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We developed a system to link the Salesforce Customer ID to the Google Analytics Customer ID to the Google Adwords Click ID, and getting creative using the options in the Google Analytics and Adwords API’s, we were able to design a database architecture that provided visit and click level detail. We made this possible utilizing Google Analytics, where most companies pay huge amounts for web analytics software to get the same thing.
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We used javascript code to write queries to pull in data from the Adwords API. We formerly developed a custom Excel VBA tool to pull Google Adwords spend data into a spreadsheet for automatic reporting. We leveraged the experience from that project into a java tool to import Google Analytics data into the data warehouse for this project.
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A new phase in this project is under works, to move the application to the cloud. Converting the desktop database to a cloud SQL backend with .NET and java programs running on a cloud server. The Excel front end will still be utilized, by linking to the SQL Server database.
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In this project, we built a complex data warehouse reporting system for a client wanting to bring in data from multiple systems to provide more insights into their marketing campaign initiatives and customer profitability.
We used Google Analytics API, Google Adwords API, Salesforce API to pull data from all three sources. We store the data in an Access database, and provide dashboards and custom reports in Excel.
