Boosting marketing analysis with Google BigQuery
Marketers are always on the lookout for new insights into their customer preferences that could feed their marketing endeavors. They usually rely on Google Analytics, various DMPs and social media monitoring tools for data analysis and new content creation ideas. There is a gap, however, in analytics and automation of social media data that could bring companies a better understanding of who and how relates to their brand. Linking the data from various sources is often complicated as well.
Of course, social media monitoring tools and platforms like Google Analytics give some insights about trends, but they only give you control of data collection and analysis. What if there was a way to better consolidate that data? To know about trends in real-time? Is there a solution that could give you control over every stage of the analytics infrastructure so that you could better understand the context and meaning behind the trends?
We’ve recently partnered with a startup company that works on filling this gap. They approached us to help them program a social media data analytics tool that uses machine learning to identify trends in real-time. They came up with an AI-driven, predictive marketing tool that can identify consumer trends in the industry, forecast movements and predict new emerging ones. We built it using BigQuery on Google Cloud.
We are not going to get into details of the algorithm, nor tell you what strategy should you choose to fix your marketing endeavors. Rather, we’re going to explain what BigQuery has to offer in advanced marketing analytics and insights when its properly configured to serve your business objectives.
Google BigQuery is a data warehousing solution, that can process petabytes of data thanks to its fast query engine. It’s a scalable tool that enables large-scale analytics, and can benefit marketers in several ways.
1. Greater control of marketing analytics
Unlike Google Analytics, BigQuery gives you greater control over data consolidation, warehousing and transformation. It essentially allows you to turn your marketing data into insights and build dashboards by easily bringing all of your data into one place. If this is done the right way, it can serve as a new source of knowledge on your consumers. You can gain higher granularity for your data, eg. on an event or user level, providing you with whole new opportunities to sift through your data in new ways.
2. A low-cost solution
It’s a relatively low-cost solution. If you want to get meaningful insights on your social media data in an automated way, Google BigQuery is cheaper than alternatives like Amazon Redshift, Microsoft Azure SQL Data Warehouse or Apache Hive. It offers different pricing options and models.
3. Unlimited data storage
It allows you to store an unlimited amount of data, which would please anyone who has used Excel for marketing analysis in the past and run out of space. It also allows you to quickly import the data and has a relatively low barrier for using stored data.
4. Central data hub
BigQuery allows you to aggregate all of your data in one place, serving as a centralized source of all your marketing knowledge. At last! It integrates seamlessly with other Google Cloud solutions and external sources and allows you to process and join data from multiple sources by using a common key.
5. Unlimited access
It offers access to all your historical data, offering a full overview of your past performance which can be used for deeper insights. With most native platforms, like e.g. Google Search Console, access is limited to the past six months.
Enhanced marketing analytics, if used wisely
Social media is an excellent source of customer behavior data, but to be able to extract meaningful information from it, you must be able to sift through the ocean of data for what may be of interest to you. If you define relevant search queries and apply relevant search filters, BigQuery will help you create a precise database for the given niche, creating a relevant context for your marketing endeavors.
BigQuery is a great option to start consolidating your data. It can be set up relatively easily, but needs to be appropriately configured for the platform from which you source your data. Learning to use BigQuery may not be the easiest thing, but if you hire the right company, they can help you build a data scheme you need to get it up and running properly.
We can help you define the relevant KPIs, but you first need to ask yourself what is it that you would like to achieve with BigQuery, what is currently in your reports, and what KPIs are currently defined in your CRM and Google Analytics.
If you’re interested in configuring a cloud data warehouse that can offer invaluable marketing insights through search and analysis features that offer more than traditional marketing analytics tools, we’re up for the task. Contact us directly to find out how we can help.