Product and marketing data can be a powerful pair, but they often live in silos. In this article, we'll talk about how to get them talking to each other. Once you get the data together, you need to create a process for creating reports and dashboards your team can rely on.
Getting custom analytics that blends product and marketing data is a common but difficult problem.
- Product data is usually in a database like MySQL, Postgres or Google Analytics.
- Marketing data is usually in an application like Google Ads, Marketo or Hubspot.
These databases are usually separate and their APIs do not allow for easy access to each other's data. And even if they did, the analytics capabilities of those platforms is usually pretty limited. Here's how to get them to work together:
Product and marketing data can be a powerful pair, but they often live in silos. In this article, we'll talk about how to get them talking to each other. Once you get the data together, you need to create a process for creating reports and dashboards your team can rely on.
Getting custom analytics that blends product and marketing data is a common but difficult problem.
- Product data is usually in a database like MySQL, Postgres or Google Analytics.
- Marketing data is usually in an application like Google Ads, Marketo or Hubspot.
These databases are usually separate and their APIs do not allow for easy access to each other's data. And even if they did, the analytics capabilities of those platforms is usually pretty limited. Here's how to get them to work together:
Sync data from product and marketing sources into a data warehouse
A data warehouse is a central, trusted location that stores your organization's master dataset. A good place to start with this would be Snowflake, which has a free version available for up to 1 TB of storage and up to 5 GB of querying per month. The setup process usually takes just a few clicks.
With a data warehouse in place, you can use a tool like Fivetran or Stitch to sync data from all your other apps into Snowflake. Both Fivetran and Stitch support hundreds of integrations and are adding more every day. But getting all your data in one place is an important first step toward cross-functional analysis.
