Sarah John
Sarah John 6 January 2022
Categories Data & Analytics

How Data Transformation Can Deliver Better Insights for SaaS Marketers

Marketing is hard, but it doesn’t have to be. Find out how an effective data transformation solution can liberate a SaaS marketer’s campaign with better insight.

Data is constantly in flux. Data transformation is the process of converting raw data into actionable insights that can be used to make strategic decisions. Data transformation will provide with you the tools needed to convert raw data into actionable insights, such as:

  • Data cleansing
  • Data integration
  • Data quality assurance
  • Data unification

Data and SaaS Marketers are hooked on the hip when it comes to data transformation. Data transformation is invaluable in making essential decisions for your company.

What is Data Transformation and Why Does it Matter for SaaS Marketers

Data transformation helps organizations transform their unstructured or "dirty" data into structured, clean, and reliable datasets that are then made available for analysis. These transformed datasets allow companies to extract valuable insights from their business operations faster than ever before.

Businesses of all sizes can transform their data into insights that drive better business decisions with data transformation. Data is the backbone of any SaaS marketing strategy, and data transformation will help you create a solid foundation to succeed in your goals.

Data Transformation Gives you Powerful Benefits

Data is the key to SaaS marketers' insights, but it's data in its raw form. Data has to be transformed in order for it to be useful, and this becomes even truer in today's world of big data.

Data transformation is what makes all that data palatable for SaaS marketers. Without it, they wouldn't derive the insights that allow them to increase their marketing performance.

The first step businesses should take when looking to improve their marketing strategies is through data transformation. Data transformation can help you achieve significant and measurable productivity gains for your business.

Data Cleansing

Data cleansing uses a structured approach to make sure that data is accurate and up-to-date. Providing an efficient and riskless way to manage making sure data is clean and ready for analysis.

Data Integration

Data integration makes it easy to build a data catalog that creates one source of truth. Data from many different sources can be combined into a single customer view, giving more information on how customers interact with your brand across channels and devices.

Data Quality Assurance

Data quality assurance helps you avoid common mistakes by checking for data quality before data integration. Data should be free of significant data quality issues such as duplicates, missing values, and incorrect data types.

Data Unification

Data unification processes give you a single customer view by automatically resolving records with different identifiers (ID matching) or non-identical information (record linkage).

Benefits of Data and SaaS Marketers

Data transformation allows you to:

  • Reduce costs by eliminating redundant tasks and human errors.
  • Improve customer satisfaction with faster, more accurate results.
  • Accelerate time to value by providing insights faster than ever before.
  • Increase productivity and ensure a more consistent approach for data management across the enterprise.
  • Transform data from one format to another, improving its usability and accessibility.
  • Make data more accessible by transforming it into different valuable formats.
  • Understand their customers better by providing valuable insight about what they want, so marketers know how best to reach out to potential customers.
  • Simplify complicated processes like predictive modeling or Sankey Diagram by making them simpler and more intuitive for non-technical users to improve any marketing strategy.
  • Leverage data analytics to deliver better insights for SaaS marketers. For example, Saas marketers can use visualization techniques such as the Sankey diagram to understand their marketing efforts better.
  • Reduce the time it takes for large amounts of data to become useful, increasing productivity and enabling businesses to focus on other problems beyond just collecting vast amounts of information.
  • Ensure that data is ready to use by turning it into formats that non-technical users can access and understand, increasing the likelihood of data being used in decision making.

Considerations for SaaS Marketers

When undertaking a data transformation project, there are some key things to consider:

Data Type

Data can be either structured or unstructured, and it is crucial to identify which type of data you have to determine how best to transform.

For example, SAS Visual Analytics allows the user to create visualizations (Likert Scale, Sankey Chart, Pareto chart and Survey Chart etc.) from different kinds of data, including structured and unstructured data from various sources. Some tools cannot handle both, so it is essential to have this information when choosing a solution.


The size of your dataset is another thing you must consider before moving forward with any transformation project. It is important to determine how much data you have and how much storage you will need to accommodate that before you start any projects.

Data Accessibility

It is also essential to understand whether there are any restrictions around data accessibility affecting its use in decision-making processes. Some tools allow for local or on-premise storage, while others offer cloud services where your data can be stored remotely.


Knowing which data tools are in your toolbox will help you determine the best program for any transformation project.


Ensuring that your employees are familiar with different programs can also save time when deploying different solutions for projects. The more familiar they are, the faster they will be able to complete tasks.


Data is a vital part of a company's efforts to improve its marketing performance in data-driven marketing. It can be used to gain insight into what types of content drive the most leads down the sales funnel. Data transformation makes all that data usable for SaaS marketers to understand their target audience better and create more effective campaigns.

Data can be transformed into different formats, allowing SaaS marketers to save time and focus on other essentials. They can use their time more efficiently by focusing on the different ways to deliver value to their customers.

They can increase productivity across the organization and improve customer satisfaction by providing faster, more accurate results.

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
How to Review a Website — A Guide for Beginners

How to Review a Website — A Guide for Beginners

A company website is crucial for any business's digital marketing strategy. To keep up with the changing trends and customer buying behaviors, it's important to review and make necessary changes regularly...

Digital Doughnut Contributor
Digital Doughnut Contributor 25 March 2024
Read more
The 3 Most Important Stages In Your Presentation

The 3 Most Important Stages In Your Presentation

If you want to deliver a presentation on a particular topic and you have to prepare yourself for it you should make sure that you go through several very important stages in order to craft a compelling, persuasive and...

Nicky Nikolaev
Nicky Nikolaev 16 February 2016
Read more
The Impact of New Technology on Marketing

The Impact of New Technology on Marketing

Technology has impacted every part of our lives. From household chores to business disciplines and etiquette, there's a gadget or app for it. Marketing has changed dramatically over the years, but what is the...

Alex Lysak
Alex Lysak 3 April 2024
Read more
7 Reasons Why Social Media Marketing is Important For Your Business

7 Reasons Why Social Media Marketing is Important For Your Business

In the past two decades social media has become a crucial tool for marketers, enabling businesses to connect with potential customers. If your business has yet to embrace social media and you want to know why it is...

Sharron Nelson
Sharron Nelson 29 February 2024
Read more
Five Ways to Gain Maximum Return on Your Videos

Five Ways to Gain Maximum Return on Your Videos

Without question, our collective appetite for video is fuelling more video-centric experiences online. Video’s ability to impart both emotional and practical information makes it a win-win for brands and consumers...

Juli Greenwood
Juli Greenwood 2 July 2024
Read more