Log Level Fueled Custom Algorithms – Using the DV360 DT file we used ML functions to develop a custom algorithm which optimizes towards thousands of data signals and removed the need for manual optimization by creating thousands of bid multipliers automatically.
Customer Lifetime Value Prediction – Leveraging logistic regression we were able to predict customers in bands of low, medium and high based on sale revenue and deploy that model into programmatic buying.
CRM Onboarding to GA360 – We combined CRM ID’s with website visitors to create a unique ‘identifier’. The result allowed us to see customer information alongside web analytics and campaign data in BigQuery.
Ads Data Hub or ADH is Google’s clean room environment specifically developed so that advertisers can access detailed, impression-level data about their cross-device media campaigns in a more secure, privacy-safe environment.
BigQuery is a serverless, data warehouse that can be found within the Google
Cloud Platform or the GCP console,
it was specifically developed to analyze large data sets using super-fast SQL queries.
After the removal of the user ID for things like independent attribution in a bid for increased privacy compliant solutions, the introduction of ADH and extended use cases makes it a very important solution within the stack when you want to generate campaign or customer insights. ADH allows advertisers to incorporate data from other sources such as CRM to generate a more holistic view of different advertising channels.
• ADH is built on the Google Cloud infrastructure, advertisers who want to understand the path to conversion can upload other data sources into BigQuery. ADH enables them to combine the data sources to generate the desired path to conversion journey.
• To write and run queries the person managing ADH will need to execute these in SQL programming language and understand the ins and out of the BigQuery UI.
• User-level data cannot be exported from ADH and any data that is exported will be aggregated at a minimum of 50 users.
• ADH is built with BigQuery. With the right skills, leveraging Cloud for Marketing can revolutionize an advertiser’s analytics output.
The data available within ADH is from the DV360 or Campaign Manager log file, which is what you would expect to see. However, you can also take advantage of YouTube and mobile ad campaign data at an event stage which takes things to a whole new level in terms of reporting insights. E.g. ADH is the only place you will be able to measure cross-screen YouTube campaigns.
At Bidmath, we are experts in BigQuery and strongly believe whatever data challenges you have, the means to get to that answer will be through leveraging BigQuery. Whether it’s a CRM integration, a new way to identify unknown users or you’re tempted to see your true customer lifetime value, we are here to help you on your data journey.
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