Data

Decisions at the speed of thought

Decouple insights from expensive PEPM workflow software, leveraging a best-in-class, extensible data model

How much time do you spend struggling with go-to-market data?

Standardized and Extensible

Loosely coupled endpoints to import and export data. A platonic ideal marketing data model developed over 20+ years. Continuously improved, never deprecated.

Empower Your Data Scientists

Link directly to version control. Focus on modeling, not munging. Deploy models back to the same environment.

Pay for Data Management, Not Seats

Don’t pay up to $100 per employee, per month to store data. Liberate insights from the tyranny of workflow tools, and start driving cross-channel value.

The Promise of the Marketing Data Platform

A relational data warehouse built with standardized schemas, loosely coupled to source systems, and extended to meet a company’s unique requirements.

PlayCaller, A Managed Marketing Data Platform

1.Import 2. Data Management 3. Modeling 4. Intelligence 5. Export

Easily import data, with clear data provenance (where did the data come from) and reversibility (ability to remove the data from the system):

Mapping. Easily map external objects—e.g., a lead or opportunity stored in a PEPM / cloud system—to the extensible definition in the system. Once mapped, objects are callable by an API.
Flexible Import. Schedule bulk transactions via API or SFTP, or manually upload data as necessary.
Rollback. Roll back individual transactions or bulk record sets based on the transaction ID.

Modify data in the system, for QA or data transformation purposes. Ensure that managers always get the clean view they are looking for.

Manipulate data. Changes are stored in a change table, with the user ID recorded, for auditing or for future rollback. Users can also deploy custom SQL against the database, again with deletions stored in the change table.
Leverage a rules engine to trigger changes to the data, either on a schedule or on an event.
Leverage a robust transaction log to understand all changes made to the data over time.

Run, deploy, and test models on the platform. R and Python models can be deployed directly in the system. Interface options include:

Notebooks, either Jupyter notebooks (Python) and/or RMarkdown files, for reproducible explorations of the data. These can be linked to a version control system like Github for full version control and reproducibility.
A Model Deployment Module, which accepts an R or Python file, containing a function with at least one argument. Typically, each argument is a dataframe, where the dataframe corresponds to an object.
A facility to Rescore Models, which deploys an already mapped model to a new set of data. For example, models can be rescored nightly or weekly, using the master branch and the current data in the marketing data platform. At that point, the rescored data can be pulled back into operational systems for use in the field.

Reports and visualizations reflecting a single view of the truth, looking across all customer-facing aspects of the company’s operations.

Standard Reports: Off-the-shelf reports and visualizations based on best practices surfaced over MarketBridge’s 20 years of experience. Reports and visualizations on a wealth of sales and marketing topics, ranging from ROI to media mix to lead velocity.
Custom Reports: Built from scratch, or extended from standard reports.
Scheduled Reporting: It’s hard to get executives to log in to a portal. Reports and visualizations can be emailed out to groups using a flexible scheduling engine.

Data can be exported as lists (in bulk, on a schedule or manually), or on-demand back to operating systems.

For each export, specific fields are selectable for each object, as well as filters. Filters can be defined by data ranges on data fields, or via a custom SQL SELECT query. Once a file is defined, it can be saved for future exports.
Schedules can be set for export to either a hosted SFTP site (for pickup) or to an external SFTP site. Public / private key pairs can be defined for transmission, as well as external site authorization credentials.
GET APIs are available for each data object. The API call contains simple rules-based parameters for pulling data, such as start and end date stamps, and a “since last call” change option.

How we can help

When it comes to data, the MarketBridge team can function as either a consultant or as a managed service partner.

If you already have a data warehouse, and want to make it better, we’d be happy to help you get there.
If you want to leverage MarketBridge’s PlayCaller platform, we can get data onboarding started in as little as a few weeks.

Marketing Data Management services offered

Hosted & managed marketing data platform (PlayCaller)
Marketing data platform consulting

Our latest thinking on data management

Customer-Centricity: Definition, Challenges, and Solutions

October 18, 2019

In this article, I’ll walk through the history of customer-centricity, and how digital technology has ushered in a new era of customer-first marketing and support—at least potentially. I’ll then walk through some of the technological and people-related challenges companies typically face as they attempt to become truly customer-centric, and the solutions that we’ve seen work to get to real results.