Having "too much" data can be a good problem (if there is such as thing). More (good quality) data leads to greater accuracy in analysis and projections but it can be an absolute mess to work with and difficult to work with.
Consider a travel site like Trivago. One of the keys of success for the company (and all companies for that matter) is ensuring their marketing and advertising investments are performing at optimal levels. When you're dealing with the scale of a network the size of Trivago's however, which includes somewhere around 1.8 million hotels in 190 countries, it can seem impossible to aggregate, analyze and present it in a meaningful way. Fortunately, there are several solutions available to make marketers jobs in this regard far easier.
Trivago recently selected Looker, for example, a data platform that offers data analytics and business intelligece, to unlock the immense wealth of data they have access to and to use it in a productive way. Looker's platform will essentially provide marketers at trivago an opportunity to build their own charts and report without having to rely on other departments. Trivago joins a host of other brands using Looker including Sony, Amazon, Spotify, Etsy and others.
"Understanding our data is central to delivering the best experience for our users and advertisers," said Patrick Kool, Head of Marketing Solutions and Products at trivago. "With the implementation of Looker, we are able to bring more data democratization and transparency to our company. Employees without technical specialization have access to data and insights that can be interpreted independently and in a reliable way. This in turn helps us to be more efficient across the board, and frees-up more time for our data teams to focus on other value-adding projects."
Digital marketing executive with proven experience in all aspects of search engine optimization (SEO), performance-based advertising, consumer-generated/social media, email marketing, lead generation, Web design, usability, and analytics. - 20-year Internet marketing veteran, currently serving as the Digital Marketing Campaign Manager at Antenna Group (formerly Chicago Digital). - Former Editor-In-Chief of Website Magazine, and a regular speaker on Web technology digital marketing strategy - Author of several books on digital marketing Including Web 360: The Fundamentals of Web Success; Affiliate 360: The Fundamentals of Performance Marketing; Domains 360: The Fundamentals of Buying & Selling Domain Names, and SEO 360: The Fundamentals of Search Engine Optimization.