Critical Decisions Need a
Rock-Solid Foundation

Why invest in Foundational Data?

Foundational Data is data on which you can rely on for accurate business measurement. Basic metrics like Impressions Delivered need it. Blended KPIs like Revenue per User require it. Switchboard automatically transforms raw media data into Foundational Data. Your business can accelerate analysis and decision-making, confident in the knowledge that your data
foundations are secure.

Raw Data vs. Foundational Data

Raw data is just that—messy, chaotic, incomplete. Many steps are needed to make such data useful.
Foundational data is accessible and actionable—clean, verified, from multiple sources, easily queried in real-time.
It's ready for analysis, and always up to date.

Omniture Raw Data

Omniture Raw Data

Omniture Foundational Data

Omniture Foundational Data

Raw Data Creates Roadblocks

  • Incomplete Data — Hiccups in vendor systems or networks can create gaps in data delivery. When key data isn’t delivered as expected, results end up skewed
  • Corruption — Incorrect formats or errors in transmission result in incorrect or unreadable data. Corrupted data breaks existing workflows or damages previously pristine datasets
  • Duplicate Data — Correct data can be delivered more than once. Duplicate data, once ingested, can be especially difficult to detect and remove
  • Unmatchable Data — Keys to match across datasets can be mismatched. For example, a match for “LineItems” can be thrown off when one vendor formats the ID as “xxxx-xx-xxxx,” while another formats the same ID as “xxx-xxxx-xxx”

“The more we can use big data with Switchboard—from reporting in hours versus days, and eventually seconds versus hours—the closer VICE gets to our vision of providing an unmatched information experience for our customers.”

—Andrew Smith, VP of Digital at VICE

Foundational Data Enables Core Metrics and Advanced KPIs

Foundational Data

Foundational Data Unlocks Your Potential

Team collaboration is unlocked when decisions are fueled by a single source of reliable business data.

Foundational Data Diagram

  • Real-Time Decision Making — Make confident decisions now, instead of spending weeks sorting data
  • Compound KPIs — Create powerful metrics that matter by combining key datasets from different parts of the business
  • Consistent Reuse Across Projects and Teams — Having an established and well-curated set of data building blocks saves time for your teams and builds trust
  • Large-scale Data Insights — Year-on-year comparisons require large amounts of data that is accessible and actionable
  • Event-level Data Insights — Analyze highly granular data such as Revenue Per User across campaigns, properties, or audiences

Foundational Data can help you grow
revenue with real-time business insights

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