Monks, the global, purely digital, data-driven, unitary operating brand of S4 Capital plc, announces that Brianna Mersey, Vice President of Data for North America, has been published in the latest issue (volume 11.1) of the prestigious journal Applied Marketing Analytics. Published by Henry Stewart Publications, her article, “Unlocking high-value users with machine learning: Enhancing personalisation and return on marketing investment with iBQML,” introduces Instant BigQuery Machine Learning (iBQML), a novel tool for marketing analytics and audience building. The strategy, which leverages first-party data with AI to deliver a strategic advantage, is a powerful application of Monks’ focus on orchestrating intelligence to drive meaningful business results.
“I’m thrilled to have had the chance to write for Applied Marketing Analytics. It was a brilliant experience from start to finish, with sharp, thoughtful feedback that pushed the piece further. I’m excited to keep exploring and sharing more ideas in this space,” said Brianna.
Brianna details in her article how iBQML integrates directly with Google BigQuery and Google Analytics 4 (GA4), amplifying the strategic capabilities of marketers and analysts. It empowers them with foundational SQL skills, not requiring deep data science expertise, to build and deploy predictive propensity models that distill clarity from complexity. These models identify high-value user segments based on their likelihood to engage in key actions such as purchase or churn. By automating model training and scoring pipelines, iBQML facilitates the creation of targeted marketing audiences in GA4 that can be activated for personalized remarketing campaigns and optimized bidding strategies.
This innovative approach—which has been deployed for several Monks’ clients, such as Hootsuite—enables companies to improve marketing ROI by focusing efforts on users with the highest predicted value, driving better conversion rates, improved customer loyalty, and greater efficiency in advertising spend. The article discusses the advantages of iBQML’s speed, automation, cost-effectiveness, and seamless integration with existing data sources. It also acknowledges certain limitations, such as a restricted range of model types and the lack of real-time updates. However, for Monks clients, these challenges can be addressed through advanced audience solutions featuring custom ML models. These solutions help clients progress along the maturity spectrum, supporting audiences at every level—ranging from predictive audiences embedded in analytics tools like GA4 to fully customized ML audiences tailored to each client’s unique goals.
The article developed from Brianna’s presentation on the topic at the 2024 MADS (Marketing Analytics & Data Science) Conference, where her expertise prompted the publisher’s invitation to contribute a peer-reviewed paper. Brianna’s article not only appears in Applied Marketing Analytics but is also included in The Business and Management Collection, an authoritative online resource widely used by organizations for staff learning and professional development.
“We are excited to see Brianna’s work gaining recognition and driving practical advancements in marketing analytics,” said Chris Welhelmi, Monks recently appointed Executive Vice President and Head of Global Data. “Her leadership in this space is a representation of Monks’ data capability being a front-runner in delivering data-driven marketing solutions for our clients.”
The full article is available for reading here. Monks is hosting a webinar on the topic, including further insights from Brianna, as well as from Monks client Zak Ramdani, Director of Search & Paid Media at Hootsuite. Those interested in registering can stay tuned on Monks’ LinkedIn for more details.
For more information about Monks’ data analytics offerings, visit Monks.com/solutions/data. You can also stay connected with Monks on LinkedIn and Instagram.
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