How To Use Google Cloud To Get Better Marketing Results

As an innovative marketer, you would like to extract value from your growing volume of customer data, but it’s hard to get started. You’re either uncertain about which technologies are the best fit for your complex issues or don’t have the time or expertise to explore a cloud computing tool like Google Cloud.

Datalicious has helped many marketers use Google Cloud to scale their data and analytics capabilities and drive better business outcomes. In this article, we tell these client stories – showing how they solved their data challenges and gained a better understanding of their customers’ behaviour across multiple channels.

Identify which marketing activities drive more sales

How: by analysing complex customer journeys

To measure the contribution of your marketing efforts on sales means to truly understand what influences consumer decisions at each stage of the purchase path. With the involvement of multiple touch points as prospects move from initial consideration to active evaluation and closure, it can be challenging to pinpoint what marketing activities work and what doesn’t.

The specialist travel company, Chimu Adventures, was faced with this challenge when they tried to understand how their online marketing activities influenced offline sales. Although they were tracking user journeys for online interest and offline conversions, their data silos restricted their ability to track this decision-making process as it moved from online to offline. When someone booked a Chimu Adventures tour to South America or Antarctica through an agent or by ringing their hotline, the company had little idea which marketing channel had been most effective in driving the sale.

To gain a better understanding of the customer journey, Datalicious stitched Chimu’s disparate datasets together using Google BigQuery, a sophisticated cloud-based tool that helped identify which channels outperformed others.

Our data engineering, web analytics and consulting expertise provided Chimu Adventures with a Google Cloud summary table that included their online and offline data combined. This fast, highly scalable enterprise data warehouse is where complex datasets can be integrated, so there’s just one central platform to manage all the information. There was clear visibility as to which users browsed online, completed an enquiry and later converted.

Similarly, online educator Open Colleges wanted to understand which channels and touchpoints generated high-value leads for course enrolments. By helping Open Colleges utilise key features in Google Cloud, user IDs with lengthy expiration dates were leveraged to enable the ongoing analysis of paths throughout the entire conversion funnel.

By making the connection between all those different marketing touch points, a customised model developed by Datalicious provided Open Colleges with a clear idea of how prospects move along touchpoints from the awareness phase through to showing strong signs of action, where they intend to apply for a course. These insights enable a better understanding of which marketing activities were paying off, so they can re-design campaigns and optimise media activities appropriately.

Informed marketing decisions through meaningful insights

How: by stitching together data from different sources and linking and matching variables

Siloed and fragmented data housed across a variety of sources hinder your ability to realise its full potential. When you can’t connect how leads and customers interact with your business, it’s impossible to draw accurate connections between the data.

It was this disconnect that led a recruitment agency to seek our help. By using different internal systems for each stage of the user journey, they were unable to see which channel was more effective in bringing in candidates who were ultimately hired.

Equally, their processes weren’t set up to analyse by division, location or individual, which limited their ability to detect which recruitment agents brought in the best candidates. They wanted to understand the variables that impacted successful hiring practices, including variations between countries.

As such, we created rules when processing the data by stitching it together using Google Big Query which ultimately helped them understand and track their customer path to conversion. Google Big Query datasets were then cleaned to remove inconsistencies in naming conventions and mismatching of candidate information. In addition, by stitching users through different stages of their journey, a clear picture emerged of which channels led to more hires.

With the model developed by Datalicious, the recruitment agency was successful in closing the loop on their data silos. They now enjoy a much more cohesive picture of their customers in one central location.

Predict customer behaviour more accurately

How: by recognising important data elements that provide meaningful insights

Google Cloud capabilities allow for the development of sophisticated analytics and models that pull new and valuable insights from tonnes of data to understand consumer behaviour. Creating a clear picture of how your customers engage with your business can lead to tangible benefits, including customer acquisition, retention and growth.

For example, by analysing Chimu Adventures’ Google Analytics 360 (GA 360) data, Datalicious was able to identify search engine optimisation (SEO) as a vital marketing tool for the business. Paid search was determined to be of secondary benefit.

The recruitment specialist was another client to benefit from deep level insights. Measurement of the conversion rate by channel allowed them to compare various job-posting channels like LinkedIn and Seek. With insight into both the number of channels and the volume within each channel, they could decide where to post more jobs and which channels were best aligned to their business objectives.

Also, observations about the length of the hiring process and the variables associated with onboarding candidates have created opportunities to speed up the sales conversion cycle. Again, demonstrating how highly sophisticated analytics translate to effective business decisions.

Unify your data and manage scalability as needed

How: by using one central platform to store all your information

Access to the right information faster, efficiently and more effectively is a vital benefit of using an all-in-one platform where you can store your data in Google Big Query and visualise reports via our very own data visualisation tool, OptimaHub. Scale your data analytics capabilities without affecting speed or security, regardless of the complexity or volume of data. By unifying your data, it’s easy to share information, collaborate and make more efficient and informed decisions.

Scaling and streamlining their data were an essential consideration for the recruitment specialist. Datalicious’ solution allowed the disparate groups of data to be stitched together in one place without affecting personally identifiable information (PII). For example, applicants might have their personal information across three different systems if they had submitted their resume through LinkedIn, contacted a recruitment agent, and were ultimately hired. Datalicious used a consistent ID to link this information together in Google Big Query and visualised it via OptimaHub so the applicant would appear as a single applicant. The marketing team can then access up-to-date statistics and download reports as required. With data volumes growing exponentially, this level of visibility is vital to achieving an accurate read on customers.

Similarly, the Open Colleges marketing team can use the OptimaHub dashboard to keep track of their business objectives and optimise business outcomes. With their business objective of improving student acquisition rates, they can see the efficiency and performance of their campaigns and media activities, thus helping them to identify when to be in market and when not to be in market.

Take advantage of all the benefits from Google Cloud

These client stories are a snapshot of some of the work Datalicious has done with marketers to amplify the value they can achieve with Google Cloud. While easy to use, the cloud can be difficult to master without a careful orchestration of data and skills. Our expertise in data-driven analysis, coupled with our deep knowledge and experience of cloud services, enables us to unlock the potential of this open source platform to generate client-specific solutions.

By turning data into intelligence, our clients have been able to solve complex business challenges, attract and retain customers, optimise their processes and accelerate growth and innovation.

Speak to the Datalicious team about translating your business goals and challenges into cloud-based solutions.

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