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Building a Marketing Data Warehouse in Google BigQuery with Supermetrics

Learn how to build a marketing data warehouse in Google BigQuery with Supermetrics' Jukka Puputti.

We will cover:
- Changes in marketing data landscape
- Drivers and obstacles to data-driven approach in marketing
- Challenges in taking control of marketing data
- Benefits of building a marketing data warehouse
- Simple steps to get started

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Building a Marketing Data Warehouse in Google BigQuery with Supermetrics

  1. 1. Building a marketing data warehouse in Google BigQuery with Supermetrics Jukka Puputti Director, Channel Sales +358 40 7722 944
  2. 2. SUPERMETRICS Connect with marketing data “You know what, but do you know why?” We power data-curious business cultures by enabling easy access to all marketing data for everyone SUPERMETRICS
  3. 3. Importance of right decisions Data is one of the biggest untapped opportunities for most CMOs. “CMOs are realizing that the branding skills that got them the top aren’t the same skills in data and operations that are going to drive their businesses forward” Merkle CEO David Williams, Oct 2019 “Companies that had good data organization before are doing better than those that didn’t.” “Others are struggling because they never had great data and it’s only being exaggerated.” AdAlysis co-founder Brad Geddes, Apr 2020 Forward thinking leaders foster a data- driven culture: ● Identify insights and trends ● make informed and actionable decisions Clear need for ● Agile marketing practices ● Cross-channel planning ● Channel accountability ● Marketing mix reporting
  4. 4. Companies that know how to utilize their data better, outperform their competition The benefits of data-driven approach include: ● Faster reaction to changes ● Better targeting (right audience, right time, right message) ● More effective up-, cross-, and down-selling ● Lower marketing costs ● Competitive advantage Increasingly important to collect and control your own data ● Access to critical data - how to get it? ● Additional data for better context - how to blend? ● Easy access to data - technical capabilities? Why data-driven marketing?
  5. 5. Marketers are working with an ever- growing number of data sources The amount of data is growing exponentially Native UIs are not designed for analysis and reporting Historical data is not always stored in original platforms Increasing amount of data sources Problem: scattered & siloed marketing data
  6. 6. Cross-channel analysis and reporting is getting extremely cumbersome and prone to human error Data in different formats - hard to blend data from different sources How to filter the right data to make informed decisions and create actionable insights? How to move to data automation? Challenges with marketing data analytics
  7. 7. Extract to a 3rd party analysing, reporting and dashboarding tool. Alternative ways to extracting data: 1. Manual copy-pasting 2. Export/import CSV files Cons: Labor intensive, prone to human error, scalability issues 1. Build integrations or scripts Cons: Building & maintaining custom data pipelines and integrating new data sources manually is laborious and expensive APIs are changing, design by engineers, need for data in ready-to-use format 1. Use managed data pipelines Take control of your data
  8. 8. Automate data flows Utilize managed pipelines to connect with existing and new data sources. Automate cross-channel reporting Eliminate human error from the process. Reduce time spent in reporting. Get all the data Use connectors that get all the metrics and dimensions, not just some of it. Build the right architecture Harmonize data from different sources and choose the right components. Use easy-to-use data tools for marketers Enable marketers to crunch and report data independently in familiar, easy-to- use tools. Secure system Where are your logins or data stored? Authentication should be done via tokens and data delivered directly into an environment under your control. Make data your unfair advantage
  9. 9. Decouple the marketing data stack Data Warehouse Visualization Reporting Analytics Activation DATA SOURCE DATA PIPELINE DATA MANAGEMENT DATA ACTIVATION ...50+ DATA SOURCES
  10. 10. What is a marketing data warehouse? Marketing data warehouse is a unified destination for storing and analyzing marketing data. Marketing data warehouse characteristics: • data from multiple sources • data across a vast time period • high data granularity • large storage space capabilities • computing power to analyze large datasets
  11. 11. All marketing data from different sources in one place, reliably and timely Compare paid campaigns across networks, or link advertising data with web analytics or CRM data Backfill all of your historical data Many marketing platforms only store your data for a limited number of months Full data ownership Instead of depending on data retention policies, all your data in your storage and under your control Connect easily to dashboard and reporting tools Having all your marketing data in data warehouse connected to your dashboard tool will help you to automate your reporting and spend more time on analysis and insight Activate your data Connect your enriched data with your ads, crm and marketing automation platforms to optimise your marketing efforts Benefits of building a marketing data warehouse
  12. 12. Simple steps to get started - Supermetrics for BigQuery Set up a marketing data warehouse to Google BigQuery without a single line of code. Zero-configuration, zero-maintenance. Works natively within Google BigQuery.
  13. 13. Turn BigQuery into a powerful marketing tool in minutes Enroll the connector Two-click activation of Supermetrics connectors via Google Cloud Marketplace Set up transfer Non-technical configuration directly within the BigQuery UI, no external tools required. Getting Started guide View data in tables Denormalized prebuilt schemas that ensure the best performance and easy usability in reporting tools. Field reference Report in Google Data Studio or BI solution of your choice Data Studio custom connector allowing you to blend data on the go without need for SQL 1 2 3 4
  14. 14. Supermetrics for BigQuery demo
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  16. 16. Finally. All Your Marketing Metrics In One Place.
  17. 17. 400,000 + users and growing 10,000 + corporate customers globally Used in 120 countries Trusted by 400,000 + users and growing 10,000 + corporate customers globally Used in 120 countries 500,000+ users and growing 14,000 + corporate customers globally Used in 120 countries > 20 billion euro ad spend processed
  18. 18. Data tools anyone can use Our mission is to give every marketer an easy access to data so that they can independently discover insights, test hypotheses, and report freely and effortlessly in their existing favourite tools. We get data from sources to screens in minutes - not a single line of code or any technical skills are needed.
  19. 19. We get data. Jukka Puputti Director, Channel Sales