Marketing Analytics

Unlock value from your first-party data to improve marketing ROI

Marketing Analytics and  Google Cloud 

We specialize in designing, building, and monitoring all kinds of data, analytical and activation platforms, also called Customer Data Platform, Marketing Activation Cloud, Advertising CDP, and more. Our Marketing Analytics capabilities bring technology, engineering, analytics, and people skills together to help you optimize your marketing efforts by making better use of first-party (owned) data, second-party (shared) data and third-party data. It leverages services from Google Cloud Platform (GCP) and your internal systems, owned, earned, and paid channels to improve digital marketing ROI and customer experiences.

All of this is relevant for building segmentation, audience management, smart targeting, activation, and attribution measurement.

How does it work
Consulting services

Here is an example view on the components of a marketing analytics environment

marketing analytics environment

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 personalized experiences increases, the combination of cloud and marketing is becoming stronger and more important for organizations.

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Marketing Analytics

10 reasons to choose Marketing Analytics

Drive more value from your data with marketing analytics.

Measure user interactions across multiple platforms 
Measure interactions across the ecosystem of advertising platforms 
Activate insights from data back into the platform in a timely manner 
Activate one campaign across all marketing channels 
Personalise throughout the marketing funnel from awareness phase to the advocacy phase 
Optimise Net Present Value: find the balance between ROI, ROAS, CAC and CLTV 
Future proof on speed, flexibility and security 
Apply any kind of modelling from the Google AI platform or any other analytical product 
Use less separate tools for your marketing activities 
Integrate data without engineering 
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Discover which outcomes our clients obtained

Marketing Analytics

Understand the customer journey

  • Understand the customer journey
  • Customer Segmentation
  • Dashboarding for trendspotting and taking actions
  • Self-service analytics/democratizing data
 
Marketing Analytics

Predict customer behavior to optimize marketing outcomes

  • Customer Lifetime Value
  • Optimize audiences and bidding tactics based on pCLTV
  • Propensity modeling for lead-scoring, engagement, and conversion prediction
Marketing Analytics

Personalize the customer experience

  • RFM modeling
  • Sentiment Monitoring
  • Data-driven segmentation
  • Interest-based segmentation
  • Personalization Engine
  • Integrating External Data

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Common Challenges

  1. When should I use packaged CDP’s and when build a CDP on GCP
  2. Can I combine custom build and off-the-shelf CDPs and other marketing SAAS?
  3. Where to start with Google Cloud Platform when I am already using Google Marketing Platform and other advertising platforms?
  4. How to combine marketing analytics with other solutions of my IT department?
  5. How should I manage my customer data such as data quality and data governance as part of a data strategy?
  6. Can I integrate the cloud with the existing technology?
  7. How do I control the cloud costs for my department?
  8. How to set up a business case?

Do any of these resonate with you? Is there any other challenge your business is facing that you want to bring up? We can help you answer these questions.

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Marketing Analytics

What about packaged Customer Data Platforms?

Off-the-shelf solutions such as the suites of Salesforce and Adobe com and many other packaged tools may or may not meet what is in your best interest. What to do depends on the maturity of your company and the complexity of your requirements. In practice, in many cases, we advise a modular approach that means combining both custom build and off the shelf and integrating into a robust, managed solution as part of the lakehouse architecture. For detailed information about best practices 3 best practices of CDP architectures, we refer to this article in our blog section. 

Because of our long-year experience, we can guide you through the process of data strategy, use case selection,  requirements gathering, vendor assessment, and solution architecture.

   

Why Google?

Popular competitors are Amazon Web Services and Microsoft Azure or suites like Salesforce 360, but there are five reasons why Google Cloud is more interesting for marketers

  • Google offers a lot of native connectors between their advertising suites and their cloud environment. 
  • Google’s identity graph allows you to match your own 1st party data to Google’s data about users for better targeting. We built your unique identity graph starting from Google Analytics and link to all interactions
  • Google’s machine learning APIs are geared more towards marketing applications out of the box. 
  • Analyze and activate your data where it already sits (data gravity principle), you don’t have to pull your data out of the Google Cloud Platform
  • Google is not as complex as other public clouds so you need fewer products and less engineering time
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Marketing Analytics

Why Crystalloids?

We are the first and one of the few Google Cloud partners in the Netherlands to achieve the Google Cloud Marketing Analytics certification. Our specialization in Google Cloud Platform, marketing analytics, and activation on own and paid channels landed us projects at ambitious and award-winning clients including ANWB, CoolBlue, and PVH (Calvin Klein, Tommy Hilfiger). We have several years of experience in this field and have been able to meet any challenge. Our customers are the best reference.

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