How to Approach Migrating Marketing Analytics Platforms


With dozens of information analytics and monitoring platforms obtainable out there to assist your organization’s advertising and marketing program, every with their very own distinctive capabilities and options (from enterprise intelligence to predictive modeling), it’s already difficult sufficient sourcing the precise answer for what you are promoting. A ‘one dimension matches all’ strategy doesn’t work when it comes to choosing the precise information analytics and monitoring platform for what you are promoting, and your wants are probably to change as what you are promoting scales, or maybe increase into new markets or verticals.
Even when it’s clearly time to make a change, and there’s a extra helpful and revolutionary monitoring platform supplier obtainable, many corporations will keep away from switching to a brand new supplier due to worry of the migration course of. This is a reliable concern because it typically takes a number of guide effort to migrate from one platform to one other, and there may be nonetheless the potential for monetary loss from making this platform change. However, these issues can forestall you from working with the monitoring platform that’s finest suited to your wants and gaining the instruments to obtain formidable targets.
Fortunately, extra information analytics and monitoring suppliers are recognizing the migration problem as an addressable downside to embody on their function roadmap and tapping into extra revolutionary tech (like automation) to clear up this immediately. Here’s how platform migration is altering immediately.
There are three phases of the info analytics and monitoring migration course of with various levels of problem. 

First, you as an organization wants to migrate all the info you might have from one platform to one other. This is essentially the most complicated step within the course of for the corporate that wishes to change platforms. 
Second, the advertiser wants to change postback hyperlinks inside their platform. This is a a lot smaller activity however remains to be simply as vital to efficiently swap platforms with out shedding information and income.
Third, the writer will want to join with a distinct API. This will probably be a better step in case you are transferring to a platform the writer has already built-in for different purchasers.

With these three important steps in thoughts, right here’s how innovation is making it simpler than ever earlier than to swap analytics and monitoring platform suppliers.
Tapping into Automation
Automation must be step one – migrating your whole information – to make this as simple as attainable. Affiliate networks don’t typically have their very own in-house tech groups. This means there isn’t somebody who can automate any a part of the migration course of, comparable to saving provides and advertisers, and pushing this information onto a brand new platform. With a selection between doing this work manually or staying with their outdated supplier, a number of corporations sadly decide to stick with an inferior service. This is the place the ability of automation will help. A supplier that automates the migration of your information from one platform to one other, simplifying essentially the most complicated a part of this course of, must be excessive in your record. This contains your whole provides and advertisers (together with monitoring hyperlinks, marcos and postback hyperlink marcos). This course of ought to actually be accomplished on the click on of a button, making your information obtainable on the platform as rapidly as attainable.
Running Platforms in Parallel
Today, most corporations will run two platforms on the identical time throughout a migration for an extended time period, which sadly means paying twice for a similar service, nevertheless it ensures that no site visitors or postbacks are misplaced. Thanks to automation and revolutionary options, immediately corporations can run two platforms in parallel which ensures no lack of income within the migration course of
The first step, migrating your information, is automated however it might take time for advertisers to change postback hyperlinks and your publishers to join with a distinct API. So, working two platforms in parallel could be very useful for this course of – as an example, maybe there are late postbacks which can be pertaining to the site visitors from the outdated platform, so that you’ll need these to be forwarded to your earlier supplier till the migration is full. This ensures you don’t lose any information or income all through the method.

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