Google Cloud for Marketing.
Our Data Science team approaches Cloud Solutions from a programmatic background to unlock value in 1st Party Data analytics and campaign activation.
Why choose Google Cloud for Marketing?
- 01Easily deploy Machine Learning models into advertising with ease.
- 02Leverage native integrations from Cloud to the Google Marketing Platform.
- 03Low and flexible costing based on usage.
- 04Opportunity to centralize data sources and store offline and online data in a central warehouse.
- 05Data warehouse capabilities at a lower cost compared to the industry average.
What solutions do we offer?
- 01
Machine learning and predictive analytics
- 02
Platform architecture development
- 03
BigQuery data onboarding and maintenance
How are we working with clients leveraging Google Cloud?
- 01
Log level fueled custom algorithms
Using the DV360 DT file we used ML functions to develop a custom algorithm which optimizes towards thousands of data signals and removed the need for manual optimization by creating thousands of bid multipliers automatically.
- 02
Customer lifetime value prediction
Leveraging logistic regression we were able to predict customers in bands of low, medium and high based on sale revenue and deploy that model into programmatic buying.
- 03
CRM onboarding to GA360
We combined CRM ID’s with website visitors to create a unique ‘identifier’. The result allowed us to see customer information alongside web analytics and campaign data in BigQuery.
Ads Data Hub
Ads Data Hub or ADH is Google’s clean room environment specifically developed so that advertisers can access detailed, impression-level data about their cross-device media campaigns in a more secure, privacy-safe environment.
After the removal of the user ID for things like independent attribution in a bid for increased privacy compliant solutions, the introduction of ADH and extended use cases makes it a very important solution within the stack when you want to generate campaign or customer insights. ADH allows advertisers to incorporate data from other sources such as CRM to generate a more holistic view of different advertising channels.
The data available within ADH is from the DV360 or Campaign Manager log file, which is what you would expect to see. However, you can also take advantage of YouTube and mobile ad campaign data at an event stage which takes things to a whole new level in terms of reporting insights. E.g. ADH is the only place you will be able to measure cross-screen YouTube campaigns.
- ADH is built on the Google Cloud infrastructure, advertisers who want to understand the path to conversion can upload other data sources into BigQuery. ADH enables them to combine the data sources to generate the desired path to conversion journey.
- To write and run queries the person managing ADH will need to execute these in SQL programming language and understand the ins and outs of the BigQuery UI.
- User-level data cannot be exported from ADH and any data that is exported will be aggregated at a minimum of 50 users.
- ADH is built with BigQuery. With the right skills, leveraging Cloud for Marketing can revolutionize an advertiser’s analytics output.
BigQuery
BigQuery is a serverless, data warehouse that can be found within the Google Cloud Platform or the GCP console, it was specifically developed to analyze large data sets using super-fast SQL queries.
At Bidmath, we are experts in BigQuery and strongly believe whatever data challenges you have, the means to get to that answer will be through leveraging BigQuery. Whether it’s a CRM integration, a new way to identify unknown users or you’re tempted to see your true customer lifetime value, we are here to help you on your data journey.
Why should you use BigQuery?
- Leveraging the prepackaged functions you now have the ability to take raw data and run predictive analytics, segmentation, and customer lifetime value models.
- BigQuery is a data warehouse so it can store all of your data, including various other non-Google data sources such as CRM data with native integrations.
- The cost model is ‘pay as you go’, you are only charged for the data imported into BigQuery and then per query costs.
- You have the option to import the previous 13 months of Google Analytics 360 data into BigQuery, which means you can start advanced queries without having to start collecting data again.
- Take advantage of the data transfer service and native integrations with the rest of the Google Marketing Platform, YouTube and Google Ads.
