Google Cloud Specialization

Marketing Analytics

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.

The Why

Why Organizations Must Focus on Marketing Analytics

Measurement and Visualization

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.

Increase ROI with data-driven marketing insights

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.

Check out how InfoTrust helped achieve 297% Increase in Conversions for Global Leader in Baby Care Products Using A Predictive Modeling Customer Retention Strategy.

Build predictive and advanced audience segments

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.

Read our success story on how we helped a Global Luxury Beauty Retailer see ROAS Increase by 1.75 Using Propensity Model.

Enhance customer experiences and brand measurement

Beyond improved audience segmentation and marketing insights, Google Cloud marketing analytics solutions also help you deliver enhanced customer experiences through consumer sentiment analysis.

If you are looking for more information on the benefits of Marketing Analytics using GCP, you can find more resources here.

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