WHAT IS CLOUD FOR MARKETING AND WHY MARKETERS NEED TO EMBRACE IT
In our never-ending search for different methods to leverage ML models, such as algorithms to make our programmatic efforts more effective or to derive insights from large datasets, we have leveraged Google Cloud Platform (GCP). Google Cloud is commonly known for its ability to host infrastructure and data storage which may or not be related to programmatic or even marketing and therefore the most common question our clients are asking is ‘what is cloud for marketing?’.
Google Cloud for Marketing or C4M is a term used to describe the method of applying cloud functions within an advertising (or marketing) environment, it is quite self-explanatory so we move onto the next question, why should marketers care about it? We have listed a few reasons why marketers are embracing Cloud for marketing today.
Google has done the hard work for us in terms of connecting all the platforms. Although the integrations within the Google Marketing Platform (GMP) stack are smooth and allow an easy workflow when exporting data, you can also make use of integrations with non-Google platforms, such as Salesforce, if you partner with them for CRM and many other platforms.
Pay as you go
When brands are weighing up their options for a DMP, the traditional purchase model is a license fee based on a contract, for example, 3 years. is normal and can be very effective if these platforms are managed by experts and leveraged to their full potential. However, GCP is charged differently and keep in mind that it's a very different type of platform too, the way you pay for the use of Cloud functions is dependent on the amount of queries that you run within the platform.
This means the more you use it, the higher the cost and if you’re not running queries, then there is no cost.
We always come back to the fact that when we use Cloud, we are leveraging Google’s processing power and infrastructure. With this comes other benefits apart from light speed queries. The chart below shows that Auto ML and Cloud ML APIs can be leveraged by a novice. For example, with minimal coding skills, you can take advantage of the Vision API and understand the images that contribute to the highest conversion rate in your campaign when running thousands of banners or show similar videos or images to users on your website.
This is one of many API’s that can be used for unlimited use cases, and where you can think creatively about how you want to use them for better advertising.
Unlock more value in your 1st Party Data
It is clear that with the recent browser and privacy changes, more brands are valuing their 1st party data like never before, leveraging BigQuery (an enterprise-level data warehouse) to onboard data from all sources and analyse it to a granular level for further activation such as predictive analytics, improving the on-site experience or visualising the data in Google Data Studio or even Looker.
C4M is not another buzzword in the industry. We believe the brands that do not embrace the levers and functions available will undoubtedly be left behind in the race to adopt machine learning for more effective marketing. Speak to one of our experts today and let Bidmath help you embark on your data journey.
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