Data Preparation, Blending, and Attribution

Name: Data transformation tool
Brand: OWOX.Bi

Clean. Blend. Attribute. Automate. Find powerful insights with prebuilt transformation templates (or create your own). Faster.

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Data Preparation, Blending, and Attribution

Most Common Data Analytics Roadblocks

Raw marketing data is siloed

It isn’t very easy to build cross-channel marketing reports for business users due to the variety of data structures of advertising platforms (such as Facebook or Linkedin Ads) and user behavior data from on-site analytics systems (eg. GA4). That’s why digital analysts typically spend days or even weeks blending those siloed marketing data and building actionable reports.

And without the cross-channel report, it is time-consuming for marketers to find over- and underperforming marketing campaigns in disparate reports and make data-informed decisions on budget allocation on time.

Lack of trust in existing attribution models

Last Click Attribution is hopelessly outdated, but Data-Driven Attribution by Google is a black box and not surprisingly appreciates Google Ads over the other channels. As a result, the numbers in marketing reports don't add up and marketers cannot trust it.

As a data expert, you understand the importance of building an attribution model that marketers can rely on, which is clear, easy-to-understand, and suits the business goals.

User activity grouping for reporting

When it comes to building a comprehensive performance report with campaign and online conversion data, you need to group users' online activities (GAU hits or GA4 events - page views, button clicks, conversions, etc.) that follow the same acquisition point.

Without proper sessionization (collecting events into sessions by your specific rules) you can’t provide marketers with trusted performance reports, that’s why it becomes challenging to use the data for insights and campaign optimization.

Limited conversions data completeness

With the current privacy regulations and cookie restrictions, up to 30% of conversions lack important information about their traffic sources, leaving the data about user behavior fragmented and untrackable.

Standard attribution models fall short in delivering reliable results, and that is why you need to learn conversion modeling techniques to fill the gaps.

Manual data dependency handling

Current self-service data preparation tools, such as Scheduled Queries in Google BigQuery, often lack the capability to handle dependencies, reuse variables and maintain a complex web of data transformation processes.

Spending time on manually coordinating the sequence of data transformations leads to delays in reporting that can impact timely-made business decisions on campaign optimization.

Simplify Data Preparation Workflow with OWOX BI

Save 70+ hours on data preparation

Get business-ready data faster with customizable pre-built transformation templates (based on 100’s delivered projects across multiple industries):

Blend cost data across channels to compare them in a single report
Group on-site events into sessions to find conversions sources
Attribute ad costs to sessions to measure cohorts and pages' ROI
Apply a set of attribution models
Prepare data for marketing reports in minutes

We constantly update existing templates and add new ones, but you can easily create, test & deploy your own SQL transformations from scratch:

Create cross-device user profiles
Identify new and returning user types
Use modeled conversion for cookieless measurement and conversion predictions
and much more…

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Reliable attribution model

Build a comprehensive set of attribution models by your rules (no vendor or black box limitations) with OWOX BI in just a few clicks: just select the conversion event and adjust the conversion window. Explore the standard models with no code or develop ML algorithms using simple SQL transformations.

The full transparency and control over attribution models enable marketing teams to evaluate the incremental value of each click on funnel performance at each of the stages.

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Unify cross-channel data

With OWOX BI data blending transformation templates, you can merge data from different data sources into a unified structure in just a few clicks.

You don’t need to spend time on data mapping, all of the data from popular advertising services like Facebook or Google Ads, are ready for reporting within minutes, so the marketing team is empowered to identify over- and underperforming campaigns, optimize cross-channel budget allocation, and make data-informed decisions promptly.

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Sessionize like
a boss

Effortlessly group raw on-site activities (hits or events) into sessions so you can discover the true acquisition sources of conversions and build advanced performance analytics.

With OWOX BI you can use ready-made no- or low-code templates for GAU-like and GA4-like data structures, simplify sessionization, or use custom algorithms with SQL for unmatched flexibility.

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Manage your data flow with smart scheduling

Take full control of your data processing and transformations with OWOX BI:

Track how data moves and changes from data sources to dashboards
Setup smart dependencies between the transformations
Quickly identify any errors or delays in data updates
Control the data freshness in the marketing reports

Spend time analyzing data and less time on data cleaning and preparation.

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Great data for great analysis

Easy to Use

You don’t need to be a data expert. You don’t need to be a developer either. Coding is not required. Use pre-built templates to transform data into insights.

Save Time

Avoid development time. Reduce your backlog. Eliminate the back-and-forth between data experts and marketers to answer the right questions.

Clear project structure

Visually express your data flow in terms of data sources, data transformations, data marts and data destinations.

Dependency management

Layer your transformations with OWOX BI Triggers which implement the lineage of your operational workflow

Transform decision-making

OWOX BI helps data & marketing teams work like software engineers — to prepare trusted data, faster, with or without coding.

The comprehensive analytics workspace

With OWOX BI, data teams work directly within Google BigQuery to produce trusted datasets for reporting, BI tools, and operational workflows.

Fresh and up-to-date

Keep your data fresh and relevant by scheduling updates for each transformation or report.

Accurate and reliable

OWOX BI eliminates the risk of human errors and ensures high-quality execution by seamless data preparation with full control over the data flow.

What is OWOX BI Transformation?

OWOX BI Transformation is a SQL-first data transformation workflow that lets data or marketing teams quickly and collaboratively deploy data preparations with or without code.

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Great Service!

We needed a solution that allowed us to keep a copy of all the analytics hits we were tracking. OWOX helped us do exactly that. We are able to stream millions...
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OWOX BI helped us take ANSWEAR’s analytics strategy up a level. ANSWEAR is a fast developing online retailer and it needs high-quality analysis. Other analytics tools...
Great job, OWOX team!

We’ve been working with OWOX on ROPO analysis for the past 6 months. By reconciling data from our CRM systems and behavioral online raw data into Google BigQuery, we were able to better understand our customers’...
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We asked their help to get more information about Google Analytics and Tag Manager. They came over and gave a good 2 full days of training plus a little extra with analysis. They were...
Great Team

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Amazing product and team

We are using OWOX BI BigQuery Report for Google Spreadsheet — and love it! It’s powerful as it give us Big Data in a easy manageable format. I can really...

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Easy-to-Implement Data transformations for all sorts of marketing data

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Data Preparation, Blending, and Attribution

Most Common Data Analytics Roadblocks

Raw marketing data is siloed

Lack of trust in existing attribution models

User activity grouping for reporting

Limited conversions data completeness

Manual data dependency handling

Simplify Data Preparation Workflow with OWOX BI

Save 70+ hours on data preparation

Reliable attribution model

Unify cross-channel data

Sessionize like a boss

Manage your data flow with smart scheduling

Great data for great analysis

What is OWOX BI Transformation?

2,000 companies rely on us All testimonials

Great Service!

A leap forward to better analytics

Great job, OWOX team!

Trainings with OWOX

Great Team

Amazing product and team

Sessionize like
a boss