Happy September, y’all.
While you were busy squeezing the last drops out of summer, Google’s BigQuery team was shipping updates that’ll make your data janitor jealous.
The rest of Google’s product teams? Probably taste-testing the new pumpkin spice menu. ☕️
Let’s get to the good stuff.
Google BigQuery
BigQuery is flexing its AI muscles. These two (preview) features are designed to save you time and prevent costly mistakes. Pay attention.
- Gemini-Powered Deduplication: Got duplicate records messing up your campaign attribution? Gemini can now automatically find and suggest ways to deduplicate your table data.
- Query Templates for Clean Rooms: Stop your team from running wild queries in your data clean rooms. You can now create and enforce query templates, basically giving them Mad Libs for SQL so they can’t accidentally leak PII.
Why These BigQuery Updates Matter:
- For Directors & Agency Owners: Cleaner data means more accurate ROI calculations and happier clients. The query templates are a massive CYA (Cover Your Assets) feature, reducing the risk of a compliance nightmare that costs you a client (or worse).
- For Technical Marketers: Spend less time on data prep grunt work and more time on actual analysis. The deduplication feature means you can get to campaign optimization faster, and the templates mean you can safely delegate simple data pulls without worrying someone will set the database on fire.
Link to Their Documentation: Intro to Data Prep w/ Gemini | Query Templates (Preview)
The Snooze Fest: All Quiet On The Western Front 🤫
The update button must’ve been on backorder for these platforms this week.
- Google Tag Manager: No new updates.
- Google Looker Studio: No new updates.
- Google Analytics: No new updates.
- PostHog: No new updates.