GROUPM, SAZKA AND UŠETŘENO.CZ ARE CONNECTING MARKETING DATA AND CRM WITH ROIVENUE DATA INTEGRATION

Category: Case Studies

When it comes to tracking your business performance, you don’t have to limit yourself to your internal database.

Smart marketers know that there is a lot to be gained from integrating all of their 1st party data from external

marketing systems into one place. Roivenue helps them connect the worlds of marketing and business into one

seamless experience.

 

The Clients

 

Sazka is a leading lottery company in the Czech Republic with billions in revenue. It offers a whole range of betting products including lottery tickets and sports bets as well as non-lottery products like a virtual tele-operator and an event ticket portal. With such a wide product mix, dozens of websites and a rich portfolio of ad technologies, the robustness and flexibility of Roivenue Data Integration was exactly what their CMO was looking for.

GroupM is the world’s largest advertising media company in terms of billings. With tens of thousands of clients and over 30,000 employees spread out in 81 countries, GroupM always utilises the best state-of-the-art MarTech and AdTech solutions on the market that can stand up against its high expectations.

Ušetřeno.cz is a leading Czech utility comparison website which was recently acquired by ČSOB, a subsidiary of KBC. The service has helped over 2.2 million people find cheaper energy, telco, internet, loan, mortgage, credit card and bank account providers. The ability to fine-tune the data integration separately across their different verticals was a crucial decision factor when choosing a provider.

 

The Solution

 

Roivenue Data Integration is an ETL solution for your marketing, engineered to work with large sets of data. It connects directly to the

ever-growing number of marketing platforms like Facebook or Google DoubleClick and web analytical tools like Google Analytics or

Adobe Analytics and extracts the required data on the most granular (i.e. individual) level. It can also add any transformations along

the way like connecting data from web analytic tools and marketing platforms to analyse, for example, the ROI of your campaigns or

real cost per acquisition (CPA).

 

Thanks to the transformation you can create a much deeper and detailed analysis which analytics tools provide, only on higher level

like event or path analysis. You can even create your own data warehouse for data from web analytics tools and marketing platforms

and have them stored in a way that every data analyst (not just web data analyst) can understand and work with them. Finally, it stores

the data in a cloud storage of your choosing, for instance, MS Azure Blob Storage or Google Cloud Storage. The ability to run an

unlimited number of connectors and data requests makes Roivenue Data Integration a sought out solution for large enterprises as well as

agile and fast growing e-commerce retailers.

 

While the Roivenue Attribution product focuses on advanced marketing challenges like post-view attribution or CLV analysis, Roivenue

Data Integration is the backbone of any data processing within a marketing department. If you need to have all of your data in one

place for further analysing and dashboarding, look no further.

 

Main strengths of Roivenue Data Integration:

 

  • Extraction of online data on a selected granular level, working with personal or even impression level data
  • Robustness of the solution, engineered to handle large datasets
  • Presentation of data in your destination of choice and updated daily
  • Growing the number of connectors to marketing platforms

 

The Use Cases

 

Connecting all of your data together is the first step toward becoming a real data driven business operation. Roivenue is here to be

your partner in this transformation. To get an idea about where it’s going to take you, we present a few of our data integration projects:

 

Sazka

“Roivenue gives our analytical team a complete freedom in choosing exactly the right data to extract and analyze”

Martin Novak_Sazka_Roivenue_“Our focus on the online part of our business has been increasing over the past few years. To be able to cope

with the ever-increasing amount of data from our online marketing campaigns, we have started developing our

own in-house analytics team. For them, the Roivenue Data Integration solution has proven to be very valuable.

Not only is it saving us a huge amount of time on data collection and preparation, it’s also enabling us to analyze

our online data in a way that would otherwise be very difficult and costly. The daily refreshed dataset of connected

funnel from investment to conversion with all the metrics we need has proven to be a very valuable resource. We also see great benefit in

the fact that we can operate Roivenue platform connectors, which gives us freedom in selecting exactly what data we want to extract and

analyze.”

Martin Novák, Head of Business Intelligence

 

 

Ušetřeno

“Reporting time cut by 90 %, new ways of data slicing enabled”

“Our business is focused on lead creation for our partners in banking, insurance, and telco services. As we differentiate these leads into

more than 10 verticals, we need to categorize them by vertical and connect them with acquisition marketing campaigns, which has

proven to be quite challenging. Our cooperation with Roivenue has started only recently and we already have a custom built database

available with all our marketing data, which is refreshed daily. Roivenue provides us with categorized data from campaigns connected

with website traffic and conversion data. Later, we connect this with our internal database, where we track the fulfillment of acquired

leads. With our acquisition and conversion funnel connected, we now see what really works and what doesn’t and we can thus focus on

optimizing our campaigns and services. It also pleases us that the Roivenue team is quite flexible with their offering and is willing to

work with us to find solutions matching our situation.

 

As a result of this project, we’ve been able to cut reporting time costs by 90% and thanks to automatic data flows we are now able to

look at our business in a way which previously wasn’t possible.”

Libor Začal, Lead Strategist

 

 

GroupM

“We can now process data from all or our clients and build beautiful custom reports for them”

Michal Charvat_GroupM_Roivenue“Roivenue data integration enables us to access all data from our client campaigns in a structure which

complies with our planning and reporting standards. The Roivenue team has worked with us closely during

the implementation phase and made sure that the prepared database will fit our specific needs. Now we have

all the data at hand necessary to track the performance of our campaigns and also to build custom reporting

for our various clients. With many hours saved on data preparation, we can now fully focus on what we are best at. Thanks to Roivenue

Data integration, we have saved 10 hours weekly on budget reporting per agency within our group.”

Michal Charvát, Data Manager

 

 

Take a look under the hood of Roivenue’s Data Integration Solution

 

For better understanding, it might be helpful to provide an example of typical output. From our experience thus far, a high-level

output table looks something like this:

 

Dimensions > Source, Medium, Campaign, Adgroup, Keyword/Banner, TransactionID

Metrics > Cost, Views, Impressions, Clicks, Sessions, Pages per Session, Bounces, Conversions, Revenue.

 

The example above is our answer to the traditional question in marketing – what does my spending actually bring back in? If you

are more so interested in a deep analysis of a single platform, queries can be set up to load data combinations based on your

preference. In-depth reporting on display campaigns from your favorite DSP? Properly evaluating the reach from Facebook and

AdWords campaigns? Products sold with traffic sources evaluation over time? You name it.

 

Link up to data in your database by transaction ID and let your data analyst go crazy. Don’t have transaction ID tracking setup

finished yet? No problem, we have experience with this as well and we’ll be glad to work out the right solution for you.

 

There are no worries about the freshness of data either. We’ve optimized the process to such a degree that we’re able to provide

complete data up to the last day at 8 AM each morning. This way you can start your day off with all the information you need.

 

And where might this take you? One of the cases is realizing the real impact of product campaigns on sold items. Consider the

following example:

 

In an online sports apparel store, you are running a product campaign for shoes, but the orders placed resulting from these

campaigns consist of many other product categories. Could it be that people tend to click through shoe campaigns, but in the

end they purchase shirts? And what types of shirts? What is the typical basket resulting from this shoe campaign comprised of?

What are the best acquisition product campaigns?

 

All of these questions can be solved, all you need is data. That’s where we come in.

 

 

Diagram Example:

 

What needs to happen to get your data integration going? The implementation process can be summarized in the following points:

 

  1. Define which marketing platforms will be connected
  2. Talk to your CSM about the ways in which you want the data to be presented – on what level of granularity and if you want to have some specific parameters included in the output
  3. The Roivenue team prepares everything for you – from data loading to the defining of the export structure
  4. A loaded and polished dataset is waiting for you in the cloud database, refreshed daily

 

Now what? Well, if you have an in-house analyst, it’s his time to get to work. In any instance, you can count on the availability of a growing

library of Power BI templates developed by the Roivenue team on our many use cases. These templates can be connected to the cloud

database and visualize the data it contains for you.

 

Key Takeaways:

 

  • Roivenue Data Integration integrates all data from your online marketing into comprehensive output
  • This output is provided in the form of a cloud database
  • The output structure is customized to your needs – you define what will be loaded and presented
  • Data is refreshed daily

 

  • You have full freedom to work with this database – built analysis by itself or connect it further with your internal database
  • The Roivenue Data Integration is able to accommodate demanding needs of large enterprises, world class agencies as well as of fast-growing e-commerce projects
  • The Roivenue team will assist you along the way and provide you with access to a library of Power BI templates​