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Trends and hot topics

Discuss the hottest topics, and share your knowledge about the ever changing marketing industry

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48 Topics
Mariia
MariiaCommunity Moderator
published in Trends and hot topics
Mini-course: Build your own marketing data warehouse 🧑‍🎓📚

We're starting this year with exciting news  — we’ve published our very first Supermetrics mini-course! 🎉 In the 3 course lessons, Bartosz, our Principal Data Strategist, shows how to create a data warehouse in Google BigQuery without writing complex SQL, visualize your data from the data warehouse in Looker Studio, and use the data-driven insights to improve your marketing campaigns. No prior technical experience is required.  This mini-course is perfect for:Marketers who want to gain a deeper understanding of their data. Analysts who are looking for a more efficient way to analyze marketing performance. Anyone who wants to unlock the full potential of their data. Here's the first course lesson focusing on getting started with Google BigQuery: 👉 You can access the full course on this page:   https://community.supermetrics.com/p/academy-data-warehouse.  NOTE ❗️ Only Supermetrics Community members can access it. If you're not a member yet, please sign up here.  After watching the less

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Mariia
Sahra
SahraCommunity Moderator
published in Trends and hot topics
Watch the SuperSummit 2024 sessions recordings 🍿

It's a wrap — SuperSummit 2024 has officially ended.  Thirteen spectacular speakers from TikTok, Google, BBC, and more. Two dazzling hosts and 5,000 of you from all over the world. This year, we discussed how top brands and agencies leverage data to drive marketing success across all channels.  Thanks to everyone for joining us, keeping the conversation going in the chat, and sharing your SuperSummit 2024 moments online! We’ve loved seeing how much you enjoyed the event ❤️ All of the 2024 sessions are available for you on the SuperSummit page in the Community. Remember to also take part in our Community Challenge by sharing your biggest takeaway for a chance to win a prize 🏆 Finally, we'd love to hear your feedback to help us make future events even more valuable. 

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Sahra
Isha
IshaCommunity Moderator
published in Trends and hot topics
How ETAM modernized their retail data strategy from the ground upPodcast

What happens when you rebuild your retail data foundation from scratch? For ETAM Group, it meant shifting from scattered systems and frustrated teams to a unified platform that supports smart segmentation, marketing measurement, and everyday decision-making.In the latest episode of The Marketing Intelligence Show, we sit down with Sophie Buresi, Global Data and CRM Factory Director at ETAM, to hear how she led this transformation. 🎙️ From teaching data at Sciences Po to driving real change at ETAM, Sophie shares:What it really takes to lead a data transformation in retail How her team designed a simple, focused strategy that aligns short- and long-term goals Why fixing customer segmentation and data quality was a top priority How they kicked off marketing mix modeling and in-house attribution Where tools like Supermetrics fit in the bigger pictureWhether you're starting your own data journey or looking to take the next step, Sophie’s story is full of real-world lessons and inspiration

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Isha
Outi
OutiCommunity Moderator
posted in Trends and hot topics
The Data Paradox: Are You Drowning in Data and Data-Poor?

Hi everyone!I’ve had the pleasure of working with our team on our new 2025 Marketing Data Report that was just released 🙌 We’ve been digging deep into how marketing teams are using data and the results are.. well, eye-opening, but also I would assume to most a bit comforting that you are not struggling alone. We are living in a Data Paradox: At the same time we are all becoming more and more data-poor (especially considering quality data) but we are also drowning in data.And both of these can be true at the same time, since:💸 Data poor: Marketers have been relying heavily on third-party data which has made them feel data-rich. But it has been a false impression since the slow death of the cookies is revealing how the entire framework of how we build data and tracking has been built on top of them. And now our foundation is shaking and it’s revealing the lack in quality. 🌊 Drowning in data: But at the same time our report shows that we are drowning in data since there is 230% more da

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joy.huynh
kristina.knut
kristina.knutSupermetrics Team
posted in Trends and hot topics
Navigating the TikTok turmoil: what marketers need to know

Will TikTok get banned this weekend? Marketers, here's what you need to know as Supreme Court decision looms 👇 With 170M U.S. users and billions in ad revenue at stake, the clock is ticking for brands relying on TikTok as a cornerstone of their strategy. Whether TikTok stays or goes, this is a crucial reminder of why platform dependency is risky. The rise (and potential fall) of TikTok proves how quickly digital landscapes can shift. Marketers need to:Diversify: A classic story of not putting all your eggs (=ad spend) in one basket. Repurpose your organic content on Instagram Reels, YouTube Shorts, and even LinkedIn. ❗For the love of all that’s holy, back up your assets: Download campaign data and creative content before it’s too late. Engage your audience elsewhere: Let your audience know where they can find you after January 19. Perhaps this is also a good reminder and time to consider owned channels like newsletters.As marketers, this moment also offers an opportunity to reflect an

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streamon
dataviz
datavizSupermetrics Team
published in Trends and hot topics
Preview: Looker Studio goes mobile with responsive reports

When did you last open a Looker Studio report on your smartphone? Probably not recently—it's no secret that these reports don't display well on mobile devices.That could change in 2025, as the Looker Studio team is working on a new feature: responsive grids designed to make reports look great on all devices. This feature is currently in private preview, so you must sign up as a tester to try it out.If you don't have the time or patience for beta testing, we share our initial impressions of responsive reports. First look at responsive reportsYou'll need to create a new report to get started—existing reports can't be converted to the new format. If you can access the feature, you'll see a new screen that lets you choose between standard and responsive reports. Choose between standard and responsive reportsAfter selecting the "Responsive" option, the interface will look familiar. But once you drag charts onto the canvas, you'll notice the new 12-column grid layout. This layout is enforced

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dataviz
AndreKoot
AndreKootNewbie
posted in Trends and hot topics
Journey to Cross Ad Channel Performance reporting at scale

Hello everyone, 👋At the Supermetrics Meetup at the Google office in Amsterdam, Dec 4th 2024, I talked about our journey to Cross Ad Channel Performance reporting at scale.Here are the slides if you are interested in this topic.If you have any questions, comments or feedback, feel free to reply here or drop me an email.

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Sahra
Santiago Lean
Santiago LeanNewbie
posted in Trends and hot topics
AI assistance for reporting

Accessing and analyzing data can be challenging for business people within an organization due to the lack of technical skills.They often end up knocking the Data team door with ad-hoc requests, creating delays and hindering the decision-making process.Business teams must have a self-service approach to get instant answers and analysis to uncover insights.Tomorrow, at 3pm GMT, we'll discuss about how AI is making it possible!Thanks ​@Outi  & ​@Sahra for the invitation to co-host this amazing webinar :)Register here: https://lnkd.in/dkfDHCpkAlso, feel free to leave any questions or doubts you might have about this topic :)

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Outi
Aleks
AleksSupermetrics Team
posted in Trends and hot topics
Join me and JB tomorrow for the December edition of our Product Updates series!

Hey everyone 👋Just wanted to give you a heads-up that me and ​@jbsm are hosting a webinar tomorrow on the latest product updates. We've got some cool new stuff to show you that's going to make your data integration and reporting even easier. 😉 Click here to sign up and join us live (as well as get the recording sent to you)! Here's a sneak peek at what we'll cover:New data source connectors: Discover how to connect to even more data sources, including marketing automation, social media, CRM, analytics, e-commerce, and paid media platforms.   Custom Data Import enhancements: Learn about the improved flexibility and reliability of our Custom Data Import feature, including new import methods, the ability to adapt to file structure changes, and easy editing of existing imports.   SAML single sign-on: Enhance security and simplify access management with our new SAML single sign-on feature.   Reporting on non-aggregatable metrics: Gain greater control over reporting on reach and other non-

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Aleks
kristina.knut
kristina.knutSupermetrics Team
posted in Trends and hot topics
TikTok trends: what your brand can learn from the rise and fall of the "demure trend"

TikTok's fleeting "demure" trend might feel like a distant memory (so August 2024, right?💁), but there’s still plenty to unpack… and actionable lessons to take away for your brand, especially before the holiday season really kicks in! In her insightful SuperSummit session, Ankita Mehta Shodhan from TikTok broke down how brands can leverage TikTok trends strategically by understanding their different types:Nano trends ("trend moments"): Lasting hours to days, these trends are sparked by viral videos or sound clips. Brands that act quickly can create authentic, timely content. Micro trends ("trend signals"): These trends build over weeks or months, often growing in niche communities before going mainstream. They’re perfect for brands looking to engage specific audiences with on-point messaging. Macro trends ("trend forces"): Spanning months to years, these trends influence broader cultural movements, shaping strategies that create deeper, long-lasting audience connections (think about t

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kristina.knut
Mariia
MariiaCommunity Moderator
posted in Trends and hot topics
🏆 Share your main SuperSummit 2024 takeaway for a chance to win a prize 🏆 (ended)

 We hope you had a chance to join us for the SuperSummit 2024 😍 Don't worry if you couldn't attend live  — we saved all the sessions for you here. We’d also like to invite you to take part in our Community Challenge for a chance to win a fabulous gift box full of goodies  How to take part in the Challenge?In the replies to this post, share your biggest takeaway from any of the SuperSummit 2024 sessions.  Mention which session it was. Give likes for the takeaways shared by other Community members that you find insightful. The person who shares the most upvoted takeaway will be awarded a gift box worth $150.  ⏳ This challenge ends on November 14, 2024. Good luck!  

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Mariia
Aurora
AuroraCommunity Moderator
posted in Trends and hot topics
Connector of the Month: Salesforce

Can you believe it😱 Our Salesforce connector is finally released from early access🎉This means that the data source has been fully updated, and you can now enjoy all of its use cases and capabilities. Here are some inspirations:Visualize the full sales & marketing funnel by combining your Salesforce data with those from web analytics and marketing channels. Identify your top lead-driving campaigns and marketing initiatives. Create historical reports and understand the opportunity growth trend by storing your data in data warehouse products.I know a lot of our customers have Salesforce in their tech stacks, so why not give it a go and start your free 14-day trial.Start your free trial here!

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Aurora
Outi
OutiCommunity Moderator
posted in Trends and hot topics
What is the modern marketing measurement framework? 🧐

Thank you everyone who joined our SuperSummit 2024 🙏 Hope you found all the sessions useful 🤓Attached you can find the slides from my session with Jakob from Google Cloud and the key takeaways I think are the most important to remember:Data First: A strong data foundation, including omni-channel collection, integration, and unified storage, is crucial for accurate measurement. Data Quality = Result Quality: Garbage in, garbage out. The quality of your data directly impacts the quality of your insights. Focusing on data quality from the start is crucial for accurate and reliable measurement. We'll be diving deeper into this topic in an exclusive, community-only webinar on 14th of November! Sign up here 💫 Measurement is a Journey: Start with channel-specific performance, then explore cross-channel allocation and strategic planning using methods like data-driven attribution and MMM. The Power of Combined Measurement: Different measurement methods work best together, providing a more co

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Outi
sarahclarkedigital
sarahclarkedigitalNewbie
posted in Trends and hot topics
✨ Proving marketing effectiveness in the age of data fragmentation ✨

Thanks everyone who joined the Supersummit last week and our talk on proving marketing effectiveness in the age of data fragmentation. Please find the slides below attached, as well as our top three tips:Don’t be afraid if you don’t have all the data. There are always ways around it to tell the story you want to tell, you just have to get creative and use proxy data sources Remember the big picture and balance this with the immediate need. Make sure everything tiers up to your bigger, broader business goals, whilst having short-term indicators of performance which let stakeholders know you’re on the right lines Make sure you have a central source of truth with a report or dashboard so it’s easy to see everything in one placeIf you have any questions (I know we didn’t get to any on the call), drop them below and we’ll be happy to respond with our POV. Do you have any thoughts on how we can measure marketing effectiveness with fragmented data sources? Would love to hear everyone’s experi

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Jess Gondolfo
Sahra
SahraCommunity Moderator
published in Trends and hot topics
Get Ready for SuperSummit 2024!News

Get Ready for SuperSummit 2024!Are you ready for a week filled with exciting activities and opportunities to connect with like-minded individuals? SuperSummit 2024 is just around the corner!When: October 24, 2024 Time: 11AM EDT / 5PM CESTHaven't registered yet? Don't miss out! Register now!What to expect in the Community:Exclusive content: Access all session recordings after SuperSummit. Community raffle during SuperSummit: Win exciting prizes and become a part of our growing community. The raffle is among Summit attendees who are also Community members The names  of the winners will be announced at the end of Summit 3-week challenge: What were your biggest take aways from the Summit? Reflect on your and share your insights with us 😍 We can't wait to see you there! Let's make SuperSummit 2024 a memorable experience together.   Community Team ❤  

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Sahra
AnssiRusi
AnssiRusiSupermetrics Team
posted in Trends and hot topics
Invite from the CEO: Welcome to SuperSummit October 24th

Welcome to join our biggest event of the year, SuperSummit on Oct 24th. Our team has been working super hard to provide three hours of marketing insights for you. We've got an incredible lineup of speakers from TikTok, Google, BBC, McCann, and more, ready to share how they're tackling the biggest challenges in marketing and data.This is your chance to level up your marketing strategy for 2025. Why join?Learn from the best in the industry Get actionable insights for your data-driven marketing Connect with a community of like-minded professionalsI’m also having a keynote “Driving growth by embracing messy marketing” with our Chief Product Officer Matt.  Looking forward seeing you all at SuperSummit.  Welcome,Anssi RusiCEO @ Supermetrics Save your spot and join us live by clicking here  

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AnssiRusi
Aleks
AleksSupermetrics Team
published in Trends and hot topics
Join us at SuperSummit on October 24th, 2024

Hey Supermetrics Community 👋@Jess Gondolfo and I are so excited to be hosting SuperSummit 2024 on October 24th! 🎉 We've got an incredible lineup of speakers from TikTok, Google, BBC, McCann, and more, ready to share how they're tackling the biggest challenges in marketing and data. Click here to sign up and join us live Whether you're a seasoned marketer or just starting your marketing data journey, this is THE event to:Level up your marketing data skills: Learn cutting-edge strategies from industry leaders. Gain valuable insights: Hear how top companies are navigating data fragmentation and maximizing their marketing ROI. Connect with the best: Network with experts, peers, and the Supermetrics team!Check out the agenda below 👇  Save your spot and join us live by clicking here We can't wait to see you there!

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Mariia
nitinsnow
nitinsnowSupermetrics Team
posted in Trends and hot topics
My Journey of Learning PPC

My Journey of Learning PPCTwenty months ago, I embarked on a journey to master the intricacies of Paid Search (PPC). As a Senior Solutions Engineer, understanding digital marketing use cases, particularly around PPC, became critical to providing relevant solutions to my customers. At first, the world of PPC felt unfamiliar, but as I dove deeper into it, I began to see how search engine behaviour, marketing strategies, and paid advertising connect to help businesses compete for visibility.The First Steps: Understanding Paid SearchPaid search is a digital marketing strategy designed to position your business at the top of search engine results when potential customers are actively searching for relevant products or services. My journey started with Google Ads, the dominant advertising tool globally. It opened my eyes to how paid search campaigns work and the impact they can have on business growth.Search engines, like Google, act as a bridge between questions and answers. Paid search all

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nitinsnow
Aurora
AuroraCommunity Moderator
posted in Trends and hot topics
Connector of the Month: YouTube

Hey y’all! 👋 We’re back to highlight one special connector for October: YouTube. Reach a massive global audience and connect with potential customers on YouTube, the world's most popular video-sharing platform.With our YouTube connector, you can:Create an easy inventory list of your video assets on YouTube and quickly see which content has generated the most engagement. See how your videos’ likes, comments, and account follows have changed over time and if there are any seasonal differences. Combine data with your other social and paid media channels to see the performance of your campaigns.And if you only tried the previous version of the connector, we’ve made some new updates. 💡 Here's what's new with the connector:The new connector is faster in loading and fetching data The UI has been improved, and the new connector makes it easier for account selection The new connector reduces errors in creating invalid field combinationsYou can try the YouTube connector here. Let me know what

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Aurora
Outi
OutiCommunity Moderator
posted in Trends and hot topics
Supermetrics DMEXCO 2024 recap 🇩🇪

DMEXCO 2024 in Cologne showcased the evolving digital marketing landscape, with a strong emphasis on artificial intelligence (AI), the rise of retail media, and the ongoing shift towards a privacy-focused environment. What is DMEXCO?DMEXCO (Digital Marketing Exposition & Conference) is a premier global event uniting marketing, media, and tech professionals, including advertisers, agencies, publishers, and technology providers. The event is divided into key areas: the World of Agencies, World of E-Commerce, World of Media, World of Tech, and a dedicated Start-up area. Each area features exhibition booths, keynote stages, and masterclass sessions, offering diverse learning and networking opportunities. Navigating the DMEXCO Maze:With approximately 180 events across two days, spanning seven main stages and numerous masterclasses and specialized sessions, navigating DMEXCO presented a challenge. The reality is that you need to choose to either:Focus on networking and check out what all

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Outi
Kathy
KathySupermetrics Team
posted in Trends and hot topics
Is Last-Click Attribution Really That Bad? Thoughts on Multi-Channel ROAS + Template

Last-click attribution has a bad reputation, yet many of our customers rely on it for multi-channel reporting. So, I had to ask: if it’s so flawed, why is it still so popular?Marketing is messy. Looking at just the last touchpoint and attributing revenue or conversions solely to that moment doesn’t give us the full picture. But let’s be real—more advanced methods like Marketing Mix Modeling (MMM) aren’t accessible for everyone. And even multi-touch attribution isn’t perfect, especially when privacy limitations make it difficult to track a user’s journey across every interaction.So why last-click? It’s relatively simple to implement. UTM tags, the technology behind it, are reliable. Plus, some data is always better than none. For businesses with short sales cycles, understanding the last touchpoint can be quite insightful for decision-making—as long as you keep in mind that it’s just the final stop, not the whole journey.As your business’s data maturity grows, you can blend insights fro

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Kathy
Aleks
AleksSupermetrics Team
published in Trends and hot topics
Product Updates: September 2024 recording

Thank you to everyone who joined our second Product Updates session! 🙌Me and JB had a great time discussing the exciting new features and updates we’ve been working on for Supermetrics. We were thrilled to hear all your feedback and ideas during the session.A special shout-out to everyone who expressed interest in joining our beta programs for the newly introduced features. Just like last time, we’ll be reaching out to those who answered the polls in the near future to invite you to join the beta tests 👀In case you missed it, the recording of the session can be found below.We're planning to continue these sessions quarterly, so expect the next update to come around December. We can’t wait to show you what’s next! Thanks for your support, and we’ll see you at the next session!

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Aleks
nitinsnow
nitinsnowSupermetrics Team
posted in Trends and hot topics
Why marketing mix modelling is important

Marketing Mix Modelling (MMM) is incredibly important because it helps marketers understand the true value of their marketing efforts across the entire customer journey. Here's why:1. Beyond Last-Click Attribution:Traditional last-click attribution: This method only gives credit to the final touchpoint before a conversion, ignoring all the other interactions that may have influenced the customer's decision. MMM's holistic view: It considers all touchpoints, from initial awareness to final purchase, providing a more accurate picture of how each channel contributes to conversions.2. Optimizing Marketing Spend:Informed budget allocation: MMM helps you understand which channels are driving the most value, allowing you to allocate your budget more effectively. Identifying underperforming channels: It can reveal channels that may be underperforming or not contributing significantly to conversions, allowing you to adjust your strategy.3. Improved Campaign Performance:Targeted messaging: By un

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nitinsnow
nitinsnow
nitinsnowSupermetrics Team
posted in Trends and hot topics
Let's start our "Marketing Mix Modelling (MMM)" journey!

Let's start our "Marketing Mix Modelling (MMM)" journey! My name is Nitin Patkar, and I have around 10 years of work experience around data and analytics.As a Senior Solutions Engineer with #Supermetrics, my role often revolves around bridging the gap between data, technology, and business outcomes. One of the most powerful applications I've seen in recent years is the use of predictive analytics in Marketing Mix Modeling (MMM). The goal is to help companies optimize their marketing investments by giving them the tools and guidance needed to implement data-driven solutions. However, not every organization has the internal expertise or data science resources to build such solutions in-house. Fortunately, specialized vendors like Seeda.io and Mutinex—both of whom have strong relationships with Supermetrics—can provide a more accessible path to MMM for businesses without dedicated analytics teams.In this guide, I’ll outline how companies can implement MMM by either leveraging Supermetrics

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nitinsnow
Outi
OutiCommunity Moderator
posted in Trends and hot topics
🍂 Fall is coming and with it Black Friday - is it panic time? 🔥

I shared some tips on how to prepare for Black Friday and reduce the panic in our Supermetrics blog. Go check out the full content, but shortly  my highlights from the list are:decide if you want / need to participate start planning now Measure, measure, measure Automate reporting, alerts and everything you can But what are your tips for surviving peak season? Read the full blog here: https://supermetrics.com/blog/black-friday-ecommerce

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Outi
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