Combined, Google Cloud and Google Marketing Platform (GMP) can drive increased performance, enable better decisions and deliver messaging effectively – but how do you integrate the two platforms?

Firstly, it’s important to consider the following:

• Specify your company’s business objectives and the metrics to be used.
• Align teams: data scientist, analytics, marketing.
• Gather data from different sources, online and offline.
• Identify the technology that will help those objectives.
• Create a schedule for the design, implementation, and activation of the project.
• Determine resources needed.

Secondly, you really need to be thinking about investing in first party data – gathering information about your customers, and their needs from your own data sources – while realigning your customer relationships management system (CRM).

Following this:

1. Move data to BigQuery. You can import data from your site or app with GA4. Remember that with this new version of Google Analytics you can connect to BigQuery natively from the free version, just check the consumption limits. On the other hand, you can transfer media data using the BigQuery data transfer service, which supports several Google products: Campaign Manager 360, Display & Video 360, Google Ad Manager, Google Ads, Search Ads 360, and YouTube. For other media data or CRM data, you can use third-party data transfer connectors.
2. Use Google Cloud machine learning. Among its benefits are scale, speed, quality, and customization. You can easily build and develop models with little knowledge of such technology to those seeking to implement customized models.
3. To take the BigQuery information to Google Marketing Platform you can use GA4 or Campaign Manager 360. With it you can make purchase predictions, create audiences, and predict Lifetime Value.

If you have data that you don’t measure through Analytics, such as in-store purchases, phone quotes or credit card approvals, you can use Measurement Protocol to add that information and then create audiences to integrate with GA4 to optimize conversion campaigns.

Campaign Manager 360 is another option to get insights from BigQuery in GMP and with Search Ads 360 you can trigger bids at auction time.

By having all customer statistics, you will achieve more value from advertising with GMP. The two main strategies should be to create detailed audiences in GA4 in order to pinpoint the scope of the campaigns and, on the other hand, incorporate offline conversion events.

Finally, an advantage of Google Cloud is that you can share information with the rest of your team and use Data Studio to create interactive dashboards or reports on business performance.

Take advantage of the benefits of integrating Google Marketing Platform with the cloud! If you would like to see how Incubeta are using their in-house cloud data pipeline tools and analytics services to help their clients take advantage of all these benefits (and more!), please reach out.