What Is Bigquery? Everything You Need To Know

September 15, 2022

In the world of modern business data is king. Data is how businesses cannot only understand their individual customers but their market as a whole. Advancements in technology have broadened the market to a size that it never has been, and given customers more access to information than ever before. In today’s modern world, a customer has almost unlimited options on where to take their business, and while this is a good thing it also represents a challenge.

Reducing churn, winning customer loyalty, and even just gaining visibility to potential customers has never been more of a challenge. At the heart of all of this, comes data. The problem is that there are so many sources of data that it can be hard to gain the best analytical insight so that teams can accomplish these challenges. However, that’s where the modern data stack comes into play.

At the heart of the modern data stack is the data warehouse. This centralized location is not only where data is aggregated, but integrated into a uniform source of truth. The data warehouse is the answer to the traditional challenge of a data silo, and it is constantly evolving. It can also become a source of true data enrichment that can be synced to CRMs, as is the case with syncing data from Bigquery to Salesforce.

If you have been wanting to find out more about Google’s native data warehouse, Bigquery, and why it could be a beneficial part of your data stack, here is everything you need to know.

What is Bigquery?

The concept of what the ‘modern data stack’ is can be tricky because of its ever-evolving nature. Trying to define something that is constantly changing has its challenges however certain key principles make the modern data stack – modern. One of the most important is that the modern data stack is cloud-based.

On-premise, legacy tech that comprised the first data stack was limiting and difficult to use. Because of the challenges that it produced, data analytics was something that only the most wealthy companies could accomplish. The move from on-premise to cloud-based data warehouse services marked not only the first step into the modern data stack but also a wider availability of features to businesses.

Soon, there were multiple cloud-based data warehouse services, and Google’s contribution to this market is Bigquery. Bigquery is a popular, fully-managed data warehouse for enterprise-sized companies that has some strong benefits.

Benefits of Using Bigquery

While Google’s data warehouse has earned its reputation by being genuinely helpful, the main reason that businesses love this cloud-based service is that it uses Google’s tech. Bigquery is unique in that it is a fully-managed data warehouse that comes equipped with powerful native tools like machine learning, geospatial analysis, and business intelligence.

The fact that all of this comes native, makes Google’s Bigquery highly scalable which is appealing to enterprise-sized companies. Google’s Bigquery allows businesses to gain valuable insights thanks to its real-time predictive analytics. Not only that, but Bigquery streamlines sharing data within an organization by focusing on a user-friendly UI that allows data to be shared with a few clicks.

Syncing Bigquery to Salesforce

If your sales and marketing teams use Salesforce, then you already know that this is their main source of truth. Salesforce is a popular option for businesses because it is a completely cloud-based CRM that utilizes cloud technology. This helps bring a lot of advantages to connecting with existing customers, potential customers, and partners.

While Salesforce provides a powerful tool for your marketing teams to see customers, this is only one view. Bigquery houses data that could be used to enrich Salesforce like product usage and even data. By syncing Bigquery to Salesforce, you can give your marketing teams a robust 360-degree view of the customer. With more data, departments are able to push forward data-driven decisions that can ultimately improve the customer journey.

Use Cases for Syncing Bigquery to Salesforce

There are a lot of practical reasons why pushing data from Bigquery to Salesforce can help your teams. Syncing these two platforms can help keep lead and prospect data constantly up to date so your teams have what they need. This can help executives navigate to the right account by having the data pushed from the warehouse to the CRM.

This can also help make product data available to managers who need to see what customers are doing inside of apps. Ultimately this can all lead to helping reduce churn by bringing important information like health scores and event tracking to your CRM where it can be tracked by team leads and managers.


Data enrichment is one of the most important things you can do to help your departments improve customer experience. By syncing Bigquery and it’s many features to Salesforce, you can provide your teams with the data they need to make meaningful decisions and improve customer experience.

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