Marketing Analytics

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

Marketing Analytics and  Google Cloud

Marketing Analytics brings technology, engineering, analytics and people skills together to help companies optimise their marketing efforts by making better use of their first-party (own) data. It leverages services from Google Marketing Platform (GMP) and Google Cloud Platform (GCP) to improve digital marketing ROI and customer experiences on your owned and paid channels.

Marketing Analytics gathers web traffic data using Google Analytics, campaign performance data from the GMP advertising services and other sources. All of this is relevant for building audiences, smart targeting, analysis of attribution and monitoring.

How does it work
Consulting services
Marketing Analytics

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.

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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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Marketing Analytics Use Cases

Marketing Analytics

Understand the customer journey

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

Predict customer behaviour to optimise marketing outcomes

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

Personalise the customer experience

  • RFM modelling
  • Sentiment Monitoring
  • Data-driven segmentation
  • Interest-based segmentation
  • Personalisation Engine
  • Integrating External Data

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Common Challenges

  1. Where to start with Google Cloud when I am already using Google Marketing Platform?
  2. How to combine marketing analytics with other solutions of my IT department?
  3. How should I manage my customer data?
  4. Can I integrate Cloud with the existing technology?
  5. How do I control the Cloud expenses for my department?

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

Why Google?

Popular competitors are Amazon Web Services and Microsoft Azure, 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.
  • Google’s machine learning API’s are geared more towards marketing applications out of the box.
  • Analyse 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 less 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 specialisation 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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Marketing Analytics