Business intelligence (BI) in digital marketing

Mike Walkden

Head of Business Intelligence

Analytics and Data Science

Business intelligence (BI) is the collection, engineering and visualisation of data. In digital marketing, BI can be used to create data-driven digital marketing strategies that drive conversions and increase ROI.

Business intelligence is an end-to-end data solution which takes raw data and turns it into powerful, actionable insights. The process encompasses:

This data is then fed back into the digital strategy.

Data collection

Collecting the right data, in the right format, is the first step in delivering a data-driven marketing strategy. Not all data is relevant to your goals, and the data you need may not be automatically tracked.

At this stage of the BI journey, your digital strategist(s) should sit down and work out which metrics correlate with your business goals. From there, they can analyse your analytics requirements and implement the right tracking through a tag management system like Google Tag Manager.

Other areas to look at include integrating your analytics with third-party platforms and CRM systems, setting up goal funnels, and customising your analytics e.g. to track orders.

Data engineering

Your data contains powerful insights, but these insights are not always immediately accessible. As part of BI, we first need to clean the data and then re-aggregate it, to make it fit for purpose and to ensure it performs well within the reports.

During this stage, we use best in class toolsets, such as Funnel, Talend Stitch, Google BigQuery and Google Cloud Dataprep, to make the best of your data.

Hosting data in a secure Google data warehouse allows us to further embellish your data with custom assets like trading calendars, year on year lookups, budget and cost tracking data and any other relevant input that ensures we are delivering insights against KPIs.

Data visualisation

Being able to present data in the right format, for the right person, is key to ensuring all stakeholders understand performance and to achieve stakeholder buy in. Data visualisation helps you to show why X caused Y which means Z. These insights can help everyone make informed business and marketing decisions.

Data visualisation involves the use of several tools and platforms to surface your data. We use best in class BI tools in order to deliver your data in the most appropriate way. While the end result is clear and easy to understand, the process of connecting and prepping different data sources can be very labour intensive.

This element of business intelligence requires our teams to connect, blend and cleanse different data sources, as well as apply filters and rules. This results in the building of integrated, automated reports, which are presented on bespoke, intuitive dashboards.

Digital strategy

The end goal of business intelligence is to create a robust, data-driven marketing strategy which reaches, converts, and retains your target audience.

The insights gained from the BI process allows you to fully understand the customer journey, see which channels convert, discover the your most valuable keywords, and more.

Once you have these insights, you can identify where to move budgets and increase activity, how to push users along the funnel, and how to optimise your campaigns to deliver a higher ROI.

Interested in learning more about business intelligence?Stream our BI themed podcast episode

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