Digital analytics
BigQuery data warehousing for marketing
Store your data in one warehouse and see the big picture of your marketing. BigQuery integrates easily with Google’s analytics, reporting and advertising tools. It is extremely cost-effective, because storing data costs next to nothing — you only pay for using it.
Why a data warehouse?
The benefits of a data warehouse
A data warehouse (DW) stores all your marketing data in one place and in a consistent format. That makes the data easy to use in reporting and in developing your operations.
Data warehousing pays off especially when you have a large advertising budget, use several advertising channels and want to own the data for later use.
The full picture of your marketing
A data warehouse makes it easier to build a complete picture of your marketing by combining data from different sources (such as spend).
Google Data Studio (formerly Looker Studio) reports run faster and more reliably when the data comes from a warehouse. They do not break if a single API stops working.
Your data is preserved for the long term
Data stays in the warehouse as long as you want, even if some ad platforms limit your view of history. Your company owns all the data collected in the warehouse. Google Analytics retains data for only 14 months.
You can apply BigQuery’s built-in machine learning to the data, build your own attribution models and query the data with SQL.
What kinds of companies typically use data warehouses?
Typical data warehouse users are
- internationally operating companies whose advertising is spread across several ad accounts
- Google Analytics 4 users, because GA4 makes implementation easy
- companies with multiple business units or brands
- businesses that want to combine brick-and-mortar and online data.
Why choose Hopkins as your partner?
We understand the use cases of a data warehouse: we are not just a technical implementer — we help you design a warehouse that is actually useful.
We are marketers ourselves, so we understand marketing’s needs and data collection at the grassroots level.
We want to collect data for you that you actually want to use.
Our services
BigQuery data warehouse implementation as a service
We build Google BigQuery data warehouses that bring scattered data together and enable you to use it effectively.
Business case
Together we go through your company’s data processing needs and the business questions the warehoused data and its analysis are meant to answer.
At this stage we review the current state of your KPI framework and, where needed, update the metrics in web analytics, ad platforms and any marketing automation tools.
We also determine which information is most relevant to each user group, map the preliminary visualization needs and use cases, and estimate the total cost of the project.
Data warehouse design
We map the data sources your company uses and create a plan for the structure of the warehouse.
We choose the tools and techniques for collecting, storing and visualizing the data.
We find out whether ready-made connectors exist for the required data sources or whether the data should be imported some other way.
We define the most relevant data points so the processed data volume stays as light as possible.
We also define any needs to combine data already at the collection stage.
Building the data warehouse
We create a data warehouse licensed to your company — meaning your company owns the data.
We take care of the technical processes needed to connect the data sources.
We define the hierarchies and structures of the collected data based on its use cases.
Data visualization
Based on the collected data and use case mapping, we create the necessary Google Data Studio reports.
The reports contain the relevant, precise KPIs for each user group along with their historical development.
Based on the reports, you can identify clear development areas in digital marketing and website development.
Like the data sources themselves, the reports are owned by your company.
Documentation and maintenance
We create comprehensive documentation of how reports relate to data sources, so the origin of every figure can be precisely traced when needed.
Because data sources change over time, we also offer a maintenance service that ensures the figures in your reports remain correct now and in the future.
Why do we favor BigQuery?
BigQuery is a Platform as a Service (PaaS) offering owned by Google, with several advantages over competing data warehousing solutions (such as Azure and AWS).
Ecosystem
BigQuery integrates easily with the Google stack, and experts for it are easy to find.
Price
BigQuery is cheap to implement. Storing data costs next to nothing — the costs come from using it.
Scalability
BigQuery scales automatically with use. You do not have to commit to a package you cannot fully utilize.
Want to implement a data warehouse?
Call us on +358 20 788 8120 or fill in the form below and we’ll get back to you!