A key part of data mapping is transforming your data from the different structures and formats held in your data sources into standardized, consistent formats in your data destination.
Each data integration solution has its own set of out-of-the-box transformations and enrichments that can help you quickly and efficiently standardize data.
It’s important to check the transformation capabilities of any data integration platform before signing up. Key transformations to look out for are language translation, currency conversion, date standardization, and location unification.
The terminology “transformations” and “enrichments” are often used interchangeably within the field of data integration, and different platforms refer to things in slightly different ways. Both terms relate to transforming and adding value to your data during the integration process so your centralized source of data is exactly the way you want it.
Code your own transformations
Occasionally, businesses might want to standardize or enrich data in a specific way to suit unique business needs.
It might not be possible to find a data integration platform that has an out-of-the-box transformation to meet those needs.
So, as part of your evaluation of different data integration platforms, ask if their solution has the flexibility to allow you to create your own custom data transformations and enrichments.
Create calculated metrics
Another thing to consider when you’re evaluating different data mapping tools is whether they have the ability to create calculated metrics for ease of analysis.
To illustrate this, let’s use the example of the performance metrics held by different marketing platforms. Some might use CPA, others might use ROI, and others might use ROAS.
For consistent data analysis, you want to measure the performance of each of your campaigns by CPA. But how does this work if your data sources don’t have a CPA metric available?
This is where calculated metrics come in. Using this example, you could create “CPA” as a calculated metric within your data integration platform, taking the marketing spend of each campaign divided by the number of sales.
Data fetch frequency
To help stay ahead of the curve, marketing teams need to make decisions based on the most recent data, taking action based on what’s happening today rather than what happened last week.
For your business to be able to do this, you need to be able to access the freshest data possible, ideally in near real-time.
Every data integration platform has its own fetch frequency, which relates to how often it extracts data from each of your data sources.
For the majority of businesses, solutions like Adverity, with a data fetch frequency of every 15 minutes, are likely to be more than enough.
Map your data accurately and effortlessly with Adverity
Effective data mapping is the foundation on which successful data integration is built.
An accurate data mapping process is essential for making sure all your disparate data sources are brought together correctly in your single source of truth and have the format and structure that makes sense for your business decision-making.
Manual data mapping is not feasible for most businesses — you really need the right data integration platform with robust data mapping capabilities.
Adverity is a leading data integration platform specifically designed for the needs of marketers and those managing marketing data.
With more than 600+ out-of-the-box data connectors, advanced data transformation capabilities, the ability to code your own custom enrichments, functionality to easily create calculated metrics, and a data fetch frequency of every 15 minutes - it meets the data mapping needs of any marketing team that’s looking to improve data-driven decision making.
Read some of our case studies to learn more, or book a demo to experience Adverity.