Advanced Analytics
Data is a gold mine for any organization, but only if you know how to see past the numbers and form actionable insights. We help you understand your data to get full value from it while developing your digital ecosystem.
“Dandelion helped to take our work to the next level. Thank you for everything you’ve done.”
— Regional Tourism Board
We are a certified Google reseller helping you to generate better customer insights and improve your marketing. We help you understand the complexities of first-party data and extract value from that data to further develop your marketing maturity.
We help our clients dream bigger with data. Whether you're looking for migration help with Google Analytics 4, or you're ready to dive deeper into a large-scale digital transformation project, our Analytics team can help. Our team of data scientists and analysts specialize in solving problems and will tailor custom solutions to fit your needs.
Infrastructure Solutions
Dandelion has expertise in building and implementing various infrastructure solutions to help our clients increase performance, and improve privacy and customer experience. Dandelion operates as a conduit between marketing and technology, and we believe that marketing should be easier, even when technology gets complicated.
Platform Integration & Data Centralization
Having a connected digital ecosystem is essential for marketers to gain clarity within their data. Integrating systems across sales, marketing, and product enables you to dive deep into your data and generate powerful insights that support better decisions across your business.
Server-side Tagging
Server-side tagging allows you to move measurement tag instrumentation from your website or app to a server-side processing container on Google Cloud Platform (GCP), or any other platform of your choosing. This allows for consolidated measurement and increased website performance (fewer tags implemented) and also improves security for website visitor data.
Data Capture via Google Tag Manager
GTM provides marketers with a single consistent tag implementation across Google Ads, Google Analytics, and Google Marketing Platform advertising products.
Offline API & Measurement Protocol
Offline API allows marketers to upload offline conversions (i.e. offline sales, calls) or predictive values using match keys such as click IDs, match ID or device IDs. This enables marketers to connect offline purchases/conversions back to media campaign exposure to close the loop on measurement. Additionally, Measurement Protocol can be used to send raw user interactions into GA.
Audience Solutions
Dandelion has experience with designing, and implementing predictive and advanced audience solutions for our clients, which have resulted in great success. Together, we can develop a custom solution tailored to fit your business needs.
Predictive Modeling
Predictive modeling uses first party data (user-level or aggregated data) to predict likelihood of users taking certain actions such as purchase or churn, or to predict lifetime value by building a predictive model. The result can be activated via Customer Match or by uploading values as conversions to bid towards.
Modeled Value Based Bidding
Modeled Value Based Bidding uses BigQuery to build a machine learning model to predict user’s lifetime value, lead score or value of specific signals using first party data. These high-value predictive audience segments can be applied to marketing campaigns to increase efficiency.
Clustering Models
Clustering Models uses BigQuery to build machine learning models to identify customer segments based on similar behaviours across marketer’s customer database. This allows marketers to develop robust profiles of customer segments and customize marketing per each customer segment.
Analysis Solutions
Dandelion can help you identify how different analysis and attribution solutions may be useful for measurement on your marketing campaigns, establish the best model, analyze results and start activating insights
Enhanced Conversions
Enhanced Conversions enables conversion tracking when cookies are not available by capturing hashed customer data on the conversion page (i.e. email address) and matching it against Google logged-in data.
Data-Driven Attribution
Data-driven attribution (DDA) is an algorithmic multi-touch attribution model that takes a variety of complementary factors into consideration when measuring influences to conversion, including non converting paths.
Geo Based & Regression Based Attribution
Geo based attribution models enable marketers to run an attribution model without relying on user level or 3rd party cookies. Marketers can use media data, CRM data, and more to link by geo (i.e. postal code/zip code, DMA). The results provides marketers ability to optimize and forecast optimal media spend at the national and local level.
Regression-based attribution (RBA) does not rely on user-level data either; instead it analyzes the statistical relationship between digital media metrics and your KPIs to calculate the value of your media channel or tactic. RBA modeling can also be used for offline conversions, as it uses daily aggregation versus user level, using dates as the joining key rather than a user ID.
Ads Data Hub Solution Queries
Ads Data Hub enables customized analysis that aligns with your specific business objectives, while respecting user privacy. With Ads Data Hub, you can
upload your first-party data into BigQuery and join it with Google event-level ad campaign data, allowing you to unlock new insights, improve campaign efficiency and achieve your data-driven business goals.
Automation Solutions
Dandelion provides access to the tools and expertise that will help you improve automation. We have a proven track record of developing custom solutions to improve marketing automation resulting in driving efficiencies, better optimization and increased performance.
Automated & Custom Bidding
Machine learning based bidding that takes historical data and contextual signals into consideration to develop a custom algorithm. These machine learning bidding tactics allow marketers to drive performance with automating, increase efficiency with media spend and campaign optimization.
Dashboarding and Data Visualization
Google’s Looker Studio is a tool that can be used to highlight the key metrics that are important to your website, or campaign. Using Looker Studio, our team can consolidate all of your media campaign data, and/or website data and develop easy to understand dashboards or visualizations (maps, charts, graphs) with as much explanation and context as you’d like.
Recommendation Engine
Increase relevancy and customer loyalty by proving how well you understand them. The Recommendation Engine uses machine learning to deliver personalized recommendations that are tailored to each customer’s tastes and preferences.
“We know that automation is a key component to taking our digital campaigns to the next level, so we sought out Dandelion’s help in order to realize those possibilities”
- Mitsubishi Motor Sales of Canada.