Data for digital activation

Written By Chris Espey

For digital marketers and agencies managing campaigns across programmatic, search, and social platforms, unlocking the full potential of your campaign data is essential. A custom data warehouse can give you the same (or better) value as a CDP—at a fraction of the cost and with complete control over your data.

Here’s how a custom data warehouse can transform your marketing strategy:

Unify Your Campaign Data

Integrate data from all your platforms—Google Ads, Meta, TikTok, LinkedIn, CRM systems, and more—into a central repository. Use tools like BigQuery, Snowflake, or Redshift to create a single source of truth.

Derive Actionable Insights

With the help of a data scientist, you can:
• Build custom audience segments and activate them across platforms.
• Perform cross-channel attribution to identify what’s really driving conversions.
• Use predictive analytics to forecast performance and identify high-value opportunities.

Flexibility and Cost-Efficiency

Unlike pre-built CDPs, a custom data warehouse gives you:
• No recurring licensing fees.
• Full control over your data and reporting.
• Scalability for your unique needs.

How to Get Started:

1. Define your objectives: Cross-platform reporting, audience activation, predictive modelling, etc.
2. Integrate your data sources: Google Ads (via Ads Data Hub), Meta, TikTok, LinkedIn, CRM, and analytics tools.
3. Transform and model your data: Use tools like dbt to normalise metrics and create custom reports.
4. Visualise insights: Use Tableau, Power BI, or Looker Studio to make your data accessible to stakeholders.

The result?

A tailored solution that provides the same value as a CDP—helping you unlock the true power of your marketing data and deliver better campaign results.

Chris Espey