The unified log: What it is and how it is changing marketing analytics

Abstract

Marketers are used to being told that the latest innovation in technology will transform the way that marketing analytics, and marketing in general, are performed. One development in data technology, however, that has not been widely reported or discussed in marketing circles, is the unified log. This is a new approach to building a company-wide data architecture, one that was developed in parallel with LinkedIn1 and Twitter,2 and has since started to gain widespread traction.3 Unfortunately it has gathered rather less attention outside engineering circles, as the unified log has the potential to be an enormous enabler of more sophisticated marketing analytics. This paper provides an overview of what the unified log is and how it will act as a platform to enable more sophisticated marketing analytics.