Mobile marketing agencies now have unprecedented opportunities to enhance their marketing programs by collaborating with various data analytics and tracking platforms available in the market. These platforms offer a range of unique features, from business intelligence to predictive modeling, platform stability, data reliability, and reporting capabilities. However, the selection process can be challenging due to the diverse offerings. In the post-pandemic era, businesses face uncertainties, and every investment in migration competes with building brand value and creating demand.
The conventional ‘one size fits all’ approach is no longer effective when selecting a data analytics and tracking platform, especially for businesses anticipating changes in scale, service portfolio, or geographical presence. Despite the availability of innovative tracking platform providers, companies often hesitate to switch due to migration-related uncertainties, including potential financial and data losses. However, some modern tracking platforms have streamlined the migration process, addressing concerns through advanced technology and automation.
The migration journey involves three stages, each with varying levels of complexity. The first stage, data migration from one platform to another, is the most intricate. The second stage involves changing postback links within the platform, and the third stage requires the publisher to connect with a different API. Automation plays a crucial role in simplifying these stages, making the transition smoother and more secure.
Utilizing automation is essential, especially for affiliate networks lacking in-house tech teams. Automation streamlines tasks such as saving offers, advertisers, and pushing data onto a new platform, making the data migration process quick and efficient. Running platforms in parallel during migration, a common practice, can be accelerated and secured through automation, eliminating the need to pay for two platforms simultaneously.
An industry example involves Spyke Media, a global Mobile Marketing Agency. Seeking a secure migration process, they utilized a unique Migration Assistant feature offered by a new platform. This feature enabled fully automated migration with a single click, ensuring the safe transfer of all data without any loss of clicks or conversions. During the process, traffic was redirected to the old platform and stored in the new one, eliminating downtime and resulting in a seamless, automated migration with zero data loss.
Ultimately, companies aiming for a successful migration process should partner with a new-age, user-friendly, premium, yet affordable tracking platform. Aligning processes and empowering teams to leverage the new platform can lead to a smooth transition and enhanced capabilities.