Introducing AURA™ | Making Sense of Your Data with AURA™ Connected Insights

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Ninety percent of the world’s data has been created in the last two years, with the average person generating 1.7 MB of data per second. Yet, the average company analyzes just 37-40% of its data, and just 1% of companies use that data to deliver fully cross-channel experiences.¹

But why? 

The Challenges of Data-Driven Marketing

What are some reasons companies use so little of their data?

1. The data is unorganized.
2. It is stored across various platforms and is difficult to aggregate.
3. There are insufficient internal tools (or budgets) to handle such a large amount of data.
4. There are constraints in team capacity or skill sets. 
5. There is hesitation or risk aversion around using machine learning.

These reasons are all valid. However, data is the way of the future, and getting too far behind is even riskier than the reasons above. With the rise of automation, first-party data (and knowing how to use it) will only become more important, and leaning in to use it in creative ways early will give companies an edge.

Introducing AURA^TM

This is why we’re launching AURA^TM, a new advanced and predictive analytics capability to help you learn more about your customers and create new signals to better manage their businesses. 

With the power of cloud-based tools and machine learning, we use more of your first-party data to predict things like:

• Which customers will churn within the next one, three, six, or 12 months.
• Each new customer’s lifetime value at the time of their first purchase. 
• A user’s propensity to purchase for the first time or to purchase again in the future.
• Customer demand in the coming year for your top products or categories.

Then, we can use those predictions to:

1. Optimize Google Ads campaigns via Adlucent Index^TM.
2. Provide new insights and reporting in a custom AURA^TM dashboard.
3. Or, we can pass the predictions back to you for use in internal reporting, analysis, or audience-targeted marketing efforts like email remarketing. 

As part of AURA^TM, there are three distinct solutions: Connected Insights, Predictive Analytics, and Advanced Analytics. This post – the first in a three-part series – digs deeper into the first: Connected Insights. 

Part 1: Make Sense of Your Data with AURA^TM Connected Insights

It is rare for a company to store all its data in one place. Numerous types of first-party data (CRM data, transaction data, store data, website data) and third-party data (advertising and marketing data, supplemental external data, competitor data) are typically scattered across various platforms in various formats. Often there is not a discernible way to aggregate or merge the data together or, at times, a way to even know what data is available. With the amount of data generated daily, this tangled web of data sources, formats, and platforms will only get more complicated.  

AURA^TM Connected Insights can help. It’s a fully cloud-based solution for aggregating, cleaning, merging, and visualizing data of any type. It’s powerful enough to handle terabytes of data yet flexible enough to accommodate shifting business needs, priorities, and budgets. Powered by the Google Cloud Platform, we use various GCP tools to connect to, aggregate, transform, visualize, and train models on your data. Tools like Cloud Functions, BigQuery, and VertexAI, are built with cross-compatibility and added data security benefits since they’re all housed within one GCP ecosystem.  

With AURA^TM Connected Insights, we connect to, consolidate, merge, transform, and visualize data to provide new insights that were previously unavailable. Clients receive access to these insights via a custom AURA^TM dashboard available 24/7. We do this across all marketing channels– even those we don’t manage– in order to visualize the marketing funnel and derive cross-channel insights.

Conclusion

In conclusion, using more data to keep learning more about your customers is crucial for any business looking to implement an effective data-driven marketing program. With fewer third-party signals available, we must rely more on first-party data to create new signals that will help us better understand the full customer journey. 

If you’re interested in learning more about how Adlucent can help you leverage your data in new, effective ways, we invite you to reach out to us and learn more about AURA^TM. We’d happily partner with you and help you take your business to the next level. Let’s chat. For more performance insights like this, subscribe to our digital marketing blog today!

This is Part 1 of a three-part series on AURA^TM, Adlucent’s new cloud-based advanced and predictive analytics solution that uses AI and machine learning to power smarter analytics for your business. The series will cover each of AURA’s^TM service capabilities – Connected Insights, Advanced Analytics, and Predictive Analytics.

Source

1. Google Privacy & Measurement Summit Keynote 1/31/23

Kelly Weeks

Kelly Weeks is Director of Analytics at Adlucent, overseeing advanced and predictive analytics for the agency. A dynamic leader with 15 combined years of experience in marketing, data analytics, business operations, and retail, she is skilled at turning raw data into insights and building systems to use that data at scale. A technology and machine learning enthusiast, she loves exploring patterns in data, finding meaning in numbers, and using AI to make everyday tasks— like writing this bio— easier.