Why linking Adjust and Google Cloud Platform can improve data-based marketing strategies

The realisation that user data holds considerable value has resulted in the digital equivalent of a gold rush. Suddenly, every company is collecting and storing every last bit of customer data they can find.

However, few businesses can extract maximum value from that data. This extraction process is known as data activation. It typically involves an in-depth analysis of the data, combining it for real-time insights that improve both your understanding of user behaviour and your ability to market your product to customers.

Traditionally, businesses have activated their data in one or several of the following ways:

But, while these established tools are powerful and valuable, there are limitations. The two main issues are:

At Artefact, by facilitating a partnership between Adjust and the Google Cloud Platform, we’re targeting one principal goal – to enhance our clients’ data-driven activation capabilities. For example, when you want to launch a new campaign for a specific segment of users based on historical data that needs to be cleaned/transformed on the fly. Or if you want to combine data from various sources including Adjust, to gain a holistic view and comprehensive insight into a brand’s performance.

Once you sync Adjust with GCP, you can carry out a wide range of data transformations and visualisations using tools like BigQuery, Dataprep and Data Studio. Thus, by offering improved real-time analysis on significantly large datasets, we’re overcoming traditional data activation technology’s two main limitations listed above.

Essentially, combining the two platforms allows digital marketing teams to go deeper, be more precise and trust entirely in the data. It gives you the tools to ensure you extract maximum value from the information at your disposal.

To get started, all you need is an Adjust account configured to collect necessary app data and a Google Cloud account to store that data. Then, based on your marketing and activation needs, you can pick and deploy from GCP’s wide arsenal of tools as well as continuously tweak the set-up to suit the ever-changing needs of your organisation.