What are examples of continuous data in marketing?
Continuous data can provide valuable insights in a marketing context due to its precision and ability to capture subtle variations.
Some common examples might include:
- Website visit duration
It wouldn’t be useful to report on the website visit duration in whole numbers like “1 minute” or “2 minutes”. Doing so would mean that you could potentially miss important trends and patterns in visitor engagement on your website.
Rather than simply rounding up to the nearest minute, continuous data allows us to measure the exact website visit duration, such as 1 minute and 37 seconds.
So, if you notice that the average visit duration is gradually decreasing from 1 minute 37 seconds to 1 minute 35 seconds and 1 minute 33 seconds, it could help you identify that there’s something on your site that you need to address.
- Time spent watching a video ad
Similar to website visit duration, specifying the exact amount of time the average viewer spends watching a video ad is important.
You wouldn’t get the precise insight you needed by rounding it to the nearest minute — it's about capturing the precise duration down to the second to monitor trends in viewer interest and engagement accurately.
Discrete Vs. continuous data: The differences summarized
Understanding the differences between discrete vs continuous data is important in marketing data analysis, as the two types of data have unique characteristics and should typically be used and visualized in different ways.
To clarify the distinctions between the two types of data, we’ve put together a handy comparative table that outlines their characteristics.
Values that can only be distinct, separate, whole numbers.
Values that can take any number within a range, including decimals or fractions.
Examples in Marketing
Number of website visits, sales transactions, social media likes, email campaign click-throughs.
Time spent on a website, duration of video engagement.
Mapping and validating your discrete and continuous data
The majority of modern marketing departments are managing data across a number of different marketing channels and platforms.
To help streamline the data analysis process and ensure that everyone in the business is working from consistent and standardized data, many businesses are looking to data integration to help deliver a single source of truth.
To quickly summarize the role of a data integration platform, it helps bring each of your disparate data streams into a single, standardized, centralized database, which can help businesses access and analyze their data more effectively.
One of the challenges in effective data integration is ensuring that your data is loaded into the centralized data destination in the correct structure and format.
For example, you’d want to make sure that your average website visit duration retains the granularity you need and isn’t rounded to the nearest whole number.
Data mapping and data enrichment ensure that the fields in each of your data sources are correctly mapped to the correct field in your data destination in the agreed format and structure to make it optimal for analysis and decision-making.
Data validation is equally important for verifying the accuracy and quality of your data integration, identifying anomalies like missing or duplicate entries. This ensures your integrated data is reliable and accurate so teams can confidently make informed decisions.
When you’re looking for a data integration solution for your business, it’s important to consider its functionality to maintain the quality and integrity of your data. This is critical if you’re going to ensure the teams across your business have the right data for making accurate, informed marketing decisions with confidence.
Adverity: helping you consolidate all your business data
Making the transition to become more data-driven in your marketing decision-making can sometimes feel daunting.
But with the right tools and technologies, it doesn’t need to be.
Adverity is a market-leading data integration platform specifically designed to handle the data needs of marketing teams.
With more than 600 data connectors, you’re able to connect to, transform, and integrate all your marketing data - whether it's structured or unstructured, discrete or continuous.
Intuitive data mapping functionality and robust data validation tools ensure that all data formats remain consistent, accurate, and aligned with your unique business needs.