
There is however another option with better outcomes for both your agency and clients. An INTEGRAT3 data engine automates the data extraction, transformation, and integration of 1st party data from sales and marketing platforms in China and the rest of Asia. Neither your agency, nor your clients, need to spend time on building and maintaining data pipelines.
You can get back to working on ‘what do we do with data to drive value?’ instead of ‘how do we get the data in a business-ready format?’
- Takes away the cost and complexity associated with gaining access to first party data held on third party platforms in Asia such as Tmall, WeChat, and Lazada
- Automatically download clients’ data and analysis-ready models transform the data into a business-ready format before making it available via a single API to the tools of your choice including BI and dashboarding software such as Tableau, Power BI, Google Data Studio – as well as your own advanced modelling and DMP solutions
- Allows for data to also be connected into a clients’ existing software infrastructure such as a data warehouse, BI tool, or CRM platform
- Handles all maintenance on the upstream source connectors in case of API and schema changes
- Gives you the ability to create and combine data to do your own transformations that fit your own use case or client needs
This in turn benefits your agency by letting you:
- Demonstrate ROI by being able to attribute your activities to revenue and other brand metrics across multiple channels
- Develop high value data products such as media mix models, brand, customer, and product strategies using 1st party data and being able to combine it with your own 3rd party sources
- Optimize client marketing activities by generating insights into customer behavior across platforms