MailChimp to Grafana

This page provides you with instructions on how to extract data from MailChimp and analyze it in Grafana. (If the mechanics of extracting data from MailChimp seem too complex or difficult to maintain, check out Stitch, which can do all the heavy lifting for you in just a few clicks.)

What is MailChimp?

MailChimp is a marketing automation platform and email marketing service that companies use to send more than a billion email messages a day.

What is Grafana?

Grafana is an open source platform for time series analytics. It can run on-premises on all major operating systems or be hosted by Grafana Labs via GrafanaCloud. Grafana allows users to create, explore, and share dashboards to query, visualize, and alert on data.

Getting data out of MailChimp

MailChimp also offers a RESTful API for syncing campaign information and stats. To get your MailChimp data into your data warehouse, you can extract it from MailChimp's servers using the MailChimp API. To get information about a campaign with the API, for example, you could call GET /campaigns/{campaign_id}.

MailChimp generates a lot of data. Anytime you send an email or someone opens and reads one, it generates an event. Depending on your needs, you may want to use webhooks to receive streaming updates of these events as they happen. If so, you'll need to build code on your end to receive the streaming data.

Sample MailChimp data

The MailChimp API returns JSON-formatted data. A call to get campaign information might return data that looks like this.

{
  "id": "42694e9e57",
  "type": "regular",
  "create_time": "2018-12-15T14:40:36+00:00",
  "archive_url": "http://eepurl.com/xxxx",
  "status": "save",
  "emails_sent": 0,
  "send_time": "",
  "content_type": "template",
  "recipients": {
    "list_id": "57afe96172",
    "segment_text": ""
  },
  "settings": {
    "subject_line": "I have a watermelon farm.",
    "title": "Freddie's Jokes Vol. 1",
    "from_name": "Freddie",
    "reply_to": "freddie@freddiesjokes.com",
    "use_conversation": false,
    "to_name": "",
    "folder_id": 0,
    "authenticate": true,
    "auto_footer": false,
    "inline_css": false,
    "auto_tweet": false,
    "fb_comments": false,
    "timewarp": false,
    "template_id": 100,
    "drag_and_drop": true
  },
  "tracking": {
    "opens": true,
    "html_clicks": true,
    "text_clicks": false,
    "goal_tracking": true,
    "ecomm360": true,
    "google_analytics": true,
    "clicktale": ""
  },
  "delivery_status": {
    "enabled": false
  },
  "_links": [
    {
      "rel": "parent",
      "href": "https://usX.api.mailchimp.com/3.0/campaigns",
      "method": "GET",
      "targetSchema": "https://api.mailchimp.com/schema/3.0/Campaigns/Collection.json",
      "schema": "https://api.mailchimp.com/schema/3.0/CollectionLinks/Campaigns.json"
    },
    {
      "rel": "self",
      "href": "https://usX.api.mailchimp.com/3.0/campaigns/42694e9e57",
      "method": "GET",
      "targetSchema": "https://api.mailchimp.com/schema/3.0/Campaigns/Instance.json"
    },
    {
      "rel": "delete",
      "href": "https://usX.api.mailchimp.com/3.0/campaigns/42694e9e57",
      "method": "DELETE"
    },
    {
      "rel": "cancel_send",
      "href": "https://usX.api.mailchimp.com/3.0/campaigns/42694e9e57/actions/cancel-send",
      "method": "POST"
    },
    {
      "rel": "feedback",
      "href": "https://usX.api.mailchimp.com/3.0/campaigns/42694e9e57/feedback",
      "method": "GET",
      "targetSchema": "https://api.mailchimp.com/schema/3.0/Campaigns/Feedback/Collection.json"
    }
  ]
}

Preparing MailChimp data

If you don't already have a data structure in which to store the data you retrieve, you'll have to create a schema for your data tables. Then, for each value in the response, you'll need to identify a predefined datatype (INTEGER, DATETIME, etc.) and build a table that can receive them. MailChimp's documentation should tell you what fields are provided by each endpoint, along with their corresponding datatypes.

Complicating things is the fact that the records retrieved from the source may not always be "flat" – some of the objects may actually be lists. In these cases you'll likely have to create additional tables to capture the unpredictable cardinality in each record.

Loading data into Grafana

Analyzing data in Grafana requires putting it into a format that Grafana can read. Grafana natively supports nine data sources, and offers plugins that provide access to more than 50 more. Generally, it's a good idea to move all your data into a data warehouse for analysis. MySQL, Microsoft SQL Server, and PostgreSQL are among the supported data sources, and because Amazon Redshift is built on PostgreSQL and Panoply is built on Redshift, those popular data warehouses are also supported. However, Snowflake and Google BigQuery are not currently supported.

Analyzing data in Grafana

Grafana provides a getting started guide that walks new users through the process of creating panels and dashboards. Panel data is powered by queries you build in Grafana's Query Editor. You can create graphs with as many metrics and series as you want. You can use variable strings within panel configuration to create template dashboards. Time ranges generally apply to an entire dashboard, but you can override them for individual panels.

Keeping MailChimp data up to date

At this point you've coded up a script or written a program to get the data you want and successfully moved it into your data warehouse. But how will you load new or updated data? It's not a good idea to replicate all of your data each time you have updated records. That process would be painfully slow and resource-intensive.

The key is to build your script in such a way that it can identify incremental updates to your data. Thankfully, MailChimp's API results include fields like create_time that allow you to identify records that are new since your last update (or since the newest record you've copied). Once you've take new data into account, you can set your script up as a cron job or continuous loop to keep pulling down new data as it appears.

And remember, as with any code, once you write it, you have to maintain it. If MailChimp modifies its API, or the API sends a field with a datatype your code doesn't recognize, you may have to modify the script. If your users want slightly different information, you definitely will have to.

From MailChimp to your data warehouse: An easier solution

As mentioned earlier, the best practice for analyzing MailChimp data in Grafana is to store that data inside a data warehousing platform alongside data from your other databases and third-party sources. You can find instructions for doing these extractions for leading warehouses on our sister sites MailChimp to Redshift, MailChimp to BigQuery, MailChimp to Azure SQL Data Warehouse, MailChimp to PostgreSQL, MailChimp to Panoply, and MailChimp to Snowflake.

Easier yet, however, is using a solution that does all that work for you. Products like Stitch were built to move data from MailChimp to Grafana automatically. With just a few clicks, Stitch starts extracting your MailChimp data via the API, structuring it in a way that's optimized for analysis, and inserting that data into a data warehouse that can be easily accessed and analyzed by Grafana.