25 Feb Google Looker Acquisition: Top Five Marketing Benefits For Google Cloud Customers
Google officially completed the acquisition of Looker on February 13, 2020- an exciting move for business intelligence and Big Data.
Thomas Kurian, CEO of Google Cloud, summarized the strategy behind the acquisition:
“The combination [of Google Cloud Platform and Looker] provides an end-to-end analytics platform to connect, collect, analyze and visualize data across Google Cloud, Azure, AWS, on-premises databases, and ISV applications.”
Google’s acquisition of Looker not only drives integrated, efficient, and more accessible marketing data management. It also helps marketers make real marketing impact with a sophisticated solution that:
– Better visualizes marketing data for clear and actionable insights
– Ties together disparate data sets to create a single source of truth
– Unifies data definitions across all data sources for easier and more accurate analysis
– Makes better sense of data sets for highly visual, interactive, embedded analytics
– Reduces time to launch for more efficient marketing programs
Let’s walk through each of the top five benefits of the acquisition and learn how the acquisition supports improved marketing efficiency for Google Cloud customers.
Benefit #1: Better visualize marketing data for clear and actionable insight
How: Looker fills the visual business intelligence gap in Google Cloud Platform
Google Cloud offers more than 100 industry-leading products for predictive analytics in the cloud. Still, Looker’s data analytics platform provides better functionality for visual business intelligence.
Google offers Data Studio, which seamlessly integrates with both Google Cloud Platform and Google Marketing Platform for basic data visualization. Marketing teams can also explore, visualize, and share data without needing to know data programming languages like SQL.
Looker replaces the basic data visualization offered by Data Studio and instead provides robust visual business intelligence. As a result, marketers receive deeper marketing insights in a sophisticated, integrated, and easy to use platform.
Benefit #2: Tie together disparate data sets for a single source of truth
How: Looker supports complex data warehousing needs, including multi-cloud capabilities.
BigQuery, Google’s industry-leading, fully managed, and highly scalable data warehousing tool extends to Looker. Looker also unlocks integrative power with over 35 other data warehouses, like Amazon Web Services, Microsoft Azure, and on-premise databases.
Looker’s powerful integration capabilities benefit those who currently use BigQuery for data warehousing, but it also benefits marketers who have more complex cloud warehousing strategies that require the integration of non-Google data warehousing platforms. Marketers who need data storage outside of BigQuery now have an advantage since Looker’s platform-agnostic integration acknowledges and supports the complexity of cross-warehouse relationships.
Looker also helps marketers integrate machine learning in BigQuery with existing legacy warehouses, creating a seamless visual business intelligence solution for all marketing data.
Benefit #3: Unify data definitions across all data sources for easier and more accurate analysis
How: Looker’s LookML language unifies data definition across all sources
Looker transforms how marketers define business metrics and dimensions across multiple data sources. LookML simple modeling language also helps marketers build clear, consistent metrics and dimensions across the data sources they already have. As a result, marketers maintain consistency as their number of data sources grow.
In addition, a unified language gives marketers an easy way to search, explore, and visualize their data while maintaining single data definitions for accuracy and clarity. Looker’s sophisticated ability to unify data definitions across multiple data sources provides an easy tool that builds a single source of marketing truth, giving marketers maximum insight into both actualized and predicted marketing performance at scale.
Benefit #4: Make better sense of data sets for highly visual, interactive, embedded analytics
How: Looker’s embedded analytics means easy insight portability
Looker offers sophisticated embedded analytics, which gives marketers modern developer workflows as well as scalable and predictable performance. Looker also provides customizable reporting and a user experience that lets marketing teams drill down and explore their data in a self-service way.
Google Cloud customers can expand the accessibility of valuable, interactive insights with Looker’s embedded analytics. And they can also insert data accessibility into multiple business applications.
Looker’s embedded analytics capabilities also seamlessly integrate with Google Cloud Platform products, offering a powerful yet user-friendly toolset for marketers. The result? A more efficient way to unlock marketing insights that are typically hidden by the volume and complexity of marketing data.
Benefit #5: Reduce time to launch for more efficient marketing programs
How: Looker brings application-first analytics to Google Cloud Platform
Looker is a powerful, application-first business intelligence tool that integrates seamlessly with Google Cloud Platform’s application-agnostic products. As a result, Looker’s powerful data science capabilities offer Google Cloud Platform customers additional building blocks so that they can build sophisticated, customized, full-stack marketing solutions in less amount of time.
Looker also includes a multitude of pre-built application integrations, which solves real-world marketing problems by helping analysts and developers focus more on results, versus focusing on the complexity of custom integration development and associated challenges with data accuracy.
To learn more about Google Marketing Platform and Google Cloud, read our blog post on Salesforce integration with Google Marketing Platform. Or you can or discover how to use Custom Attribution Modeling in Google Marketing Platform and BigQuery.