Sigma for Marketing Analytics

With Sigma you can create a complete view of your customers and maximize every marketing dollar spent.

Marketing analytics in Sigma means more

ROI

Form & function

Pivot, lookup, filter, and drill into any level of detail in an unconstrained spreadsheet environment.

Real-time scale & speed

Anyone can directly explore and sort through billions of rows by leveraging  the virtually limitless scale and processing power of  the cloud.

Collaboration & iteration

Share, reiterate, and collaborate on Workbooks to drive initiatives and keep teams on the same page.

Security & governance

Robust security features like SCIM iIntegration, workspace permissions,  customer account types, and more.

USE CASE STUDY

Campaign spend
attribution

Identify your ads and platforms

First, you’ll need a list of your ads and the platforms on which they ran. Each row should represent an ad/platform combination. If an ad ran on multiple platforms, the ad will populate multiple rows (one for each associated platform).

Identify money spent per ad

Next, you’ll need a column displaying how much money was spent for each ad/platform pair. In the example above, this is represented as the [Money Spent (USD)] column. Your column names don’t have to match this example.

Select a conversion metric

Finally, you’ll need a conversion metric. In this example, we’ll look at sales leads. However, you may choose from a variety of other data points (e.g. products sold, account signups, initial conversion steps, website click-throughs, revenue from deals closed, or inboard sales contacts).

Group your data by platform

Data is easier to digest when it’s grouped into distinct categories. If multiple rows of data share a common value in a given column, you can group these rows based on that value. In this example, rows are grouped based on their value in the [Platform] column.

Calculate spend and ROI

Entering a single formula automatically calculates data across every row in a table.  In this example, [Money Spent] / [Sales Leads] calculates the cost per lead of each individual ad on a platform.

Visualize ad performance

Bar charts are great for displaying campaign spend attribution.
Add your ads and their calculated costs per lead to a bar chart to see a side-by-side comparison of your data.

Add color to distinguish ads by platform

Just like the rows in your table, each bar in your visualization represents an ad/platform combination. Color-code your visualization based on each ad’s associated platform to see which bars are associated with each platform.

Identify your best-performing ads

Now all you have to do is sort your data! Sort your ads by their cost per lead, and your visualization will represent their ROI accordingly.

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Additional Resources

data-driven businesses use sigma for fast, easy, and powerful analytics

We are Sigma.

Sigma is a cloud analytics platform that uses a familiar spreadsheet interface to give business users instant access to explore and get insights from their cloud data warehouse. It requires no code or special training to explore billions or rows, augment with new data, or perform “what if” analysis on all data in real-time.