Google Analytics Premium + Google BigQuery for Predictive Digital Marketing
Fully managed, scalable and customizable platform for Predictive Digital Marketing
Imagine a world where you can optimize your digital marketing activities such as product marketing decisions, digital ads, and direct mail delivery – and have them based on deeper insights into your customers. You could find the customer who recently visited your web site, has a certain amount of historic spend with your e-commerce solution or in your physical stores, and has shown behaviour similar to previous high-profit customers. You may want to focus on such high ROI customers to realize an effective “more-with-less” digital marketing strategy.
This may sound hard to put into practice, but in reality, many companies already have sufficient data within their Google Analytics logs, corporate databases, or CRM systems to realize this aspiration. The only missing piece is a way to link and correlate those data sources in a scalable, timely, and cost-effective way to extract intelligence for optimized digital marketing.
Now, Google delivers the missing piece: Google Analytics Premium and Google BigQuery integration. By automatically importing unsampled logs from Google Analytics Premium to Google BigQuery, you can easily write SQL queries to correlate your website visitor activity with other valuable business data such as point-of-sale records, online purchase history, and user sign-in logs. Using this combined insight into your customers, you can then generate customized Ad Remarketing data for Google AdWords and DoubleClick.
Benefits of Google Analytics Premium + Google BigQuery Integration
Unsampled, detailed Analytics logs automatically imported to BigQuery
The integration allows you to automatically import unsampled, hit-level Google Analytics Premium logs to Google BigQuery, the Google-scale and Google-speed fully managed query engine, several times per day. This feature allows you to easily track every single activity of millions of users and execute in-depth, ad-hoc analysis in seconds, without being worried about the scalability and availability of the data management platform.
Correlating Analytics logs with corporate databases/CRMs on Google BigQuery to create the customer list of the future
The power of BigQuery is in the ability to import, join, and correlate every single row of massive user activity logs from different sources with each other to extract valuable intelligence from them. In addition to Analytics logs, BigQuery integrates with other Google Cloud Platform services like Cloud Dataflow, and supports third party tools for importing a wide variety of business data from existing corporate databases and CRM systems. By linking Analytics log data with your website registration forms, shopping carts, inquiry forms or any customer interactions, you can easily correlate those transactions with customer website behavior to answer questions such as “who are the customers who have a certain spend history in the past and not visited our site for some time?”, and “what was the average customer spend by source media (Search Ads, Social Ads, e-mail, organic search etc.) in the last marketing campaign?” These insights can increase the ROI of digital marketing dramatically.
Accelerates scientific data analysis for Predictive Digital Marketing
Standard tools for data scientists such as R, Tableau, and the Hadoop ecosystem are the best friends of BigQuery and can be tightly integrated with each other for sophisticated data analysis beyond simple correlations and table joins. One example is a technique known as Audience Extension, used in digital marketing to find potential customers who have a certain quantitative similarity to existing high-profit customers in terms of on-site behavior and various customer attributes. BigQuery can quickly aggregate and filter massive datasets for in-depth regression analysis with R. In short, Analytics + BigQuery + R provides an excellent platform for data scientists to realize a new predictive digital marketing approach.
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