Recently there one of the Publishers’ asked a question about data aggregation platform to help them collect and process data from various systems that they work with on a daily basis. The response was so overwhelming that it was almost confusing!!!
Hence, decided to create a quick checklist to help Publishers, Publisher Networks and Agencies navigate the selection process of data aggregation platforms. As you think of identifying a data aggregation platform to work with, here are some things to think about…
Does your team have the required technical skills? Data aggregation and processing of data after that requires special engineering/data management skills sets. The person who is in-charge for data collection should be familiar with basic tech such as APIs, SQL (or any database). Lack of experience will lead to constant support from Data Aggregators who will then eventually start charging for that support.
Do you know your Business Requirements? This is a very critical factor. Before selecting a Data aggregation platform, know what your business requirements are.
Are you just looking to collect data or are you looking to collect and transform the data?
Do you envision adding a number of new data providers?
Do you expect the data to grow drastically?
What kind of help do you expect from Data Aggregators in day to day ops?
Are you looking at aggregating data from just AdTech or also MarTech, CRM, Social, etc.
What kind of support do you need when data is delayed, or API in upgraded, or there is an issue in data pipeline?
Do you expect any customizations in data collection and processing?
Do you want to collect and push the data elsewhere (like a Data exchange)
Answers to the above questions will help you in understanding and comparing various Data Aggregators.
What is your Budget? The budget will also determine how you build your team, which Data Aggregator you choose and how the work/responsibilities are allocated. Some organizations do the mistake of thinking that hiring just one tech guy in-house is sufficient for managing everything around data aggregation. But that’s usually a mistake. Because there are so many moving pieces in data aggregation that it’s not possible for a single person to manage. So, here’s what I recommend:
Low Budget – Find a data aggregator who provides Managed Services. Usually, this turns out to be cheaper and a lot more effective. In this case, have one person (usually the business owner) to the point of contact with data aggregator.
Medium Budget – Find a data aggregator who provides Managed Services. Keep one full-time person (semi-tech / Data analyst / Business Analyst) to coordinate with the data aggregator team. This person then becomes the liaison with Business owners (consumers of this aggregated data) to communicate any issues, business requirements, etc.
High Budget – In this scenario, you can live with a data aggregator who doesn’t provide managed services. Such a data aggregator usually provides a good self-serve UI for data aggregation. But you will need a good technical person or two to ensure that they are able to leverage the self-serve UI and make the most out of data aggregator tool.
I hope this helps. In case you need more information, please feel free to email me at:info@webtest.yuktamedia.com
Full Disclosure…
At YuktaMedia, our YuktaOne Media ERP helps Publishers and Agencies with first-party and 3rd party data aggregation across Social, CRM, Ad Servers, DMPs, Native, Broadcast, Podcast, Subscription, Video Syndication, Viewability, Retargeting, Email, SSP, DSP and any other platform that you may be using. Checkout our YuktaOne Data Marketplace to get started.
Aditya is the founder & managing partner at YuktaMedia. He has rich global experience in Digital Media having worked with large Publishers and Media Houses. That paired with his deep technical knowledge of enterprise systems has led him to create and lead YuktaOne Media ERP for Publishers.
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