Campaign planning, budget allocation, channel selection, audience targeting – all of it relies on data. But without a solid foundation, it’s impossible to make focused improvements. A modern marketing strategy therefore always includes a data strategy. It’s not just about collecting data but about structuring, analyzing, and turning it into action.
Meet ChiliDataWarehouse®: How to Build a Central Data Hub for Marketing
Most companies have data - but it’s not always usable. Key tools often lack proper interfaces. And even if they exist, there’s no unified structure to make the data useful. As a result, many teams resort to manual exports, cluttered Excel files, or static dashboards.
Modern marketing teams work with a variety of specialized tools: CRM systems, marketing automation, web and campaign tracking tools, social media management, performance marketing solutions, email systems, internal spreadsheets, and more.
Each tool serves its purpose – but it also creates data silos. Interfaces are missing, or there's no unified structure to merge and analyze the data. Often, teams also lack the time or technical know-how. The result:
Analyses are inaccurate
Channels are difficult to compare
Decisions are based on incomplete information
A smart data strategy means structuring and consolidating information from various tools – ideally into a central database. Only then a meaningful dashboards can be created, cross-channel performance analyzed, funnel stages visualized and trends detected.
A company wants to create a monthly campaign performance report. Currently, this is done by manually stitching together screenshots from HubSpot, Google Ads, and Excel sheets. With a central data hub and a BI tool like Power BI or Looker Studio, reporting can be fully automated and is always up to date. This saves time and offers transparency – also for leadership and sales.
A strong strategy starts with a clear goal: What questions do you want to answer? From there, define which sources are relevant, how the data should be structured and who is responsible for it in your team.
Define your objectives – e.g., lower cost per lead, compare channels, analyze customer journey
Identify relevant data sources – CRM, web analytics, campaign tools, ERP
Create a central data structure – via SQL database or BI platform
Set up dashboards & reports – tailored to teams like marketing, sales, or leadership
Embed data literacy in your team – with training and internal best practices
Continuously evaluate & optimize – data strategy is an ongoing process, not a one-off project
An effective marketing strategy requires a strong data strategy – not as a technical add-on but as a core management tool. Those who consolidate their data sources, define clear goals, and standardize their reporting workflows can make faster, smarter, and more targeted decisions.
For small and mid-sized businesses, building a central data hub is a crucial step toward smarter marketing investments and measurable campaign results. It doesn’t have to be complicated – it starts with a clear objective and a focused approach. You don’t have to solve everything at once. Instead, identify the most relevant questions, structure the right data sources, and gradually build the transparency and control your team needs.