How do you analyze data from multiple sources and platforms to get a holistic view of media sales?

1 Choose the right data sources

To gain a holistic view of your media sales, it is essential to choose the right data sources that align with your goals and objectives. Depending on the media sales strategy, you may need to collect data from various sources. These could include website or app analytics such as Google Analytics, Adobe Analytics or Mixpanel to track traffic, conversions and user behaviour. Additionally, ad platforms such as Google Ads, Facebook Ads or LinkedIn Ads may be used to measure reach, impressions, clicks and cost per action. CRM or sales software such as Salesforce, HubSpot or Zoho can be used to monitor leads, opportunities and revenue. Furthermore, social media platforms such as Twitter, Instagram or YouTube can be used to gauge engagement, sentiment and influence. Finally, email marketing platforms such as Mailchimp, Constant Contact or AWeber can be used to track open rates, click-through rates and conversions.

2 Integrate your data sources

To gain a holistic view of your media sales, you should integrate your data sources into a single platform or dashboard. This allows you to compare and correlate your metrics. You can use native integrations or APIs provided by the data sources or platforms, such as connecting Google Analytics data to Google Ads or Google Data Studio accounts. Alternatively, you can use third-party tools or services that specialize in data integration and consolidation, such as Zapier, Segment, or Stitch. You can also use custom scripts or code to extract, transform, and load (ETL) your data from different sources and platforms. Examples include Python, R, or SQL to query and manipulate your data.

3 Visualize your data

To gain a holistic view of your media sales, the third step is to visualize your data in a way that is easy to understand and communicate. There are several ways to do this, such as using charts, graphs, tables, or maps to display your data trends, distributions, or comparisons. Additionally, you can create interactive and customizable dashboards, reports, or stories with Google Data Studio, Tableau, or Power BI that highlight key insights and findings. Lastly, you can use annotations, labels, or filters to add context and clarity to your data visualization.

4 Interpret your data

The final step to get a holistic view of your media sales is to interpret your data and draw actionable conclusions and recommendations. Descriptive analytics can be used to summarize and describe your data, such as calculating your average, median, or mode, or measuring your frequency, variability, or distribution. Diagnostic analytics can be used to identify and explain the causes and effects of your data, such as performing regression analysis, correlation analysis, or hypothesis testing. Predictive analytics can be used to forecast and estimate the future outcomes of your data by applying machine learning, artificial intelligence, or statistical modeling. Lastly, prescriptive analytics can be used to prescribe and optimize the best actions and decisions based on your data by applying optimization, simulation, or decision analysis.

5 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?