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Create Audience Segmentation
A core capability in marketing analytics is analyzing audience data and audience segments. This analysis is 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.
Example of Data Sources and ML Capabilities of Big Query
Glean Marketing Insights
As a marketer, you can use BigQuery and Looker, our modern business intelligence solution, 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. This can help you not only uncover marketing insights but also share them easily with stakeholders across your organization to democratize marketing performance, enable insight-powered decision-making, and give everyone access to a single source of truth.
Example Looker Marketing Analytics Dashboard
Enhance Customer Experiences
Beyond improved audience segmentation and marketing insights, Google Cloud marketing analytics solutions also help you deliver enhanced customer experiences through consumer sentiment analysis. This starts with BigQuery, where you can aggregate online comments and then analyze the sentiment with our Natural Language API to better understand how your brand and marketing messages are resonating with your customers. BigQuery, with its built-in ML capabilities, also enables scaled creative analysis, generating insights from successful creatives to understand their impact on ad performance. You can also build unified app analytics with BigQuery and Looker, centralizing common data sources for app-centric organizations to build better app experiences by unlocking consumer and app insights across marketing channels.
The examples covered in this post are just the starting point of what is possible with Google Cloud for marketing organizations. Google Cloud marketing analytics solutions also support many advanced use cases like customer data platforms, dynamic pricing, and much more. To learn more about how to use BigQuery and Looker check out this video. Keep in mind, you don’t have to wait for a real-world project to try out these solutions. You can sign up today for the BigQuery sandbox, which lets you explore public datasets like Google Trends and run queries without a credit card.
By: Bukola Ayodele (Developer Advocate)
Source: Google Cloud Blog
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