Make BigQuery your Customer Data Platform

In almost every sector, companies of all sizes are seeing the enormous value of their proprietary data stored in Google BigQuery. This data is essential for success in a changing advertising world, which is rapidly moving away from third-party cookies.

In the past, marketing and advertising teams relied on off-the-shelf customer data platforms (CDPs) to gather and store customer data. However, with the emergence of the AI lakehouse and Google BigQuery, these separate processes have become redundant. This can lead to a company operating with multiple sources of truth.

Introducing Hightouch, a data activation platform that enables companies to fully exploit their BigQuery data. By integrating Hightouch with BigQuery, companies can create a scalable CDP, taking advantage of their existing data and data warehouse capabilities. With Hightouch and BigQuery, they can build audiences and synchronize data with over 200 tools.

In this article, we'll take a closer look at the concept of scalable CDPs, their benefits, and give tips on how to make the most of your data with a CDP built with BigQuery and Hightouch.

Use cases for a scalable CDP with BigQuery

Building a 360° Customer Profile

Data teams can directly build a 360 Customer Profile in BigQuery, enabling a company to fully capture a customer's interaction across all channels, devices, media and touchpoints (including offline interactions). This 360-degree profile is fundamental for relevant analysis, targeted personalization and optimal customer experience.

Hightouch provides a tool for Customer Profile 360 that enables organizations to design multiple identity and entity resolution models directly in BigQuery, without the need to write complex code or SQL queries.

Data activation with Reverse ETL

Data teams can synchronize information with downstream business tools such as CRMs, ESPs and advertising platforms thanks to Reverse ETL.

Business operations using these tools will be optimized with this data, guaranteeing better results and ensuring that everyone is working from the same reference data in BigQuery. These features save data teams the manual effort of creating and managing unique pipelines, integrating APIs and providing ad hoc CSVs to other business teams.

Multi-channel personalization

Marketers can achieve better results by personalizing the content of their communications with customers.

Customer lifecycle marketing is enhanced when companies deliver relevant, personalized experiences via push notifications, SMS, email, mobile and web. To achieve this, organizations must first collect and store customer information, model predictions from this data, and then transmit this data and analysis to their marketing tools and channels.

Improved return on advertising spend (ROAS)

Marketers can optimize the effectiveness of their campaigns by synchronizing customer data with advertising platforms.

They can build suppression audiences to avoid targeting certain customers, such as current subscribers, in order to reduce unnecessary advertising spend. Similarly, marketers can create similar audiences from their existing customer base to identify potential new customers. They can also provide conversion data to these platforms to perfect their automated campaigns. All these advertising optimizations rely on the ability to easily synchronize BigQuery data with advertising destinations.

The Hightouch solution

Built with BigQuery, enables companies to store, model and activate their customer data. It offers numerous code-free tools for automating data synchronization and managing audience cohorts.

Google Cloud offers a range of tools for centralizing all customer data. BigQuery enables companies to rapidly analyze large quantities of data. Hightouch, on the other hand, never stores this data separately.

Compared with packaged CDPs, the Hightouch modular customer data platform, built with BigQuery, enables complete use of customer data. It offers several advantages such as data completeness, flexibility, accessibility and security.

In conclusion, a scalable CDP with Hightouch and based on BigQuery delivers a best-in-class customer data architecture that maximizes existing investments, empowers marketing teams and makes customer data accessible where it's needed. Write your data once in BigQuery, then use it everywhere with Hightouch.