营销大数据分析 关键技术_营销分析的3个最关键技能

营销大数据分析 关键技术

Perhaps more than any other field, marketing, especially digital marketing, revolves almost entirely around data. This makes it a rich and rewarding business to support as an analyst or a data scientist, as the volume and utility of data can be incredibly high, increasing the need and the scope of potential projects for the analytics professional.

营销，尤其是数字营销，可能比其他任何领域都几乎完全围绕数据展开。 这使得成为分析师或数据科学家成为一项富裕而有意义的业务，因为数据量和实用性可能非常高，从而增加了分析专业人员的潜在项目需求和范围。

Marketing data has some important pitfalls, however, that can de-rail Marketing analytics programs:

营销数据有一些重要的陷阱，但是，它们可能会使营销分析程序脱轨：

• Marketing data is siloed across numerous sources from ad platform, social, and click-stream data to CRM and CDP data.
  营销数据从广告平台，社交和点击流数据到CRM和CDP数据的众多来源中都是孤立的。
• Integrating click-stream and marketing data is challenging without a cohesive tagging and tracking strategy that's understood by both the analytics team and the marketing team. Integrating sales and marketing data, especially in B2B, is rarely done correctly.
  没有分析团队和市场营销团队都能够理解的统一的标记和跟踪策略，将点击流和市场营销数据集成在一起就具有挑战性。 很难正确地集成销售和营销数据，尤其是在B2B中。
• Marketing teams have nearly a dozen different ways to measure marketing performance, meaning creating dashboards and analysis is challenging.
  营销团队有将近十二种不同的方式来衡量营销绩效，这意味着创建仪表盘和进行分析具有挑战性。

In this article, I’ll explain the 3 critical skills that will enable you to overcome these pitfalls.

在本文中，我将解释使您克服这些陷阱的3个关键技能。

1.使用API (1. Working with APIs)

SQL and data manipulation skills aren’t going to be enough to effectively get all the data you’ll need to measure marketing programs — unless you want to manually download excel spreadsheets every day. You’ll need to learn how to code with REST APIs to automatically pull ad platform/click-stream/and other marketing data.

SQL和数据操作技能不足以有效地获取衡量营销计划所需的所有数据-除非您想每天手动下载excel电子表格。 您将需要学习如何使用REST API进行编码，以自动提取广告平台/点击流/和其他营销数据。

The biggest lie that you may have been told is that you need to be a developer to work with APIs. The truth: you don’t. Here are a couple of tips and tricks that will get you 80% of the way there:

您可能被告知的最大谎言是，您需要成为一名开发人员才能使用API​​。 事实是：您没有。 这里有一些提示和技巧，可以帮助您达到80％的目标：

• Read my article on How to Pull Data from An API Using