Google Cloud CDP: The Complete Guide to Customer Data Management
by Jan Hendrik Fleury on Jan 17, 2023 5:38:28 PM
Welcome to the world of Google Customer Data Platform (CDP), where businesses can unlock the true potential of their customer data. In this article, we delve into the power and advantages of Google's CDP, highlighting why it is a good fit for businesses across various industries.
Why Google Cloud CDP?
Whether you are looking to develop a new CDP or enhance an existing one, Google's Data Cloud offers a wide range of tools, services, and benefits that cater to your unique needs. The variety of features include:
- Centralized customer data management: Google Cloud CDP stores all of your customer data in a single place, making it easy to access and manage.
- Unified customer profiles: Google Cloud CDP creates unified customer profiles that combine data from all of your sources, giving you a complete view of each customer.
- Real-time data processing: Google Cloud CDP processes data in real time, so you can always have the most up-to-date view of your customers.
- AI-powered insights: Google Cloud CDP uses AI to generate insights from your data that can help you improve your business.
- Open and extensible platform: Google Cloud CDP is an open and extensible platform, so you can easily integrate it with your existing systems.
Join us as we explore the key reasons why Google CDP stands out from the crowd and how it can revolutionize your data-driven strategies.
The Benefits of Google Cloud CDP
1. Flexibility for future requirements
CDPs must be adaptable to meet evolving needs, considering changing legislation and shifting consumer behaviors. Google Cloud allows you to customize your CDP according to your specific requirements and implement changes swiftly. This flexibility empowers you to seamlessly integrate Google Cloud Platform (GCP) with third-party solutions.
For example, by centralizing your data and analytics on Google Cloud, you can test new components like an ESP or ecommerce platform without the need for migration. Our reusable code and templates streamline the customization process.
2. Break data silos at speed with automated data transfers
Traditional point solutions often create data silos that lack interoperability, limiting your ability to leverage data across systems. Google provides transfer solutions that automate data movement from a wide range of SaaS applications, including Google Marketing Platform, Google Ads, YouTube, Salesforce CRM, Adobe Analytics, and Facebook Ads. Through services like BigQuery Data Transfer Service and third party transfers, you can break down data silos without incurring additional costs.
3. Faster predictive engagements with integrated AI/ML
Google Cloud Platform (GCP) provides a variety of AI and machine learning (ML) capabilities that can be used to enhance customer data platforms (CDPs). These capabilities can help businesses to better understand their customers, predict their needs, and deliver more personalized and relevant experiences.
One of the key ways that GCP can be used to improve CDPs is through the use of Recommendations AI . Recommendations AI is a service that can be used to generate personalized recommendations for products, content, and other items. Recommendations AI can be used to power a variety of features in a CDP, such as product recommendations, next-best-action recommendations, and personalized email marketing campaigns.
Another way that GCP can be used to improve CDPs is through the use of BigQuery ML. BigQuery ML is a service that allows users to create and train ML models directly from BigQuery data. This can be useful for businesses that want to build custom ML models that are tailored to their specific needs. For example, a business could use BigQuery ML to build a model that predicts customer churn or customer lifetime value.
GCP also provides a variety of smart analytics reference patterns. Smart analytics reference patterns are pre-built solutions that can be used to solve common analytics problems. For example, there is a smart analytics reference pattern for e-commerce recommendation systems, forecasting customers' lifetime value, and designing propensity-to-purchase solutions.
By using GCP's AI and ML capabilities, businesses can empower their CDPs to deliver faster predictive engagements and actionable insights. This can help businesses to improve their customer experience, increase sales, and reduce costs.
Here are some specific examples of how AI and ML can be used to improve CDPs:
- Personalized product recommendations: AI can be used to analyze customer data and generate personalized product recommendations. This can help businesses to increase sales and improve customer satisfaction.
- Next-best-action recommendations: AI can be used to predict what a customer is most likely to do next and recommend the most relevant product, content, or offer. This can help businesses to guide customers through the sales funnel and increase conversion rates.
- Churn prediction: AI can be used to identify customers who are at risk of churning and take steps to retain them. This can help businesses to reduce customer churn and improve customer lifetime value.
- Fraud detection: AI can be used to detect fraudulent transactions and protect businesses from financial losses.
4. Augment consumer data with Google & public datasets
You can enhance your analytics and AI initiatives with pre-built data solutions and valuable public datasets such as weather and socio-demographics including Google datasets like Google trends. These solutions are available via Analytics Data Hub and the Marketplace.
5. Advance with Google's secure-by-design infrastructure
Take advantage of the reliable secure-by-design infrastructure and global low-latency network Google uses to protect your consumer PII. The rich set of controls and capabilities Google CDP offers is always expanding and includes features like data encryption by default, identity- and role-based access controls, and Data Loss Prevention to discover and classify PII at scale. With Google CDP's robust security measures, businesses can have peace of mind knowing that their sensitive customer information is safeguarded against unauthorized access and potential data breaches.
6. Democratize data insights and take action
With Looker (Google Cloud’s enterprise platform for BI and embedded analytics) you can enable your marketing teams with self-service analytics. Once they’ve uncovered an insight, they can send audience segment lists to marketing platforms such as Google Ads, Facebook, LinkedIn and HubSpot. Thanks to Google Cloud's open approach you can also easily integrate ISV solutions like Lytics and Flywheel Software for data activation on low-code or no-code for marketers. Also, you can connect any type of dashboarding solution such as Tableau, PowerBI.
Many organizations store data in multiple public clouds, which can lead to data silos and hinder the ability to gain insights across all the data. With Google BigQuery Omni, you can overcome these challenges and unlock the full potential of your data.
BigQuery Omni provides a multi-cloud data tool that allows you to analyze data from different cloud platforms seamlessly. It offers a unified interface that enables you to query datasets residing on Amazon Simple Storage Service (Amazon S3) or Azure Blob Storage, eliminating the need for data migration or complex integrations.
7. Reduce lock-in & support of operating systems & languages
Open source has become a pervasive component in modern software development, and Google is no exception. Google uses thousands of open-source projects across internal infrastructure and products. Google Cloud is a challenger in the public cloud world because it remains the most open platform. Products such as container orchestrations service Kubernetes and machine learning framework Tensorflow enable businesses to develop tailored CDP solutions that align with their specific requirements. Also, Cloud Data Fusion' is based on open source project CDAP and 'Cloud Dataflow' is based on open source project 'Apache Beam.'
One of the reasons that Google Cloud Platform is one of the most open clouds is because it supports a wide range of operating systems, including Linux, Windows, and many others. Additionally, Google Cloud Platform offers support for a wide range of programming languages, including Java, Python, and many others. This makes it easy for developers to build applications using the tools and languages they are familiar with.
8. Unify with ease on the Cloud
All components in the console fit together natively and are tightly integrated. Suites such as Salesforce and Adobe claim proper integrations, but this is not always the case. At times these suites are established when companies merge or take over, and under the hood of the suite the integration can remain incompatible or with loose integration efforts. I have written about this in the article ‘Should I bring my data and analytics to Salesforce? 7 considerations’.
9. Scale on demand
Google has a well-known reputation for building highly scalable products that can handle a large volume of data. Now you get the assurance of a CDP that adapts to your growing data needs.
10. Same service, lower cost
Knowing you won’t overpay for your Google CDP always catches the eye of our clients when learning about Google Cloud benefits. Compared with competitors (such as Amazon Web Services, Digital Ocean, Microsoft Azure), GCP’s advantage is the low cost. Unlike its competitors, with Google Cloud, you only pay for the services you use. Google applies per-second billing, which is a great alternative to consumers having to pay by the hour, even if they use a service for a few minutes. This pricing model aligns perfectly with the flexibility and scalability that a Google CDP requires.
If you are looking to develop or redesign a CDP for your business, Google Data Cloud is a serious option to consider. With a powerful platform that offers a wide range of tools and services to support your efforts, and minimum cost and vendor lock-in, Google Data Cloud works for all your data and business needs.
If you’d like to learn more about where to start related to CDP’s on Google Cloud, Crystalloids has end-to-end services to guide you through your CDP journey. A good place to start would be with ‘From use case to CDP in 9 steps’.
To better understand the variety of ways you can architect and run a CDP on Google Cloud, read ‘Best practices to design and operate a CDP’.
Schedule a virtual meeting with us to discuss your goals and situation.
At Crystalloids we are highly specialized in designing and building Customer Data Platforms on Google Cloud. Using business cases before we start, we have performed dozens of implementations and architecture designs for CDP's of any type. Not only do we design the architecture and develop the solution, we also use our managed services to assure quality and security.
To-date, each of our clients (past and present) remain on Google’s Data Cloud technology. This speaks to the internal and bottom-line value added by Google’s and Crystalloids’ solutions for all businesses.
Additionally, with Google Cloud technology you pay for only what you use, making our clients total cost low.
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