When multiple siloed systems and platforms are used to collect marketing data, marketers often struggle to create a holistic view of their performance and the business impact of marketing initiatives. Bring business and marketing data together for a comprehensive view of marketing’s performance and business impact. Enhance your customer experiences with the power of your data and Google Cloud.
In order to be successful as an organization, it’s imperative to evaluate the effectiveness of marketing campaigns, initiatives, and channels by measuring key performance indicators (KPIs) such as customer acquisition, conversion rates, customer lifetime value, return on investment (ROI), and marketing attribution.
As a marketer, you can use BigQuery to create a one-stop console for all of your marketing performance data—from ad impressions to on-site traffic and customer data—with native connectors to Google Marketing Platform for easy activation. By connecting platforms in BigQuery, you have a broader view of what’s happening, such as continuously monitoring and analyzing marketing campaigns to understand what works and what doesn’t. By tracking and analyzing metrics like click-through rates, conversion rates, and engagement levels, marketers can refine their strategies, target the right audience, and allocate resources differently.
A core capability in marketing analytics is analyzing audience data and audience segments— often complicated by audience data that is distributed across multiple systems, including CRM solutions and web analytics platforms like Google Analytics 360 or Adobe Analytics. Many organizations have a tremendous amount of audience data but have difficulty unlocking its value because they are unsure about where it lives, how to access it, and how to best harness it. If you’re a marketer in this situation, use BigQuery—a serverless, highly scalable, and cost-effective multi cloud data warehouse—to ingest audience data from various sources like Google Ads, Facebook, Salesforce, and more. Combined with advanced analytics and propensity modeling, we can achieve optimization in conversion and ROAS.
Beyond improved audience segmentation and marketing insights, Google Cloud marketing analytics solutions also help you deliver enhanced customer experiences through consumer sentiment analysis.
BigQuery is a serverless and cost-effective enterprise data warehouse that works across clouds and scales with your data. Use built-in ML/AI and BI for insights at scale.
Make analytics easier by bringing together data from multiple sources into BigQuery. Upload data files from local sources, Google Drive, or Cloud Storage buckets, use BigQuery Data Transfer Service (DTS), Cloud Data Fusion plugins, replicate data from relational databases with Datastream for BigQuery.
Solve for today’s analytics demands and seamlessly scale your business by moving to Google Cloud’s enterprise data warehouse. Streamline your migration path from Netezza, Oracle, Redshift, Teradata, or Snowflake to BigQuery using the free and fully managed BigQuery Migration Service.
Predictive analytics can be used to streamline operations, boost revenue, and mitigate risk. BigQuery ML democratizes the use of ML by empowering data analysts users to build and run models using existing business intelligence tools and spreadsheets. Predictive analytics can guide business decision-making across the organization.
The BigQuery Data Transfer Service automates data movement into BigQuery on a scheduled, managed basis. Your analytics team can lay the foundation for a BigQuery data warehouse without writing a single line of code. After you configure a data transfer, the BigQuery Data Transfer Service automatically loads data into BigQuery on a regular basis.
Google Cloud Dataflow is a fully-managed, scalable data processing service for executing batch, stream, and ETL processing patterns. Cloud Dataflow frees you from operational tasks like resource management and performance optimization, handles out-of-order data, and is integrated with other GCP and open source technology.
Vertex AI is a unified artificial intelligence platform that offers all of Google’s cloud services under one roof. With Vertex AI, you can build ML models or deploy and scale them easily using pre-trained and custom tooling. When you develop ML solutions on Vertex AI, you can leverage AutoML and other advanced ML components to greatly enhance productivity and scalability.
Vertex AI Workbench is a single development environment for the entire data science workflow. You can use Vertex AI Workbench’s notebook-based environment to query and explore data, develop and train a model, and run your code as part of a pipeline. Vertex AI workbench offers both Managed and User-managed notebooks.
Google Cloud Pub/Sub is a messaging service for exchanging event data among applications and services. By decoupling senders and receivers, it allows for secure and highly available communication between independently written applications. Google Cloud Pub/Sub delivers low-latency/durable messaging, and is commonly used by developers in implementing asynchronous workflows, distributing event notifications, and streaming data from various processes or devices.
Google Cloud Composer is a scalable, managed workflow orchestration tool built on Apache Airflow. Offering end-to-end integration with Google Cloud products, Cloud Composer is a contender for those already on Google’s platform, or looking for a hybrid/multi-cloud tool to coordinate their workflows.
AutoML allows you to quickly generate baseline models and notebooks. ML experts can accelerate their workflow by fast-forwarding through the usual trial-and-error and focus on customizations using their domain knowledge, and citizen data scientists can quickly achieve usable results with a low-code approach.
More than just a modern business intelligence platform, you can turn to Looker for self-service or governed BI, build your own custom applications with trusted metrics, or even bring Looker modeling to your existing BI environment. Looker is a platform used for data modeling, governance, and creating complex data systems. Looker Studio is a dashboarding tool, nothing more, nothing less.
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