24 Jan Model This: Custom Attribution Model in Google Marketing Platform + BigQuery
The Google Marketing platform is a powerful tool for marketing leaders who need to understand their customer environment on a deeper level. In our Model This series, we’re looking at six ways that your team can delve deeper into customer insights via digital marketing attribution modeling in Google Marketing Platform.
Custom Attribution Model in Google Analytics 360 + Display and Video 360 + BigQuery
In our series, we’ve discussed baseline digital marketing attribution using free tools, and we’ve also covered some of the options available in enterprise-level solutions. But what if you’d like to take customized action against the full view of your marketing events? What if you need to bridge the gap between paid and organic, owned, and earned media? And what if you need to ensure your analytics solution accounts for the ever-changing, cross channel, multi-device customer journey? What if you also have onboarding needs for CRM, email, DMP, or offline transactional data? To get a complete look at your data, you need all of your tools to integrate.
Integration between Google Analytics 360, Display and Video 360, and Google BigQuery allows you to merge event-level data, media, conversion, audience, and offline data into a centralized cloud-based warehouse.
You can also integrate event-level data from your other Google products (Search Ads 360, YouTube, etc.), and layer in peripheral metadata at the user level. This completes a unified view of both your marketing and audience.
Once you centralize your data, you can build a custom algorithm that deploys programmatically. You can build a customized, cutting edge attribution program or custom attribution model that you’re able to fine-tune while also retaining the analytical elasticity to pivot toward new emerging perspectives.
You can also use Google’s Ads Data Hub to incorporate cross-device measurement across all Google media impressions natively. The result? Cookieless measurement you can use to optimize your user-centric experience.
In our next blog post in the series, we’ll take a look at digital marketing Attribution Modeling with Attribution 360.