Harmonize Your Data

Marketing Cloud Intelligence offers multiple tools for harmonizing your data. Because you can upload data from various sources, you need a way to merge the data and provide a complete view of your marketing activity. In most cases, no single data source holds all relevant data on a marketing event or campaign. The data is shared by the multiple platforms that digital marketers use to do things like promoting the campaign on multiple channels. To analyze the full picture, harmonize data from all sources into one. If data isn’t harmonized, you must analyze each source individually—making it a challenge to gain insights quickly and efficiently.

The Marketing Cloud Intelligence data model is marketing oriented and facilitates natural harmonization of marketing data from multiple sources. Another option is to use data harmonization tools, like the harmonization center, parent-child, calculated dimensions, and measurements.

Here’s a video: Getting the Most out of the Harmonization Center:

• Harmonize Data with the Harmonization Center
  The Harmonization Center in the Connect & Mix tab, unifies, enriches, and validates your data in one place. In the Harmonization Center, create and manage your naming convention patterns, classifications, and harmonized dimensions.
• Parent-Child Connections in Marketing Cloud Intelligence
  A parent-child connection describes a case where two or more data streams are linked by a matching entity key. This connection establishes hierarchical dependencies between entities, allowing for grouping at various granular levels such as campaign, media buy, or creative. Matching entity keys between the data streams are required to establish a parent-child relationship.
• Fusing Data Between Datasets
  Data fusion creates a link between dimensions that don’t already have a data model relationship between them.
• Custom Classifications in Marketing Cloud Intelligence
  Custom classifications are cross channel entities that are present in all data streams. They allow you to link data streams together via an entity.