Intelligence platforms & data engineering

Connect your marketing, customer and product data in BigQuery

Your analysts shouldn't have to piece the customer journey together from exports. We join your marketing, customer and product data in BigQuery, with tested Dataform models your team can use and maintain.

See our work

From scattered sources to shared answers

Start with the sources your first question needs and add more when there's a useful reason. It's built in your cloud, and you keep the code, definitions and documentation. We're independent, so we recommend tools around your requirements and explain the trade-offs.

  1. 1. Sources

    Bring the data together in BigQuery

    Marketing, customer and product data joined in BigQuery, starting with what your first question needs.

    • GA4 export
    • Ad platforms
    • CRM and sales data

  2. 2. Model

    Model it once in Dataform

    Tested Dataform transformations, with checks for missing, duplicate or unexpected records and costs made clear.

    • Dataform models
    • Data quality checks
    • Documentation

  3. 3. Define

    Agree what the numbers mean

    What counts as a customer? Which revenue figure should the board see? Definitions agreed and connected to the models that use them. They can also go into Knowledge Catalog, so Gemini and other agents use the same meanings.

    • Metric definitions
    • Customer and revenue rules
    • A named owner for each definition

  4. 4. Use

    Put it to work

    Results available in the reports, customer tools and workflows where your team needs them.

    • Tables for reporting
    • Audiences for CRM and ad platforms
    • Access and permissions

Tools we work with

BigQuery and Dataform are where most of this work happens. These are the other tools we often connect them with.

Data integration

Snowflake
Join marketing, customer and product data, model journeys and check the queries behind your reports.
Fivetran
Set up and repair connectors, check data delivery and maintain ingestion pipelines.
Braze
Bring lifecycle marketing data into joined-up reporting.
Marketo
Connect campaign engagement data with marketing performance reporting.
Demandbase
Connect account engagement data with marketing performance reporting.
Supermetrics
Build reporting around existing Supermetrics data connections.
Custom API connectors
Build, document and hand over connectors and their deployment workflows.

See all the tools we work with

What changes for you

You end up with your marketing, customer and product data in one place: BigQuery, in your own Google Cloud project. Pipelines bring each source in on a schedule, and Dataform turns the raw tables into tested models your analysts can query straight away.

Checks run every time the data loads. If a source stops arriving, or a number moves outside what's expected, the right person hears about it before it reaches a report.

Each metric is defined once, signed off by the people who own it and written into the models, so finance and marketing work from the same figures. You keep the code, the definitions and the documentation. When you want to add a source, build a report or try a model, the groundwork is already there.

The work, in practice

University of Exeter

Ad to enrolment connected

Full-funnel visibility

We connected marketing interactions with application and enrolment records in a shared reporting platform. Exeter's recruitment team can follow the student journey and track cost per enrolment.

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Charles Stanley

Web analytics connected to CRM

Automated data transfers

Shared identifiers connected GA4 and BigQuery data with CRM records. Scheduled transfers reduced manual handling and made web insights available for customer marketing.

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Springer Nature

Siloed data integrated

Within 2% variance

Marketing, Product and Finance each worked from disconnected sources, producing conflicting numbers. We unified everything into a centralised BigQuery schema with Dataform transformations. Finance and Marketing now reconcile revenue within 2%.

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More client stories (6)

What clients say

Strategic Marketing Manager, University of Exeter

Collaborating with Measurelab has been an exceptional experience. Their team brings a depth of knowledge and technical expertise that greatly enhances our internal capabilities. They have operated as a seamless extension of our team, demonstrating professionalism, responsiveness, and a genuine commitment to delivering high-quality outcomes.

Jenna Richards - Strategic Marketing Manager, University of Exeter

Further reading

Guides and conversations from our team on BigQuery, Dataform and shared definitions.

Everything we've published on BigQuery and Dataform

Tech-enabled services

Keep your measurement working as things change.

Data Assurance is our tech-enabled managed service - with automated checks and monitoring of your analytics stack.

Explore Data Assurance

Tell us what you need to connect

Bring the sources you want joined and the first question you want answered. We don't buy or sell media or take a cut of ad spend, so we recommend tools around what you need and explain the trade-offs.

Discuss your data platform

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