SPEAKER: For CPGs, delighting consumers
has always been a key driver of long-term profitable growth.
Cymbal is a large CPG, primarily focused on the food
and beverage industry.
Let's follow how Cymbal supercharges their consumer
first party data with Google Cloud CDP solution
to drive greater consumer closeness.
As consumer privacy measures tightened and third party
cookies became less reliable, Cynbal
developed a first party data strategy
that would empower them to meet consumer
demand for personalized experiences
while still respecting data privacy.
To do this, Cymbal used a CDP, or customer data platform,
designed to safely store first party consumer data
and turn it into a strategic brand-building asset.
Today, we'll explore how Cymbal's Tea Box marketing
team uses their CDP data, built on Google Cloud's BigQuery,
to inform innovation, target relevant consumers,
and activate personalized marketing campaigns.
Cymbal's Tea Box brand is a category leader,
known for launching successful new lines of products
under the Tea Box brand name.
Mia is Tea Box's brand manager, responsible for new tea
launches.
Tea Box is excited to bring two new teas to market--
Turkish Apple Tea and Hong Kong Milk Tea.
As Mia prepares for the new product launches,
she decides to provide early exclusive samples
to loyal consumers who might have
a propensity for the new teas, based on historical purchasing
patterns.
This will help generate social media buzz,
as well as generate initial demand.
Tea Box stores its data on Google Cloud
and keeps most of its first party data in BigQuery.
When it wants to combine data sources together,
it relies on BigQuery's ability to process, analyze,
and combine data sets.
Analytics Hub provides Tea Box access to shared data
sets from across its ecosystem, including public data
sets like Weather or proprietary Google
exchanges like Maps or Trends.
Once these data sets are combined,
they're brought over to Looker, Google Cloud's data
visualization solution, to help business users make
sense of their data.
The Tea Box team uses weather data from Analytics Hub
to understand that their sales were
low during periods of cold weather
and high during hot weather.
Turkish Tea's taste profile and branding
was created to improve sales during colder weather,
whereas Hong Kong Milk Tea reinforces their sales
during hotter temperatures.
Given that information, Mia uses historical sales and weather
data integrations to power the brand's sales forecasting
with Google's leading AI and ML solutions.
In the brand's largest market, the US,
Mia gains additional insights by leveraging Google data signals
on top of her first party data to understand what is
top of mind for her consumers.
By integrating Google's trend data
on top of Tea Box's first party CDP data,
they're able to identify emerging demand patterns
and drive faster product development to stay relevant
for consumers.
Mia then sends the list of consumer segments
to Tea Box's media manager, Sam, to design personalized
marketing campaigns.
By leveraging first party data in Google Ads,
Sam can re-engage existing consumers
or acquire new ones with curated lookalike
audiences, targeted audiences, and exclusions lists.
These are activated directly in Google Ads
across the web's most powerful channels,
from Search, Display, Video, and Shopping.
Chris, Sam's CRM counterpart, leverages Tea Box's CDP
to build email audience lists in preparation for the new product
launches.
He can identify which consumers would prefer the Hong Kong Milk
Tea or the Turkish Apple Tea, and immediately
send those audiences to his marketing automation
tool, Marketo.
Sam can also easily monitor and optimize
his product launch CRM campaigns in Looker to keep tabs
on performance metrics and see down to the consumer segments
level which segments are overperforming
and which are underperforming.
Sam utilizes the real-time weather data
available within Analytics Hub to activate dynamic campaigns
based on local weather.
This allows the brand to focus the creative
on its intended weather for best consumption,
which helps ensure that Tea Box is
maximizing the effectiveness of its brand and creative spend.
Further downstream, Sam uses a propensity model
to convert data and target consumers that
are most likely to make a purchase,
sending them dynamic promotions with coupons.
End to end, the Tea Box marketing team
leverages their first party consumer data
in Google Cloud CDP solution because it
allows them to transform their data with unique Google
insights and analyze it for action across all
their marketing campaigns.
Here in the Looker dashboard, the brand teams
can see the holistic success of their new product launch
performance.
Google Cloud CDP solution leverages various Google Cloud
products and components to address
a range of CPG industry needs.
The solution provides a set of predictive models covering
common scenarios to help CPG brands collect and transform
their data in a single data warehouse.
Google tools like Looker give marketing teams
a self-service analytics and visual interface
to interact with their data to further tailor
to specific consumer segments.
Ultimately, Google Cloud CDP uniquely
empowers markets to activate the insights gained from their CDP
data to deliver more personalized consumer
experiences and increase consumer lifetime value.
Learn more about Google Cloud CDP solution suite
with your Cloud team.