{"id":14408,"date":"2022-03-02T16:02:20","date_gmt":"2022-03-02T15:02:20","guid":{"rendered":"https:\/\/www.qintesi.com\/?post_type=portfolio&p=14408"},"modified":"2022-05-04T17:32:07","modified_gmt":"2022-05-04T15:32:07","slug":"enhancement-of-marketing-campaigns-with-google-bigquery","status":"publish","type":"portfolio","link":"https:\/\/www.qintesi.com\/en\/portfolio\/enhancement-of-marketing-campaigns-with-google-bigquery\/","title":{"rendered":"Enhancement of marketing campaigns with Google BigQuery"},"content":{"rendered":"
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Challenge<\/h4>

The customer, a leading company in the\u00a0telecommunications sector<\/b>, needs to improve the process of defining\u00a0marketing campaigns<\/b>\u00a0aimed at its loyal customers: promotions are defined by retrieving data from various customer management applications in an unstructured way, with manual and manipulated processes directly from reporting applications, with a high risk of making mistakes or not using up-to-date information.<\/p>

With this goal, the Customer has entrusted Qintesi with the creation of a\u00a0marketing data mart<\/b>\u00a0in which to bring together, with fully automated loading and integration processes, the data of its customers, available in different sources, both in the Cloud and on premise.<\/p>

\u00a0<\/h4>

Solution<\/h4>

In agreement with the Customer, it was decided to opt for a\u00a0Cloud platform<\/b>, using the services made available by the\u00a0Google Cloud Platform<\/b>. More specifically, the marketing data mart was created with\u00a0Google BigQuery<\/b>, a serverless, scalable and pay-per-use data warehouse service, therefore without installation costs, maintenance and service interruptions.<\/p>

Google BigQuery has integrated data from:<\/p>

  • Customer database management, catalogs, subscriptions (Postgres on Google Cloud SQL)<\/li>
  • Order management<\/li>
  • Customer Service<\/li>
  • Operational marketing platform<\/li>
  • Navigation data of the e-commerce site (Google Analytics)<\/li><\/ul>

    \u00a0<\/p>

    Data is loaded hourly, using federated queries for Cloud SQL and Rest API for other systems.<\/p>

    The updated data, after the necessary cleaning and normalization operations, is available for reporting after a few minutes.<\/p>

    Particular attention was paid to\u00a0process monitoring\u00a0<\/b>and\u00a0data quality<\/b>\u00a0assurance\u00a0<\/b>thanks to the design and implementation of a custom logging system with configurable alerting thresholds, whose indicators can be consulted in BigQuery via a dedicated dashboard.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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    Results\n<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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    • \n\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t<\/i>\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\tAvailability of a single corporate repository with constantly updated, reliable and usable marketing data for customer analysis at 360\u00b0<\/span>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t
    • \n\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t<\/i>\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\tSecure, reliable and fast data acquisition and transformation processes<\/span>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t
    • \n\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t<\/i>\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\tExtensive monitoring of the entire process with automatic reporting of anomalies, delays or unacceptable quality levels<\/span>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t<\/ul>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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      Le informazioni contenute in questo documento sono di propriet\u00e0.
      Copyright \u00a9 2014 Qintesi S.p.A. Tutti i diritti riservati.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>","protected":false},"excerpt":{"rendered":"

      Challenge The customer, a leading company in the\u00a0telecommunications sector, needs to improve the process of defining\u00a0marketing campaigns\u00a0aimed at its loyal customers: promotions are defined by retrieving data from various customer management applications in an unstructured way, with manual and manipulated processes directly from reporting applications, with a high risk of making mistakes or not using […]<\/p>","protected":false},"author":3,"featured_media":20065,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","format":"standard","meta":{"_vp_format_video_url":"","_vp_image_focal_point":[],"footnotes":""},"portfolio_category":[],"portfolio_tag":[762,763,764],"servizi-offerti":[808],"moduli_implementati":[],"settore":[345],"class_list":["post-14408","portfolio","type-portfolio","status-publish","format-standard","has-post-thumbnail","hentry","portfolio_tag-cloud-en-2","portfolio_tag-google-en-2","portfolio_tag-marketing-en-2","servizi-offerti-digital-transformation","settore-energy-utilities-telco-en"],"yoast_head":"\nEnhancement of marketing campaigns with Google BigQuery - 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