Bing it on: Combining disparate data sets

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The global search engine needed access to its metrics without having to search for them. Pointmarc's Data Services team combined disparate data sets into a centralized data warehouse to enable access and visibility into the KPIs that drive marketing ROI.

Objectives: 

  • Separate tracking and data systems for measuring marketing effectiveness.
  • Improve visibility into marketing ROI across multiple channels (and data sets)
  • Increase turnaround for metrics into high visibility initiatives.

Approach: 

  • Combined disparate data sets.
  • Created consolidated data loop for agencies.

Results: 

  • Shortened data availability from weeks to days.
  • Enabled marketing correlation to large set of Bing behavioral metrics.
  • Supported bi-weekly reporting rhythm and ad hoc requests for management reporting and optimization.

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