The Evolution of Marketing Analytics: Streamlining Data Flow with Innovation
September 7, 2024, 5:49 am
In the fast-paced world of digital marketing, data is the lifeblood. Companies are constantly seeking ways to optimize their marketing strategies and improve their return on investment (ROI). Avito, a leading online marketplace in Russia, has taken a bold step forward by developing a new service called Marketing Manager (MM). This innovative tool aims to simplify the process of sending data to advertising systems, ultimately saving time for marketing analysts and enhancing the efficiency of marketing campaigns.
At its core, the Marketing Manager is designed to address the complexities associated with third-party marketing codes. Traditionally, data from user interactions on platforms was sent to advertising systems through various SDKs (Software Development Kits). This approach often led to inconsistencies in data, high resource demands, and significant delays in implementation. Avito recognized these challenges and sought to create a more streamlined solution.
The MM service allows for the direct transmission of analytical events from Avito’s platform to external advertising systems. This means that marketing analysts can now send targeted events—such as user interactions with items—without the need for cumbersome third-party code. The result? A more efficient process that enhances data consistency and reduces the time to market for new features.
One of the primary issues with the previous approach was the inconsistency of data. Events were often triggered by microservices rather than the user interface, leading to discrepancies in the data collected. Additionally, the reliance on third-party SDKs created a bottleneck, as product teams had to allocate resources to maintain these libraries and ensure they were up to date with each product release. This not only slowed down the development process but also left marketing analysts in the dark about new features and their associated data.
With the introduction of MM, Avito has tackled these problems head-on. The service allows for the configuration, filtering, and enrichment of messages based on clickstream events, all in near real-time. This means that marketing teams can quickly adapt to changes in the market and make data-driven decisions without the lengthy delays associated with traditional methods.
The architecture of the Marketing Manager is built on a robust framework that collects events from various sources, including services, frontends, and mobile applications. These events are processed through a series of jobs that enrich the data before it is sent to the appropriate advertising systems. Each advertising system has its own dedicated topic, ensuring that data is organized and easily accessible.
However, the implementation of MM is not without its challenges. The service guarantees delivery of events at least once, which means that while data may be duplicated, it will not be lost. This approach allows for resilience in the face of potential system failures, but it also requires careful management to avoid overwhelming the advertising systems with redundant data.
Moreover, the Marketing Manager incorporates anti-bot mechanisms to ensure the integrity of the data being sent. By utilizing a streaming anti-bot solution, Avito can filter out unwanted traffic and maintain the quality of the data that reaches advertising partners. This is crucial in a landscape where data privacy and security are paramount.
The benefits of the Marketing Manager extend beyond just efficiency. By eliminating the need for excessive front-end code and reducing the time to market for new features, Avito has empowered its marketing analysts to focus on what truly matters: analyzing data and optimizing campaigns. The transition from third-party SDKs to server-to-server (S2S) events has proven to be a viable alternative, maintaining key marketing metrics while streamlining operations.
As Avito continues to refine the Marketing Manager, the company is also looking to support the transition from third-party SDKs to S2S for all possible events. This ongoing commitment to innovation reflects a broader trend in the industry, where companies are increasingly prioritizing data-driven decision-making and operational efficiency.
In conclusion, the development of the Marketing Manager represents a significant leap forward in the realm of marketing analytics. By simplifying the data flow and enhancing the reliability of information sent to advertising systems, Avito is setting a new standard for how companies can leverage data to drive their marketing strategies. As the digital landscape continues to evolve, tools like MM will be essential for businesses looking to stay ahead of the curve and maximize their ROI. The future of marketing analytics is bright, and Avito is leading the charge.
At its core, the Marketing Manager is designed to address the complexities associated with third-party marketing codes. Traditionally, data from user interactions on platforms was sent to advertising systems through various SDKs (Software Development Kits). This approach often led to inconsistencies in data, high resource demands, and significant delays in implementation. Avito recognized these challenges and sought to create a more streamlined solution.
The MM service allows for the direct transmission of analytical events from Avito’s platform to external advertising systems. This means that marketing analysts can now send targeted events—such as user interactions with items—without the need for cumbersome third-party code. The result? A more efficient process that enhances data consistency and reduces the time to market for new features.
One of the primary issues with the previous approach was the inconsistency of data. Events were often triggered by microservices rather than the user interface, leading to discrepancies in the data collected. Additionally, the reliance on third-party SDKs created a bottleneck, as product teams had to allocate resources to maintain these libraries and ensure they were up to date with each product release. This not only slowed down the development process but also left marketing analysts in the dark about new features and their associated data.
With the introduction of MM, Avito has tackled these problems head-on. The service allows for the configuration, filtering, and enrichment of messages based on clickstream events, all in near real-time. This means that marketing teams can quickly adapt to changes in the market and make data-driven decisions without the lengthy delays associated with traditional methods.
The architecture of the Marketing Manager is built on a robust framework that collects events from various sources, including services, frontends, and mobile applications. These events are processed through a series of jobs that enrich the data before it is sent to the appropriate advertising systems. Each advertising system has its own dedicated topic, ensuring that data is organized and easily accessible.
However, the implementation of MM is not without its challenges. The service guarantees delivery of events at least once, which means that while data may be duplicated, it will not be lost. This approach allows for resilience in the face of potential system failures, but it also requires careful management to avoid overwhelming the advertising systems with redundant data.
Moreover, the Marketing Manager incorporates anti-bot mechanisms to ensure the integrity of the data being sent. By utilizing a streaming anti-bot solution, Avito can filter out unwanted traffic and maintain the quality of the data that reaches advertising partners. This is crucial in a landscape where data privacy and security are paramount.
The benefits of the Marketing Manager extend beyond just efficiency. By eliminating the need for excessive front-end code and reducing the time to market for new features, Avito has empowered its marketing analysts to focus on what truly matters: analyzing data and optimizing campaigns. The transition from third-party SDKs to server-to-server (S2S) events has proven to be a viable alternative, maintaining key marketing metrics while streamlining operations.
As Avito continues to refine the Marketing Manager, the company is also looking to support the transition from third-party SDKs to S2S for all possible events. This ongoing commitment to innovation reflects a broader trend in the industry, where companies are increasingly prioritizing data-driven decision-making and operational efficiency.
In conclusion, the development of the Marketing Manager represents a significant leap forward in the realm of marketing analytics. By simplifying the data flow and enhancing the reliability of information sent to advertising systems, Avito is setting a new standard for how companies can leverage data to drive their marketing strategies. As the digital landscape continues to evolve, tools like MM will be essential for businesses looking to stay ahead of the curve and maximize their ROI. The future of marketing analytics is bright, and Avito is leading the charge.