How to integrate seasonal marketing data with Supermetrics Custom Data Import 

As a solutions engineer at Supermetrics, I work with global brands to tackle their biggest marketing challenges. I’ve witnessed firsthand how the disconnect between offline and online data cripples seasonal campaigns—Black Friday, Christmas, etc. Marketers often find themselves drowning in data silos —separate systems, incompatible formats, and a general lack of integration. 

This makes it incredibly difficult to get a complete picture of customer behavior, let alone accurately measure return on investment (ROI). In this article, I’ll discuss Custom Data Import, a new feature in the Marketing Intelligence Platform, and how you can use it to integrate your seasonal campaign data.

Navigate this post:

• The challenges with scattered seasonal data
• Integrating seasonal data with Supermetrics Custom Data Import
• How Custom Data Import works

If your seasonal data is scattered across channels, you’re leaving money on the table

One of my clients, a major retailer, perfectly exemplified this challenge. Their Christmas campaign was a huge task—ecommerce data, in-store promotions, email marketing blasts, and aggressive social media efforts. They had mountains of data, but it was all scattered. In-store sales figures lived in their point of sale system (POS), loyalty program data was trapped in a separate CRM, and online marketing metrics were spread across various analytics dashboards. The result? A fragmented, unreliable view of their campaign’s performance.

This, of course,  caused a cascade of problems:

• Attribution chaos: They couldn’t accurately connect online ad clicks to in-store purchases. Was that surge in sales due to their Facebook campaign or simply the holiday rush? The answer was hard to find.
• Incomplete customer profiles: They lacked a unified view of each customer, making personalized messaging nearly impossible.
• Wasted budget: Without accurate data, budget allocation felt like throwing darts in the dark. Were some channels underperforming? They simply didn’t know.
• Missed opportunities: The lack of a clear picture prevented them from optimizing their campaigns in real-time, leaving money on the table during the crucial holiday shopping period.

As a result, the client faced these consequences:

• Reduced brand awareness: A disjointed campaign delivers inconsistent messaging, diluting brand impact.
• Diminished consumer engagement: Without personalized experiences, customer loyalty suffers.
• Lost creativity and innovation: Data-driven insights fuel better campaigns—missing them limits creativity.
• Lower cross-selling and upselling: Unified data unveils opportunities to offer relevant products to customers.
• Strained customer relationships: Inconsistent interactions negatively affect the customer experience.

Integrating seasonal data with Supermetrics

That’s where a feature like Custom Data Import comes in handy. We helped our client connect their disparate data sources —POS, CRM, and marketing platforms—into a single, unified view. Imagine in-store transactions linked to online ad clicks, customer loyalty data informing personalized email campaigns, and a real-time dashboard providing a crystal-clear view of their campaign’s performance.

With Custom Data Import, they finally solved the issues of data silos and format inconsistencies. We automated the data flow, eliminating tedious manual tasks. Using unique identifiers, we were able to accurately track the customer journey across both online and offline channels. The result? A significant increase in their understanding of customer behavior and improved ROI.

The campaign improvements weren’t limited to marketing data integration. We helped them implement multi-touch marketing attribution modeling, giving them a clearer picture of which marketing activities contributed most to sales—not just the final touchpoint. This allowed for smart budget tracking and allocation as well as effective campaign optimization.

How Custom Data Import works in a nutshell

Custom Data Import is available on the Supermetrics Hub. You can find it under ‘Data sources’ → Custom Data Import. On the Hub, you can configure new imports, upload new data, and monitor your imports.

You can watch this video by my colleague Jack Bitcon to learn how to use Custom Data Import or follow my guide below.

To configure the data source, follow the step-by-step setup wizard to upload and map your data. Supported formats include CSV, Excel, TSV, and ODS, giving you flexibility in file types.

To keep your data refreshed, you can schedule regular file imports via email so new data arrives in Supermetrics automatically.

Once configured, your imported data is fully integrated into Supermetrics and can be blended with existing data sources, creating custom fields or building blended queries for advanced analysis.

P.S:  When I showed Custom Data Import to my 6-year-old daughter, she said, “That’s cool—I could do that in my sleep!” Well, maybe not quite in her sleep, but you get the idea. 

Less stress, better outcomes

With Supermetrics, you can turn your seasonal campaign from a stressful scramble into a cohesive performance overview. Once you know what’s working, you’ll have a better chance to improve ROI and customer experiences and, most importantly, have time to enjoy the holiday seasons.