• by Ray Schultz , Columnist, August 8, 2024

Engagement firm MessageGears has formed an integration with Google Cloud’s BigQuery analytics platform. 

Among other things, the arrangement will help enterprise firms build a CDP platform around BigQuery and execute campaigns across email, SMS, push and other channels, using data housed in Google’s AI-ready tool. 

The integration also enables brands to use BigQuery to create segments based on complex criteria, MessageGears says. And it provides real-time personalization based on customer behaviors and interactions, the company adds. 

The CDP feature allows brands to analyze large datasets while keeping data at rest, using BigQuery’s capabilities.  

In addition, users can comply with data privacy regulations, maintaining Personally Identifiable Information (PII0) within BigQuery.

The BigQuery Designation won by MessageGears “extends our efforts to provide enterprise marketers with direct access to the data in their data warehouse environment,” says Caroline Nash, director of partnerships at MessageGears. 

Large enterprises “increasingly leverage a cloud-based data warehouse for enterprise customer data: 70% of respondents to our 2023 survey had deployed a cloud-based data warehouse, and 16% were in the process of doing so,” Gartner reports, according to MessageGears.

Nash adds: “We know how invaluable it is for big brands to have efficient and secure real-time data access when it comes to creating successful campaigns that drive customer loyalty and activity.”