1) Supermetrics enables building a marketing data warehouse in Google BigQuery to store and analyze marketing data from multiple sources in a unified location. 2) This allows for cross-channel analysis and reporting on metrics and dimensions from different marketing platforms over time to help identify insights, trends and make informed decisions. 3) Supermetrics provides a simple process to set up the data warehouse without coding - connectors are activated within BigQuery, data flows are automated, and reporting can be done in Google Data Studio.

1. Building a marketing data warehouse
in Google BigQuery with
Supermetrics
Jukka Puputti
Director, Channel Sales
jukka.puputti@supermetrics.com +358 40 7722 944
channel@supermetrics.com

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. 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. 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. 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. 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. 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. 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. Decouple the marketing data stack
Data
Warehouse
Visualization
Reporting
Analytics
Activation
DATA SOURCE
DATA PIPELINE
DATA MANAGEMENT
DATA ACTIVATION
...50+ DATA SOURCES

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. 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. 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. 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. Supermetrics for BigQuery demo

15. https://datastudio.google.com/reporting/1pwwaaniU4R8ZGjD4EqrgOG6vI4zh78pj/page/Lf1o

16. Finally. All Your Marketing Metrics In One Place.

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. 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.
jukka.puputti@supermetrics.com

19. We get data.
Jukka Puputti
Director, Channel Sales
jukka.puputti@supermetrics.com