Marketing Data Warehouse: Centralizing All Your Marketing Data

Why Marketing Teams Need a Data Warehouse

Marketing data is inherently fragmented: Google Ads data lives in Google Ads, Meta data in Meta, email data in Klaviyo, CRM data in Salesforce, website analytics in GA4. Answering cross-channel questions requires either manual data exports and spreadsheet assembly (slow, error-prone) or a data warehouse where all sources are centralised and queryable together.

A marketing data warehouse in BigQuery solves this: all marketing data flows to one place, analysts query across all sources simultaneously, and Looker Studio dashboards connect to pre-built data models for consistent reporting.

Data Sources to Connect

• GA4: Native BigQuery export — free, daily, raw event-level data
• Google Ads: Via Ads Data Hub, Google Ads API, or ETL tools
• Meta Ads: Via Meta Marketing API (pulled by ETL tool like Airbyte or Fivetran)
• CRM (Salesforce/HubSpot): Via Fivetran or native connectors — contact, deal, and revenue data
• Email platform: Via ETL pull of send, open, click, and conversion events
• Financial data: Revenue and cost data from accounting system

ETL Tools for Marketing Data

• Fivetran: 200+ pre-built connectors, managed, reliable. Higher cost but minimal maintenance.
• Airbyte: Open source alternative, self-hostable, large connector library. Lower cost, more engineering required.
• Stitch: Mid-market option, simpler than Fivetran, fewer connectors.
• Custom scripts: For APIs where ETL tools don't have connectors — write Python scripts that pull data and load to BigQuery.

Data Modelling Layer

Raw data from each source needs to be transformed into consistent, query-ready tables. Use dbt (data build tool) to write SQL transformations that:

• Normalize date formats and timezone handling across sources
• Create a unified "campaigns" table joining spend data from all platforms
• Build a "conversions" table with consistent attribution logic
• Calculate derived metrics (ROAS, CAC, LTV) as model outputs

Our marketing analytics consulting service designs and builds marketing data warehouses for teams ready to centralise their analytics infrastructure. Contact us to discuss your data architecture needs.