If you’re in marketing, you appreciate the Byzantine complexity of the current B2C environment. Consumers interact with products on multiple devices, in multiple channels — and via multiple touchpoints within each channel. They engage with brands and offerings across multiple sessions that span days, weeks or months. Somehow, businesses have to peer into this teeming digital bazaar and figure out which elements of which ad campaigns influence which individual actions.
This is fundamentally an information problem. Once you have all the relevant data in one place, ready for analysis, your analytics team can start solving it. But getting to that point can be incredibly difficult. That’s where Fivetran and Braze come in.
Start With Data From Braze
Braze is a customer engagement platform that delivers highly personalized messaging across multiple channels, in real time. It helps businesses create live customer views capable of streaming and processing historical, in-the-moment and predictive data in an interactive feedback loop. That means users receive increasingly personalized messages as they interact with products, deepening engagement over time.
This can be invaluable for businesses looking to increase conversions and engagement, but the data underlying Braze views can also be a key building block of attribution models. A view offers a broad, granular picture of prospect and customer behavior, both over time and across multiple devices, channels and touchpoints — it can act as a cornerstone of your attribution model.
Many Braze customers use Fivetran connectors to replicate Braze data into a cloud warehouse, where their data teams can easily query it in SQL or connect it to a BI tool. Fivetran preps and normalizes the data, and offers in-warehouse transformations, so analysts don’t have to worry about engineering; they can keep their focus on deriving behavioral insights.
Develop an End-to-End View of the B2C Funnel
From there, businesses can add data from other sources to capture prospect and customer behavior along the entire length of the funnel. Fivetran offers prebuilt, fully automated connectors for advertising services like Google Ads, Facebook Ads, Yahoo Gemini and many more, so you can evaluate user response to your campaigns. We’ve carefully engineered our ad connectors to ensure that you get essential, useable data from these services, whose APIs are often a little … quirky. We offer predefined schemas and recommended configurations, account for restatements and attribution windows, and employ techniques to combat sampling error.
Once your ad campaign data is in place, you can leverage Fivetran connectors for payment services like Square, Stripe and Recurly to understand attribution from the top of the funnel all the way down to conversion. Braze customers have begun using Fivetran to combine Braze data with Facebook Ads and transactional data in a single cloud data warehouse, hugely broadening their view of customer behavior.
Grab the Brass Ring: Optimal Ad Spend
With all that data centralized and optimized for analytics, you have the essential elements of an accurate attribution model. And you’re only a step away from the ultimate goal: reallocating ad spend to the most effective channels and techniques. With ecommerce channels proliferating rapidly — the value of global ecommerce is expected to reach $4.9 trillion by 2021 — that’s a goal worth meeting.