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  • Writer's pictureEysy Digital

Mastering Google BigQuery for Advanced Marketing Data Analysis: A Comprehensive Guide

In the realm of data analysis, Google BigQuery stands as a game-changer. This fully-managed, serverless data warehouse from Google Cloud Platform allows for interactive analysis of massively large datasets, working in conjunction with Google Storage for data ingestion and persistence. In this guide, we delve into how Google BigQuery works and how it can be used to analyse marketing data.


1. The Power of Google BigQuery

Google BigQuery is more than just a data warehouse. It's a tool that enables super-fast SQL queries using the processing power of Google's infrastructure. It allows businesses to activate Google Cloud's machine learning capabilities to unearth insights from data.


This means that businesses can leverage BigQuery to analyse vast amounts of data in real-time, enabling them to make data-driven decisions quickly and efficiently.


2. Why Choose Google BigQuery Over Other Platforms?

BigQuery stands out from other platforms due to its scalability, speed, and integration with other Google Cloud services. Its serverless architecture means that there's no infrastructure to manage, allowing you to focus on analysing data without worrying about underlying hardware. Its pricing model also offers flexibility, as you pay for the queries you run, making it a cost-effective solution for businesses of all sizes.


3. The Inner Workings of Google BigQuery

BigQuery operates on the concept of tables and datasets. A dataset is a top-level container that holds tables, views, and other BigQuery resources. Its high-speed querying capability is due to its unique architecture: it separates compute and storage resources, enabling each to scale independently. This separation allows for massive scalability and speed, as you can query multiple terabytes of data within seconds and petabytes within minutes.


4. Google BigQuery for Marketing Data Analysis

Google BigQuery can be a powerful tool for marketing data analysis. It can handle data from various sources, including Google Ads, Google Analytics, CRM systems, and more. Marketers can use BigQuery to perform complex analysis tasks, from customer segmentation to ROI analysis, and gain insights that can inform strategic decisions.


With BigQuery, marketers can uncover trends and patterns in their data that can help them optimise their marketing strategies and deliver more personalised experiences to their customers.


5. A Case Study from Eysy Digital

At Eysy Digital, we encountered a case where we initially used Google Looker Studio to link with Google Analytics 4 for data visualisation support. However, we ran into a token limit issue.


With that in mind, we decided to use BigQuery as the intermediary platform instead. This decision allowed us to bypass the token limit issue, demonstrating BigQuery's flexibility and adaptability in solving real-world challenges.


BigQuery was set to crawl data on a daily basis from Google Analytics, ensuring that when the client reviewed the data, they had the most updated information possible. To facilitate this, our team at Eysy Digital wrote SQL codes to send instructions to Google Looker Studio, demonstrating our expertise in handling complex data analysis tasks.


This experience shows how BigQuery can be used to overcome obstacles and streamline data analysis processes.


6. The Benefits of Using Google BigQuery

The benefits of using Google BigQuery for marketing data analysis are numerous. It offers real-time insights, scalability, flexibility, and compatibility with various data integration tools. Moreover, its machine learning capabilities allow for predictive analysis, which can be a game-changer for marketing strategies.


With BigQuery, businesses can not only analyse their past and present performance but also make accurate predictions about future trends.

In conclusion, Google BigQuery is a powerful tool that can revolutionise the way marketers analyse and utilise data.


By harnessing the capabilities of BigQuery, marketers can gain deeper insights, make more informed decisions, and drive success in their marketing campaigns. As experts in the field, we at Eysy Digital can attest to the transformative impact of BigQuery on marketing data analysis.


If you're looking to leverage Google BigQuery to fill your business's data analytics gap, we're here to help. Our team at Eysy Digital is proficient in writing SQL codes to facilitate data analysis tasks. Reach out to us at Eysy Digital Contact Us to get started.

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