Using Google Cloud for Marketing Analytics: How the7stars, the UK’s largest independent media agency, saved time and money using Google Cloud and Matillion ETL
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the7Stars, the leading UK Digital Marketing agency, has global clients ranging from Nintendo to Suzuki to Iceland. With growing data volumes, the7Stars faced the challenge of centralizing all their customers’ marketing data for quick and easy analysis. In this joint webinar, you will hear about how the7Stars are using Google BigQuery as their data warehouse collating data from many different sources, allowing them to grow their business and attract new customers. the7Stars is also using Matillion ETL to combine the data from different sources and load it all into BigQuery enabling agile and responsive market analysis giving their clients a competitive edge, while saving time and money. In this webinar learn: - the7Stars’ data journey for maximizing value - Google BigQuery, BigQuery Data Transfer Service and best practices for marketing analytics - How to collect data from different sources and streamline transformations and queries in Google BigQuery with Matillion ETL - Benefits being actualized by 7 Stars, such as saving time/money and growing their customer base Watch the full webinar: https://youtu.be/8VEHf_wAXao
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Using Google Cloud for Marketing Analytics: How the7stars, the UK’s largest independent media agency, saved time and money using Google Cloud and Matillion ETL
- 1. 1 www.matillion.com © 2017 Matillion. All rights reserved. Presented by: Copyright © 2017. All rights reserved. Matillion, trademarks, registered trademarks or service marks are property of their respective owners. 12/19/2017 Accelerating Marketing Insights with Google Cloud and Matillion ETL Jon Guidroz (Google Cloud), Johnathon Romero (the7Stars UK) and Laura Malins (Matillion)
- 2. 2 www.matillion.com © 2017 Matillion. All rights reserved. Introduction Google Cloud and Google BigQuery Overview and Best Practices—Jon Guidroz the7Stars Success Story using Google BigQuery and Matillion ETL Demo of Matillion ETL loading data into Google BigQuery—Laura Malins
- 3. Confidential & Proprietary 3 Marketing Analytics Accelerating Time to Insight
- 4. Confidential & Proprietary 4 “How much of my customer data do I use in my advertising tools? None. I can’t link the data sets.” Senior Vice President Strategic Marketing Executive from a Large Bank Confidential & Proprietary 4
- 5. Proprietary + Confidential What are the top 3 data silos that could be combined to get a better view of our customer journey? How can we connect audience insights to media activation and drive better performance? What new customer insights could we unlock by combining our customer data?
- 6. Confidential & Proprietary 6 How can you get more valuable insights from your company’s data?
- 7. Confidential & Proprietary 7 Digital Marketing Insights Formula INSIGHT S Connection s Data
- 8. Confidential & Proprietary 8 Digital Marketing Insights Formula INSIGHT S Connection s Data
- 9. Confidential & Proprietary 9 Your company already uses marketing tools that generate customer data, but many tools exist in isolation.
- 10. Confidential & Proprietary 10 Unintegrated Marketing Tools Many companies use 30+ separate tools It’s difficult to get a holistic view of customers. Company Data in Silos CRM / ERP / Billing / Inventory / POS Confidential & Proprietary 10
- 11. Confidential & Proprietary 11 If you want to unlock the power of your data, you need a customer data platform, not just new tools. Confidential & Proprietary 11
- 12. Confidential & Proprietary 12 “...businesses that integrate multiple sources of customer and marketing data significantly outperform other companies in terms of sales, profits, and margin. They also had dramatically higher total shareholder returns.” Harvard Business Review Study, 2016
- 13. Confidential & Proprietary 13 Built for Marketing Analytics We’ve spent 18 years building Google’s infrastructure because nothing else meets our standards for making the world’s information universally accessible and useful in real time. Highly Secure Infrastructure Our business depends on us maintaining the privacy and security of our customers’ sensitive data. Google has hired and retained over 500 engineers focused on security alone.
- 14. Confidential & Proprietary 14 Get Insights Faster Connectors to Google data sources reduce setup time to run your first queries. Then our business intelligence tools deliver answers back in minutes or seconds, not hours. Focus on Results, Not Tech With Google you can build a fully managed zero-ops architecture. For lean marketing teams, this accelerates your time to insight. For IT teams, this greatly reduces overhead.
- 15. Confidential & Proprietary 15 Where to Start: Identify Important Datasets for Centralized Analytics Warehouse Confidential & Proprietary 15 DoubleClick for Publishers YouTube AdWordsDoubleClick Bid/Campaign Manager BigQuery Cloud Datalab TensorFlow (machine learning) Cloud ML Engine (machine learning) Customer Data + 3rd Party Data Share with Co- workers Spreadsheets & CSV Google Sheets
- 16. Confidential & Proprietary 16 Stages of the Data Journey Quickly create business dashboards with pre-configured templates; Easily collaborate with other teams Return your largest SQL queries in seconds rather than minutes or hours. No server setup required Empower analysts to clean-up data with a visual tool - no coding required Focus on insights vs. plumbing Easily collect your most important marketing channels and data sources, starting with Google data Use insights to optimize activity through Marketing Technology tools Focus on impacting business outcomes COLLECT TRANSFORM ANALYZE VISUALIZE ACTIVATE Confidential & Proprietary 16
- 17. Confidential & Proprietary 17 Just the beginning… Imagine all your data collected, transformed, and analyzed for insights almost instantly. This is the vision that will enable the new Era of Assistance.
- 18. Confidential & Proprietary 18 the7Stars Success Story with Google BigQuery and Matillion ETL
- 19. 19© 2017 Snowflake Computing Inc. All Rights Reserved. Presented by: Copyright © 2017. All rights reserved. Matillion, trademarks, registered trademarks or service marks are property of their respective owners. 12/19/2017 Matillion ETL for BigQuery Demo Laura Malins (Solution Architect, Matillion)
- 20. 20 www.matillion.com © 2017 Matillion. All rights reserved. • Data integration tool built specifically for Google BigQuery • Push-down ELT architecture • Intuitive browser-based UX • Powerful feature set Matillion ETL for Google BigQuery
- 21. 21 www.matillion.com © 2017 Matillion. All rights reserved. ELT Architecture KEY BENEFITS • Simplified infrastructure • Fast performance, scalable • Increases development productivity Intuitive UX KEY BENEFITS • Low skills on-ramp • Powerful • Reduces cost of data integration development Built for Google Cloud KEY BENEFITS • Designed for the Cloud • No compromise Retail-like purchasing KEY BENEFITS • 5 minutes to stand-up • Cheap, utility-based pricing Benefits Matillion ETL for Google BigQuery
- 22. 22 www.matillion.com © 2017 Matillion. All rights reserved.
- 23. 23 www.matillion.com © 2017 Matillion. All rights reserved. Presented by: Copyright © 2017. All rights reserved. Matillion, trademarks, registered trademarks or service marks are property of their respective owners. 12/19/2017 Thank You Jon Guidroz (Google Cloud), Johnathon Romero (the7Stars UK) and Laura Malins (Matillion)
Editor's Notes
- Theme: “Insight” Every marketer knows that data analysis reveals insights that lead to better marketing decisions. When you can make broader connections across more of your data, the insights become more meaningful and you can make even more valuable business decisions.
- This is typical of many companies today. They have a lot of great data, but they can’t use it effectively because they can’t link the data sets.
- This is an exciting time for marketers, and I’m amazed by leaders like you who understand it’s necessary to enable customer centricity by getting smarter with using your data. I hope that the insights and observations we’ve shared have inspired you to take the first step in driving business growth for your brand. Again, if you only write down three takeaways to ask your team, they are: What are the top 3 data silos that could be combined to get a better view of our customer journey? What new customer insights could we unlock by combining our customer data? How can we connect audience insights to media activation and drive better performance?
- How can you get more valuable insights from your company’s data?
- Digital marketing insights boils down to this simple formula. Making “connections” across the “data” you collect leads to “insights”.
- Data: The “data” part is surging. You are collecting more data than ever. Data is only as good as how you use it, so that’s where the “connections” come in. Connections: “Connections” are the true source of power. The better the connections you make across, the better the “insights”, which create real-life business outcomes. Insights: And the relationship between these two is a multiplier. When you make better connections, you get MUCH more powerful insights.
- But this is the problem. Your company already uses marketing tools to analyze unintegrated data sets, but each tool exists in isolation. And, teams are working in isolation as well.
- It is difficult to get a holistic view of your customer. Most companies are using more than 30 separate tools to deliver marketing-related activities. In addition, customer data in other parts of these businesses that could add significant value to the marketing function is not being applied. So they’re using amazing marketing platforms and have incredible customer data available across your business, but they each exist in their own data silo. These silos hold you back from delivering insights that can help you achieve even better results. They are simply not integrated.
- If you want to unlock the power of your data, you need a customer data platform, not just new tools. Moving your data to the cloud and applying Google’s marketing analytics tools will reveal new insights and enable you to make even smarter business decisions faster than ever
- Accelerating time to insights with data isn’t just a technical advantage, it’s a wise business strategy for NOW. Integrating your data is critical to staying competitive and the companies that are doing it are seeing measurable benefits.
- Built for marketing analytics: Google Cloud Platform was built from the ground up to support marketing analytics use cases. We built our own infrastructure out over the last 18 years, because nothing in the marketplace met our standards for organizing the world’s information and making it universally accessible and useful in Real Time. Highly secure infrastructure: Since our inception, consumers trusted us with asking questions they might not have been comfortable asking other people out loud. Maintaining privacy and security of sensitive data is of utmost importance And as we’ve done that, we’ve hired and retained over 500 engineers focused on security alone.
- Focus on results, not tech: With Google you have the choice to set up a fully managed zero ops architecture which is unique among cloud providers. For lean marketing teams w/o dedicated IT support, this will accelerate your time to insight. And your IT teams will have a reduced overhead of managing infrastructure, and provisioning servers. Get insights, faster: Connectors to Google data sources reduce setup time to run your first queries across these data sources and once you do, our BI tools are optimize to deliver answers back to your analyst in minutes or seconds, not hours
- The Marketing Data Analytics Starter Pack includes everything needed for marketers to get started on Google Cloud. Upload and store any data in any format on Google Cloud Storage. Create your enterprise data warehouse in Google BigQuery, and have your team run SQL queries across terabytes of data in minutes or seconds. BigQuery Data Transfer Service, which launched in Beta at NEXT in March 2017 and is now being used by over 200 companies. BQ DTS automatically brings all your data from YouTube, DoubleClick, and AdWords data into BigQuery and we also have native connectors for GA360 and Firebase. BigQuery Data Transfer Service automates data movement to Google BigQuery on a scheduled, managed basis multiple times per day. BQ DTS enables companies using Google’s advertising and adtech solutions to get started with analytics on BigQuery very quickly, and can then bring in other data sources so that your analytics team can lay the foundation for a customer data platform without writing a single line of code. Cloud DataPrep lets the people in your organization who know the data best customize and transform your data, without the need for custom coding. After its defined once, DataPrep will automatically apply these same rules and transformations to all new data. With Google Compute Engine you can automate your ETL, all without having to manage the underlying infrastructure.
- To unlock the power of data, a company must first take the steps to collect its data, transform it to make the data consistent & useful and analyze it at greater speed & scale. We see your data journey moving through 5 distinctive steps: Collect - bringing your data together in one place Transform - preparing the data for analysis - cleaning & reformatting to provide consistency Analyze - running queries across your data sets Visualize - Democratise your data - make data accessible and quickly digestible by anyone in your organization through visual tools Activate - turning insights to actions and using automation to accelerate impact The Marketing Analytics Starter Pack (MASP) is designed to help companies get started with the first three steps in the data journey. You can think of the pack as building the foundation for your house. In order to do more sophisticated things like Machine Learning, you need to make sure a strong foundation is in place. MASP is also designed to help you accelerate your time to value. We hear from clients who are using these elements, that they are able to solve problems that had previously taken them months or years and that their analyst teams are freed up from IT tasks to focus on driving business value. Packs can be purchased on-demand, or as a subscription service for those who prefer predictable monthly billing.
- Google Cloud offers a data platform that’s architecturally different from SaaS solutions, and is able to integrate a large number of data sources at interminable scale to solve for an open-ended number of customer data and marketing challenges. This open architecture not only makes integrating data sources from first-party information to commercial data sets at scale possible, but also provides the foundation for activating insights through connectors and APIs with a broad ecosystem of tools that drive the customer experience. The result, is platform designed to help companies thrive in the Era of Assistance, in which customers expect companies they interact with to provide information that informs, delights and anticipate needs before they are expressed. Our vision of what’s NEXT for marketing is a comprehensive customer data toolset where: Data is collected from a larger and broad reaching set of tools It is easily transformed into a useful format for analysis with visual tools Then analyzed at up to petabyte scale in minutes or seconds Where commonly found insights surfaced proactively with the aid of ML And first party data can be enriched with commercial data sets And enriched by Google proprietary data, available in a privacy safe way Visualization tools would show users across the company the data they most needed for their day to day jobs Machine Learning tools help you build models for automating decisions around product, price, promotion and placement And pushed into activation platforms like AdWords, Doubleclick, Facebook, email marketing tools like ExactTarget and even through to partners or company-controlled Apps via Apigee’s API management tools .
- So what’s Matillion? Benefits of an ETL tool (ease, speed of dev, skills) albeit re-booted for 2017 …but, using an ELT architecture … powerful features (mention data load, inc Teradata, GBQ, sources) … delivered in a retail like commercial model
- Benefits for customers – why they buy it Bring these to life