We sat down with LinkedIn’s Senior Manager of Digital Marketing and Strategy, Jake Bailey, to discuss how they were able to align their different marketing teams with a single source of truth.
Jake’s team is responsible for advising a slew of internal marketing teams at LinkedIn including recruiting services, job searches, learning services, marketing services, member growth, and app acquisition initiatives. Each team has its own KPIs, targeting, and data which make it extremely difficult to get a holistic view of performance across the different teams.
The team at LinkedIn turned to Singular to automatically connect and combine their siloed marketing data sets into a single reporting view. The team was able to focus on analyzing and optimizing their marketing performance instead of the tedious reporting and data engineering tasks needed to make sense of siloed data.
Now Jake and his team have a single view into what’s happening across all of their different programs so they can make better-informed marketing decisions and make sure all marketing teams are on the same page.
Full Video Transcript:
My name is Jake Bailey and I’m the Senior Manager of Digital Marketing and Strategy at LinkedIn. So we actually have had a great relationship with Singular. And we have been really happy with the integration so far.
What’s really fun about my job is that I sit on what is essentially an internal digital marketing agency and so we get to see everything from our recruiting services and job services to our sales, learning, marketing services, as well as our member growth and app acquisition initiatives all in one place.
What is difficult about that, is each team has its own KPIs, it’s own targeting, its own data but having one centralized place where at least the front end data can live has really increased our efficiency.
Singular has been very smart in finding a niche in the advertising industry where we as a company, we as LinkedIn, don’t want to maintain APIs with every single app network out there because it’s going to be way too hard. There is Google, there is Facebook, there are all these 3rd party networks and if we can pay a company like Singular to own those APIs and own those integrations we’re very happy to just pull that data from Singular back into our own systems to then build whatever robust capabilities we want on the backend.
Singular provides this great front end data across app attribution as well as all of our other web data and then we can pull it into one unified place and then we marry it with all our conversion data, our downstream data, our LTV data and we can have one Singular, you know attribution platform in our place.
And so being able to sit on a team that can see everything is really great from a growth perspective but then having all the data in one place also really helps align us when we have our weekly meetings with executives or when we have our quarterly business reviews with the top people at the company, having one centralized data source is really really important.
