Does your Marketing need a Data Warehouse & access to Historical Data?

Does your Marketing need a Data Warehouse & access to Historical Data?

Does your Marketing need a Data Warehouse & access to Historical Data

As marketers, we know the importance of checking our social media analytics on a regular basis. We are always on top of what’s happening in real-time, but have you wondered how historical data is equally as important to the business? You may have noticed that social channels have limitations on how far back their insights go? For certain channels, you can only go back a week or a few months to see how your channel performed in the past.

Off the top of my head, I can think of at least 3 problems with this historical data limitation.

  • Tracking Followers – You have to manually keep track of your followers as most social channels only show you an aggregate number of followers to the current date. Yes, you will see the percentage increase but what if you want to go back to a certain date in the last and see how many followers you had by that day? Or what if you want to see how many followers you gain in July 2018? Unfortunately, that data is not readily available.
  • Measuring Reach & Impressions – Similar to followers reach and impressions also have a limitation. You can only go back to a certain number of days to see how much reach & impressions your posts got.
  • Understanding Audience Demographics – Instagram only allows you to go back 7 days, Facebook allows 28 days, etc. Is that enough to know how your audience is evolving over time? I would think not.

Here’s an example of a few social channel analytics and their historic data limitation.

Facebook Insights

facebook historical data - Madtrix Blog


Twitter Analytics

twitter analytics - Madtrix Blog

Instagram Analytics

instagram analytics - madtrix blog

Why do we even need historic data in this real-time world? As marketers, we know the importance of past performance as an indicator of future strategies. As social media channels have become a crucial part of the overall marketing mix, it is integral we know how these channels have performed in the past to be able to benchmark our future KPIs. Here’s a great quote to put this into perspective.

“Today’s real-time data is just tomorrow’s historical data”SAS

At Madtrix you get an instant data warehouse by connecting your marketing and sales data sources with Madtrix. An enterprise data warehouse is the core component of any business intelligence platform, it is a central repository of integrated data from multiple data sources. Your current and historical data is stored in a single place where you can analyse the correlations and causalities of your business activities. Enterprise data warehouse projects used to be costly and time-consuming exercises, but with Madtrix MPA Platform you get this with an instant connection to your data sources, storage capacity, automated data modelling and connectivity to visualisation layer.


How does this benefit your business?



All your marketing and sales data is stored in one secure location



You have all your historical data automatically collected from various data sources and prepared for displaying, trends, correlations and causalities of your marketing activities.



Fact-based trends of past marketing performance and insights to your future business.



With centralised marketing and sales data warehouse, you have the foundation for applying modern technologies for even higher business impact and accuracy of your decision making.



Time limitations of your marketing channels will not affect your ongoing analysis as the data is securely stored in your Madtrix data warehouse, away from your social media and other marketing platforms.



What used to take tens of days consultancy, is now ready in couple of minutes and you can start optimizing your business immediately.

See How an instant Data Warehouse can benefit your Business.

Book a free Madtrix Demo today!

 Author: Amelia Dash

A bit about me. I’m the Marketing Technologist at MADTRIX. My background is in digital marketing and I’ve continued my passion by embarking on my Ph.D. thesis on online consumer psychology. Working in Australia, China and now Finland I’ve acquired a pool of knowledge about digital marketing.

If you want to speak directly to me, you can find me on LinkedIn


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