Freethink + Keboola: Understanding cross-channel video analytics

Video is one of the hottest trends in digital marketing. YouTube, which has expanded more than 40 percent since last year, reaches more 18-49 year-old viewers than any of the cable networks and has a billion users watching hundreds of millions of hours every day. 

Freethink, a modern media publisher, uses online video to tell the stories of passionate innovators who are solving some of humanity’s biggest challenges by thinking differently. While telling important stories is their primary focus, data underlies all of their decisions. As a publisher, they need to understand how well each piece of content performs, as well as how that content performs across platforms (they currently publish videos on their website, YouTube and Facebook.)

Prior to working with Keboola, collecting and combining data for cross-channel video analysis was a time consuming, manual effort (particularly because Facebook has separate APIs to track page content and promoted content.) In addition, this process made performing time-over-time analyses a real challenge.

The goal was to provide a dashboard solution for the team to have better visibility into their data. Keboola Connection (KBC) was able to overcome this by leveraging existing API connections to get data from Facebook and YouTube. In addition, Keboola utilized its partnership with Quintly (social media analytics) in order to pick up cleaned and verified data from their API.  All this data is combined additional data sources including Google Sheets to provide additional metadata for advanced reporting and segmentation. This blended data enables universal reporting across platforms to get a 360-degree picture of each piece of content.

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Freethink now has all their data populated in Redshift, where Chartio is able to connect to create beautiful dashboards for reporting. They are able to go into the Keboola platform and manually adjust and run configurations to get exactly the data they need. The biggest gains have been in time saved, being able to show change over time and freeing the team up to focus on more complicated analyses. This also opened up data access to the broader team, promoting collaboration and data driven decision making.


"Keboola really helped simplify and automate the process of collecting and combining data. Working together, Chartio and Keboola Connection deliver a full stack solution for modern analytics, taking full advantage of the cloud. I’m able to give my team better insights into our performance and make better decisions, quicker."

-Brandon Stewart, Executive Editor at Freethink


Thanks,

Colin


Keboola’s Marketing Solutions

Even though we understand that every company and each department within it have very different BI needs, we also believe in sharing inspiration from our clients about how they make relevant business decisions using data in their daily routines. You might find this helpful in shaping your own solution.

When planning a new product launch and deciding where to spend your marketing budget, you probably have questions regarding the impact of your campaign:

  • How long will it take to turn marketing leads into faithful customers?

  • Did I target the correct customer group?

  • Do my potential customers respond to the advertisement as expected?

  • What is the return of investment for my campaign based on different target groups and products?

Check out similar questions our clients have asked. Combine them with an analytical mindset, and create the reports your company needs to invest in better marketing decisions, and to generate a higher return on investment.

Roman Novacek from Gorilla Mobile says: “When looking at our marketing model, everything seemed to be going according to plan. But when we looked deeper into what we thought were well-performing campaigns, we found out that while some ads and channels were performing extraordinarily well, others were draining the overall average leading to mediocre results.”


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Anatomy of an Award Winning Data Project Part 1: CSC and Marketing Analytics

Here at Keboola, we take pride in working closely with partners and customers ensuring that each project is a success. Typically we’re there from the beginning - to understand the problem the client needs to solve; to help them define the scope and timeline of the implementation; to provide the necessary resources to get buy in from the rest of their team; to offer alternative perspectives and options when mapping out the project; and to be their ally and guide throughout every step of the process. With all that work, all that dedication, it turns out we develop quite a soft spot for both our clients and their projects. 

We’ve got skin in the game, so when one of our clients receives an award because of the project we worked on together, we get pretty excited. And when two clients receive an award because of our work together, well, then we’re downright ecstatic and ready to celebrate!

At the end of 2015, two customers were honored for their commitment to data innovation. Firehouse Subs® was awarded the Hospitality Technology Innovation Award and the digital marketing team at Computer Science Corporation (CSC) for the ITSMA Diamond Marketing Excellence Award.

Since new partners and clients often ask us to explain what components and environment cultivate a successful data project, we thought we’d take this exceptional opportunity to ask our customers themselves: Danny Walsh, Director of Reporting and Analytics, Firehouse Subs and Chris Marin, Senior Principal, Digital Marketing Platform & Analytics, CSC.

Over the next couple of weeks, we’ll share each of their stories and explain how we feel these separate use cases in two distinctly different industries are reflective of what we at Keboola view as the ideal conditions for creating a wildly successful - award-winning even - data project.

Why aren’t there more nerds in marketing?

My arrival at Business Intelligence (BI) and eventually consulting for Keboola was not through your standard Statistics or Programming route. After completing a Bachelor’s degree in Business & Communications, I had several stints coordinating corporate marketing efforts in various industries from Automotive to Gaming. I found that no matter what capacity I worked in -  from tracking call-to-actions, to analyzing performance reports from suppliers and conducting market research - I could not hide from data. 

So in my never ending quest for efficiency I also started to ask myself why am I doing this and how meaningful is it? Or simply put, am I wasting my time coming up with tweets no one reads. #HashtagAllTheThings

                                              

Traditionally data analysis was never a core a competency of marketing, someone else from purchasing, finance, IT etc. would tell you if your campaign was successful. But with the shift towards digital marketing there’s been an increase in data availability and now more control over how marketers themselves can measure KPIs.

It was this trend that made me first curious about making the switch from Marketing to Analytics. The organizational gap was so apparent to me, but I had no idea what that translated to in terms of a job description. I was stuck between working in marketing where (for obvious reasons) the primary focus is on campaign implementation before measurement vs. a highly technical position (which I didn’t even have the qualifications for) that would stifle my creative side.

Caught in the middle, I came across a job posting at Keboola for a “Data Analyst”. At the time I had no idea what I was applying for, but through my experience in the past year I now see that the job description couldn’t have been clearer. Keboola like me is somewhere in the middle. With a pragmatic approach, we provide real solutions to our clients’ very real business issues.  

What I love about working here is that we help companies integrate both Market Intelligence (MI) and Business Intelligence (BI) for data-driven decision making.


In my role, I provide the (BI) tools to answer the “why” behind my clients’ marketing decisions and then visualize those findings so they can make more informed decisions (MI). What I’ve found through this experience that there are common problems afflicting marketers, for which I feel there is actually a solution already under your nose. My job at Keboola is to translate these observations into something actionable so marketers can be empowered to work with their data and spend their time creating something meaningful … less hashtags in the next tweet perhaps?