Analyzing your marketing based on your own first party data means being able to view all your marketing in the same way and make it comparable by enriching it with Mosaic Lifestyles
Samhub uses your own web traffic data to analyze the incoming traffic from all your desired marketing channels. This means that you use your own data to evaluate the incoming traffic, this gives you control and transparency.
In Samhub we compare the traffic sources through Mosaic Lifestyles, this segmentation can also be added to your customers. By having a unified data set across both customers, web traffic and marketing means that you build a unified view and holistic perspective of your marketing and business.
In Samhub we can compare Facebook with Instagram with Google and Direct traffic.
And we can follow the traffic from each traffic source all the way to conversion.
So why is this important?
As cookies disappear and cross-domain tracking breaks down it is becoming increasingly difficult to understand what each channel delivers to you. The data silos are getting bigger and more opaque as they isolate themselves from other data.
With Samhub you don't rely on external data and instead add more information to your own data. This means creating more 1st party data.
So if your direct traffic and Google traffic is showing a specific audience profile and it also aligns with the conversions on the website you know that this is most likely your "organiC" or loyal customer base. Then it is easy to compare them to your incoming traffic from the other channels.
For instance if your conversions look like this:
And your Facebook traffic looks like this:
Then you should most likely review your targeting on Facebook. And in the same way you can compare all your marketing channels with each other.