When multiple systems and platforms are used to collect marketing data, marketers often struggle to form a holistic view of their performance and the impact of marketing initiatives on business. If this scenario sounds familiar to you, you'll be glad to hear that Google Cloud has marketing analytics tools to help marketers pull data together and increase marketing ROI. These tools can be used to break down data silos and shorten the time to gain insights.

This blog content explains in detail how you can use Google Cloud to help transform marketing analytics in your organization by building audience segments, gathering marketing insights, and improving your customer experience. You can also watch this video to learn more about marketing analytics in Google Cloud.

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Create Audience Segmentation

One of the main capabilities of marketing analytics is analyzing audience data and audience segments. This analysis is often complicated due to CRM solutions and mass data distributed to multiple systems, including web analytics platforms such as Google Analytics 360 or Adobe Analytics. While many organizations have enormous amounts of mass data, they struggle to uncover the value of that data because they are unsure of where it is located, how to access it, and how to best use it.

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If you're a marketer experiencing these issues, you can use BigQuery, a serverless, highly scalable, and cost-effective multi-cloud data warehouse to get audience data from a variety of sources like Google Ads, Facebook, Salesforce, and more. Then you can use built-in machine learning and AI features to build and train machine learning models to segment your audiences into meaningful segments based on your marketing goals. You can create audience segments such as high lifetime value, buying trend for new customers, and customer churn. With the ability to create audience segments, you can gain deeper insights into your audience. You can also re-enable these audiences in your advertising channels through the Google Marketing Platform.

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Gain Marketing Insights

As a marketer, you can use BigQuery and Looker, our modern business intelligence solution, to create a one-stop console for all your marketing performance data, from ad impressions to in-site traffic to customer data, and add local connectors to the Google Marketing Platform to enable it easily. This can help you not only uncover marketing insights, but also easily share them with stakeholders in your organization to democratize marketing performance, enable insight-driven decision-making, and give everyone access to a single source of truth.

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Google Cloud can also help you enable relational modeling beyond existing advertising. This is an ideal solution for those who feel that the data-driven attribution solutions built into Analytics 360/Display & Video 360 are inadequate for your specific use cases or data limitations. And with Google Cloud, you can leverage the power of Google Trends data to gain new consumer insights and identify product innovation opportunities early.

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Enhance Customer Experiences

Beyond advanced audience segmentation and marketing insights, Google Cloud marketing analytics solutions also help you deliver enhanced customer experiences through consumer sentiment analysis. This starts with BigQuery, where you can collect online reviews and then analyze sensitivity with our Natural Language API to better understand how your brand and marketing messages resonate with your customers. With built-in machine learning capabilities, BigQuery also enables scaled ad element analysis by generating insights from successful ad items to understand their impact on ad performance. You can also create unified app analytics with BigQuery and Looker, centralize common data sources for app-centric organizations to create better app experiences by uncovering consumer and application insights across marketing channels.

Next Steps

The examples covered in this article are just the starting point of what can be possible with Google Cloud for marketing solutions. Google Cloud also supports many advanced use cases for marketing analytics solutions, customer data platforms, dynamic pricing, and much more. You can contact us to learn more about how to use BigQuery and Looker.

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