From Silos to Insights: Planted Centralizes Marketing Data
Intro
e-dialog supports the development of a centralized Marketing Data Warehouse (MDWH) using Google Cloud. This included merging data from Google Ads, GA4, and Meta into Google BigQuery and Cloud Storage.
Challenge
Planted faced fragmented marketing data across various platforms, which hindered a holistic view of performance and effective decision-making. Data silos made it difficult to analyze customer behavior and optimize campaigns. The company wanted to consolidate these disparate data streams into a robust foundation for advanced analytics and future AI use cases to ultimately drive business growth.
The Google Cloud Marketing Data Warehouse was a turning point for us.
We now have a unified view of our marketing data, which empowers us to make faster, more informed decisions and truly understand the customer journey. This foundation is crucial for our future growth and our initiatives in the field of advanced analytics.
Henrique Säuberli, Head of IT Planted Foods
Measures
The approach was to automate data processing using a cloud serverless infrastructure for real-time updates and integrated Looker Studio for easy-to-understand dashboards and insights. The Google Cloud infrastructure ensures that the system is scalable and flexible for future growth and predictive analytics.
Results
The Google Cloud MDWH transformed Planted’s data management. Consolidated marketing data in real time enabled faster, data-driven decisions via Looker Studio dashboards. The company gained deeper customer insights, enabling more effective, targeted marketing. The automation of data processes reduced costs, and a scalable infrastructure for future AI and analytics was established.
- Single Source of Truth
- % Key Data Sources Integrated
Photo credit: Planted Foods AG
