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As an online marketer, we have been spoiled in recent years. We managed to collect a huge amount of data about our target groups in marketing platforms such as Facebook, Instagram, LinkedIn and of course Google. This ensured that we knew exactly which interests, age groups and locations our converting target groups had. But these insights are now disappearing at a rapid pace. That is why it is time for a different approach. With the help of Google’s BigQuery and Looker Studio, you can get started.
In recent years, there has been a lot of attention for the digital privacy of consumers. Among other things, the GDPR legislation has been created and we now see that Safari, for example, already blocks cookies in the browser by default. Website visitors should be given the opportunity to select what kind of data a company collects when the website is visited.
The result? Less data to send with marketing campaigns and blind spots. If you work the traditional way. The traditional way means that your data is in the marketing platform and you make choices based on that data. Think of your Facebook campaigns or Google Ads campaigns. This has a few disadvantages:
Data resulting from your campaigns is not your property
The data in the marketing platform has a limited shelf life.
Data from your marketing platforms is disconnected, meaning you are not collecting the right insights.
You want to link your offline data to your online data, but this is often complicated.
You rely on third-party data instead of first-party data in your marketing campaigns, which means your advertising budget is not being spent optimally.
The right use of data contributes to a successful customer journey at your company. Customer data contributes to personalization strategies, which are necessary to distinguish your company in the market. Customers also expect a consistent experience in the touchpoints they have with your company: whether this is on the website, in your store, in an app or in Google.
This can be done differently with the right data strategy
This is a bit of an open door – but important before we go into more depth. With a data strategy, you determine which data you need to achieve your business goals. This is different for every company. If you want to effectively saudi arabia email list 1.7 million contact leads optimize your marketing campaigns, you obviously have to do this on the right KPIs. KPIs can be, for example:
Turnover
Leads
Quotes
Transactions
Customer Lifetime Value
Referrals
Returns
Getting started with BigQuery
Once you know which KPIs are most important for your company, it is 7 sales closing techniques to apply in your company time to start collecting the right data centrally. There are various cloud solutions for this, such as Google BigQuery . These are data warehouses: an environment in which all data comes in. Suppose you have a webshop and run campaigns with Google Ads, then you can import your webshop data and your Google Ads data into Google BigQuery so that return data is also linked to your Google Ads data, which allows you to make ao lists different choices when optimizing that Google Ads data. Are you still following? Great!
Also read: How to efficiently create bulk dashboards in Google Looker Studio
Linking that data in Google BigQuery is done with SQL. This is a programming language that formats the raw data into data that you can actually do something.