The power of data transformation
The concept of data transformation is best described as converting data from one format or structure into another.
In the context of data integration, where the aim is a centralized, standardized single source of truth, it’s a little more specific. It’s about taking all the different formats and naming conventions from your different marketing data sources, converting them into a single agreed format and structure, and combining them in a centralized data location.
The benefits of data transformation for any SaaS marketing team are significant. Data transformation ensures consistency in the way data is analyzed, encourages stronger cross-team collaboration, improves the understanding of customer needs, and ultimately leads to creating a more data-driven business that can make better decisions faster to facilitate growth.
Yet the effectiveness of your data transformation often depends on the functionality of the tools and technology you use to support the process.
Adverity is a leading data integration platform with one of the market's most extensive data connector libraries and the flexibility to process almost any type of data or format, allowing SaaS marketing teams to collect and transform data from virtually anywhere.
Once your various data sources are integrated, the Adverity platform applies its powerful transformation engine to the data to clean, normalize, and unify it. It does this by joining data from different sources, stripping out the formats, enriching it with additional information, and applying rules to certain data segments to make them easier to work with.
Let’s look in a bit more detail at the things that can be achieved with market-leading data transformation.
Consistency in formatting
Different marketing platforms often have varied ways of calculating metrics or use different date formats, making accurate performance comparisons challenging without standardization.
Adverity addresses this by transforming data from more than 600 different sources, ensuring the consistency needed for reliable comparison, analysis, and informed decision-making in marketing strategies.
Join your data streams
Leading data integration platforms often have features that allow the joining of data streams with common unique IDs or values into a single table.
This data transformation can be incredibly beneficial for analyzing performance by product across multiple channels using the SKU (Stock Keeping Unit) as a unique ID or evaluating the effectiveness of cross-channel campaigns that share the same campaign identifier in their name.
Joining data streams can significantly enhance the cross-channel impact understanding of marketing performance and aid in strategic planning.
Standardize your naming conventions
Consistency in naming conventions is important for precise data analysis and maintaining data quality.
Adverity’s Smart Naming Conventions feature helps standardize and enforce naming conventions across each of your various data sources.
This standardization ensures that data from different platforms is easily comparable, leading to more reliable analysis and insights.
Create new dimensions from data
If you choose a leading platform for your data transformation, they can likely do more than just standardize data. They can also add value to it.
For example, Adverity enables you to create new dimensions from data, such as splitting text fields by delimiter or creating new fields using features like Match and Map.
This can help enhance the depth and utility of your data, providing fresh new angles and perspectives for analysis and insights.
Translate languages and convert currencies
Having data in a single language and currency format simplifies analysis and ensures consistency across international markets.
This data transformation is crucial for global SaaS marketing teams, enabling them to make data-driven decisions with ease and accuracy.
Visualize your data in marketing dashboards
Visualizing data in intuitive dashboards can be critical for understanding complex data and also allows SaaS marketing teams to quickly grasp trends, patterns, and the performance of KPI metrics.
Once your data has been fully transformed and standardized, Adverity can automatically load it into any data destination, including popular BI and data visualization tools like Power BI, Tableau and Looker.
Effortlessly enhance your data with Adverity’s advanced transformations
In the competitive world of SaaS marketing, the ability to harness data effectively can have a major influence on your business success.
However, many SaaS businesses face challenges such as data silos and data overwhelm, which can get in the way of making accurate, effective data-driven decisions.
The key to overcoming these challenges lies in choosing the right data integration platform — one that not only brings consistency and standardization to your data, but also enhances it and adds value to it, unlocking the true power of your data for optimizations and strategic decision-making.
Adverity has a range of features and functionality that can help you break down data silos, streamline data management, and turn data into actionable insights.
Don’t let the potential of your data go untapped.