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Build a Marketing Data Warehouse

Published on: November 26 2023 by Supermetrics

Build a Marketing Data Warehouse

Table of Contents

  1. Introduction
  2. About Supermetrics
  3. About Better and Stronger
  4. Marketing Data Warehouse: Why Do You Need It?
  5. Building a Marketing Data Warehouse
    • Connecting Data Sources
    • Defining Internal and External Data Sources
    • Creating a Data Schema
    • Choosing a Cloud Data Platform
    • Connecting Data Sources to the Data Warehouse
    • Exploiting the Data
  6. Introduction to Google BigQuery
  7. Using Supermetrics with Google BigQuery
  8. Pros and Cons of Supermetrics
  9. Conclusion
  10. Useful Links



Welcome to this webinar on building and marketing a data warehouse with BigQuery and Supermetrics. In this session, we will discuss the importance of a marketing data warehouse, its advantages, and how to build it. We will also explore Google BigQuery as a powerful tool for data storage and analysis, along with Supermetrics for seamless data integration. So let's dive in!

About Supermetrics

Supermetrics is a data connector tool that allows you to connect with various data sources and integrate them into your marketing data warehouse. It offers a wide range of connectors for different ad platforms, analytics tools, and reporting platforms like Power BI and Google Data Studio. With Supermetrics, you can easily consolidate your data from multiple sources and streamline your reporting and analysis process.

About Better and Stronger

Better and Stronger is a data agency specializing in digital marketing. Our approach combines data-driven decision-making with creative marketing strategies. We use data to guide our marketing campaigns and optimize our clients' investments. With expertise in data analytics, visualization, and reporting, we empower businesses to make informed marketing decisions and achieve better results.

Marketing Data Warehouse: Why Do You Need It?

A marketing data warehouse is a centralized repository for storing and analyzing all your marketing data. It provides a unified destination where you can load and organize your data for efficient analysis and reporting. Here are some reasons why you need a marketing data warehouse:

  1. Easy Comparison: Storing all your marketing data in one place allows you to compare campaigns, performance, and results across different networks and platforms. It enables you to link various data sources and analyze them together, providing valuable insights for decision-making.

  2. Historical Data Access: Many marketing platforms have limitations on data storage, and they may only retain data for a limited period. By storing your data in a data warehouse, you can access and analyze historical data beyond the platform's retention period. This is crucial for understanding long-term performance and trends.

  3. Enriched BI Reporting: Integrating your marketing data with business intelligence (BI) reporting tools enhances the depth and accuracy of your reports. Sharing marketing data with your BI department enables them to incorporate marketing insights into their analysis and reporting, leading to more comprehensive and actionable insights.

  4. Automation and Efficiency: A marketing data warehouse allows you to connect your data with dashboard and reporting tools, automating the reporting process. By integrating your data warehouse with tools like Google Data Studio, you can create customized reports and automate their generation, saving time and effort.

  5. Data Activation: With a marketing data warehouse, you can activate your data by building user segments or audience groups based on specific criteria. These segments can be shared with marketing automation platforms, CRM systems, and ad platforms, enabling targeted marketing campaigns and personalization.

While a marketing data warehouse offers numerous advantages, it's essential to choose the right cloud data platform for implementation. Now, let's explore Google BigQuery and its benefits for building a marketing data warehouse.

Google BigQuery: Introduction and Benefits

Google BigQuery is a cloud data platform offered as part of the Google Cloud ecosystem. It provides a robust and scalable infrastructure for storing and querying large datasets. Here are some reasons why you should consider using Google BigQuery for your marketing data warehouse:

  1. Cost-Effective: Google BigQuery offers a cost-effective pricing structure, allowing you to store data for just two cents per gigabyte and query it for five dollars per terabyte. The first terabyte of data in a month is free, providing a cost-efficient solution for your data storage and analysis needs.

  2. Scalability and Performance: BigQuery provides high-speed query performance, allowing you to access your data rapidly and efficiently. Whether you need real-time or batch processing, BigQuery can handle large-scale data processing with minimal latency, ensuring timely insights and analysis.

  3. Easy Integration: BigQuery seamlessly integrates with other Google Cloud services, such as Google Data Studio, Google Sheets, and more. It also offers native connectors for Google Analytics, enabling direct data transfer from Google Analytics 360 to BigQuery for advanced analysis and reporting.

  4. SQL-Friendly: BigQuery uses SQL as its query language, making it accessible and familiar to data analysts and marketers. With SQL knowledge, you can write queries to extract, transform, and analyze your data in BigQuery, enabling powerful insights and detailed reporting.

  5. Robust Security: Google BigQuery ensures the security and privacy of your data by implementing comprehensive security measures. It offers encryption at rest and in transit, access control through IAM (Identity and Access Management), and data masking options to protect sensitive information.

By leveraging Google BigQuery's capabilities, you can create a scalable and high-performance marketing data warehouse. Now let's dive deeper into integrating Supermetrics with Google BigQuery for seamless data transfer and analysis.

Using Supermetrics with Google BigQuery

Supermetrics provides an end-to-end solution for connecting your data sources to Google BigQuery. It automates the process of data extraction, transformation, and loading (ETL), making data integration seamless and effortless. Here is an overview of how you can integrate Supermetrics with Google BigQuery:

  1. Enroll and Authenticate: To get started, enroll in Supermetrics and authenticate your Google and ad platform accounts. This allows Supermetrics to securely access your data and transfer it to Google BigQuery.

  2. Configure Data Transfer: After enrollment, you can configure data transfers from your ad platforms to Google BigQuery. Supermetrics offers connectors for various ad platforms like Google Ads, Facebook Ads, Bing Ads, and more. Simply select the desired platform, connect your accounts, and configure the transfer settings.

  3. Connect Internal Sources: If you have internal data sources such as CRM systems or backend data, you can connect them to Google BigQuery using APIs or custom connectors. Supermetrics offers the flexibility to develop and integrate these connectors to streamline your data transfer process.

  4. Define Data Schema: Before transferring data, define the data schema for your marketing data warehouse. This involves organizing your data into logical tables and defining the fields needed for analysis and reporting. You can use database diagram design tools to visualize and plan your schema effectively.

  5. Connect Data Sources: Once your data schema is defined, connect your data sources to Google BigQuery and start transferring the data. Supermetrics ensures a smooth data transfer process by extracting data from various sources, transforming it if needed, and loading it into the specified tables within BigQuery.

  6. Exploit Data: With your data transferred to Google BigQuery, you can now exploit it for analysis, reporting, and data activation. Utilize SQL queries to extract insights, create custom reports using tools like Google Data Studio, and leverage the power of your marketing data warehouse for strategic decision-making.

Integrating Supermetrics with Google BigQuery simplifies the data integration process, making it easier for marketers to leverage the power of a marketing data warehouse. Supermetrics offers a user-friendly interface, excellent customer support, and a range of connectors for seamless data integration.

Pros and Cons of Supermetrics

While Supermetrics offers several advantages, it's important to consider the pros and cons before making a decision. Here are some factors to consider:


  • Wide Range of Connectors: Supermetrics provides connectors for various ad platforms, analytics tools, and reporting platforms. This allows you to consolidate data from multiple sources into your marketing data warehouse easily.
  • Automation and Efficiency: With Supermetrics, you can automate cross-channel reporting, saving time and effort. Its seamless integration with Google BigQuery enables streamlined reporting and analysis processes.
  • Data Security: Supermetrics ensures the security and privacy of your data. It does not store your logins or data, maintaining confidentiality and complying with privacy regulations.


  • Limited Platform Support: While Supermetrics supports major ad platforms, some platforms may not have integrations available yet. It's important to check the availability of connectors for the specific platforms you use.
  • Historical Data Access: Some connectors may only start gathering data from the date of integration onwards. This limits access to historical data beyond the integration date. Be sure to check if historical data is accessible before integrating with Supermetrics.
  • Pricing: Supermetrics follows a tiered pricing structure based on the number of integrations. For organizations with multiple integrations, the cost can increase. It's important to evaluate the pricing plans and consider your specific needs.

Despite these considerations, Supermetrics remains a powerful tool for marketers seeking to integrate their ad platforms and analytics data with Google BigQuery. Its intuitive interface, extensive connector library, and dedicated customer support make it a popular choice for data integration.


In conclusion, a marketing data warehouse is a crucial asset for businesses to consolidate and analyze their marketing data effectively. With the right cloud data platform and tools like Google BigQuery and Supermetrics, marketers can streamline the data integration process, gain valuable insights, and make data-driven decisions.

By connecting your ad platforms, analytics tools, and internal data sources to Google BigQuery with Supermetrics, you can create a centralized and scalable marketing data warehouse. This empowers you to compare campaigns, access historical data, enhance reporting, automate processes, and activate your data for targeted marketing efforts.

As you embark on the journey of building and marketing a data warehouse, take advantage of the resources and training available. Explore Supermetrics' documentation, utilize Google BigQuery's sandbox, and consider online SQL courses to enhance your skills and maximize the potential of your data warehouse.

Remember, data is a valuable asset, and harnessing its power can lead to better marketing decisions and improved business outcomes. So, leverage the power of a marketing data warehouse, integrate your data sources with Google BigQuery and Supermetrics, and unlock the full potential of your marketing efforts.

Useful Links

That's it for now! We hope this webinar has provided valuable insights into building and marketing a data warehouse with BigQuery and Supermetrics. If you have any further questions, please feel free to ask in the Q&A section. We appreciate your feedback, and we hope you found this session informative. Thank you!

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