Cloud for Marketing

Unlock value from first-party data to optimise and personalise your marketing.

What is Cloud for Marketing?

Cloud for Marketing is a mix of technology and analytics that helps companies optimise their marketing efforts by making better use of their first-party (own) data.

Almost every company is using the Google Marketing Platform services such as Display & Video 360, Search, GA360. Using the power of both Google Cloud Platform and Google Marketing Platform you are able to benefit from providing better experiences to your customers and improving marketing ROI significantly.

Crystalloids is a leading partner in the Netherlands that specialises in both Google Cloud Platform AND marketing activation on owned and paid channels.

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What is Cloud for Marketing?

Why do you need it?

People interact with your business from multiple touchpoints (website, ads, email marketing, social media, loyalty cards, etc.). This contributes to a massive amount of customer data that is being collected. 

When all this data is scattered across your analytics, CRM system and among other sources, it creates silos and incomplete views for the business. It also remains challenging to find a complete overview of each customer.

As the need for businesses to provide better and more personalised experiences increases, the combination of cloud and marketing is becoming stronger and more important for organisations.

The benefits:

  • Data ingestion from applications and other sources real-time
  • Store raw, pre-processed, and post processed data
  • Distribute content securely with broad reach
  • Better manage application performance and create insights faster
  • Use less separate tools for your marketing activities
  • Engage customers in more personalised way
  • Build customer segments on predefined attributes
  • Create lists of customers based on predicted lifetime value
 
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Cloud for Marketing Use Cases

Cloud for Marketing Use Cases

Understand The Customer Journey

Trendspotting
Self Service Analytics
Customer Segmentation
 
Cloud for Marketing Use Cases

Predict The Marketing Outcomes

Lifetime Value Prediction
Purchase Prediction
 
Cloud For Marketing Workshop

Cloud for Marketing Workshop

Use your own data to enable a personalised customer experience and optimise your business utilising state-of-the-art marketing analytics.
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Crystalloids' Cloud for Marketing Services

Crystalloids is the leading partner in the Netherlands that specialises in both Google Cloud Platform AND marketing activation on owned and paid channels. Next to our specialisation, we have the code in place in building blocks to connect and integrate the data sources and applications which enable low implementation cost and fast time to market.
Break Down Silos & Incomplete Views
  • Management Consulting
    ● Summary of relevant datasets, tech in use, stakeholders and migration recommendations
    ● Workshop to create alignment
    ● Data governance guide
  • Systems Integration
    ● Documented schema
    ● Connectors
  • Analytics as a Service
    ● Match Table, joins
    ● Cleansed data set
    ● Query Cookbook
    ● Transformation cookbook

 

Automate Analytics Workflows
  • Management Consulting
    Requirements gathering across
    teams, KPI alignment
    ● Stakeholder needs map
    ● Technical requirements by
    team
    ● Standard KPIs
  • Systems Integration
    Define attribution and measurement framework
    ● Migration plan off of existing
    attribution partner (if applicable)
    ● Attribution model
    ● Query Cookbook
  • Analytics as a Service
    Build out dashboards for relevant
    stakeholders based on requirements
Power Marketing with analytics
  • Management Consulting
    Identify opportunities for ML project, define use case
    ● ML readiness assessment
    ● Business Requirements for ML
    projects
  • Analytics as a Service
    Create standard churn, prediction, and propensity models
    ● Model for churn analysis
    ● Model for demand prediction
    ● Model for propensity scoring
Activate Data Across the enterprise
  • Management Consulting or
    Assess current customer
    touch-points, identify areas for
    personalisation
    ● Comms / Project plan
    for activation
    ● Workshop with
    relevant stakeholders
  • Systems Integration
    Build execution pipelines into media platforms
    ● Pipeline into media (e.g. Google Ads, Google Marketing
    Platform APIs)
    ● Pipeline into Analytics 360 (e.g. custom dimensions)
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Why Google Cloud For Marketing?

  • It works with the marketing tools you use and you can bring data in from any software system.
  • Support at every stage of your data journey:
    • collect your data with ease
    • transform it with powerful clean-up tools
    • analyse in seconds without server setup
    • visualise it with beautiful dashboards
    • personalise to drive better campaign results
  • Access to the same machine learning technology that powers products like Search, Maps and more.
Discover Google Cloud
Google Cloud for Marketing