Monks, the digital-first unitary operating brand of S4 Capital, is spotlighting a major contribution from Brianna Mersey, Vice President of Data for North America. Mersey’s peer-reviewed article, published in the latest issue of Applied Marketing Analytics (Vol. 11.1), introduces Instant BigQuery Machine Learning (iBQML), a new approach to audience building and personalization.

The framework integrates Google BigQuery with Google Analytics 4, enabling marketers to create predictive propensity models without advanced data science expertise. By tapping into first-party data, iBQML helps brands identify high-value user segments—such as likely buyers or churn risks—and activate them directly in GA4 for targeted campaigns and optimized bidding strategies.

“This was a brilliant experience from start to finish,” said Mersey. “The feedback pushed the piece further, and I’m excited to keep exploring ideas in this space.”

The solution, already deployed with clients like Hootsuite, allows marketers to focus budgets on users with the highest predicted value, driving conversion lift, loyalty, and efficiency in ad spend. Benefits include speed, automation, and seamless integration with existing data sources. While Mersey acknowledges limits such as a narrow range of model types and lack of real-time updates, Monks addresses these with custom ML solutions tailored to client goals.

The article stems from Mersey’s 2024 presentation at the MADS Conference, which led to the publisher’s invitation. Beyond its journal placement, the piece is included in The Business and Management Collection, a widely used professional learning resource.

“Brianna’s leadership in this space highlights Monks’ strength in delivering data-driven solutions for our clients,” said Chris Welhelmi, EVP and Head of Global Data at Monks.

Monks will expand on the topic in an upcoming webinar featuring Mersey and Hootsuite’s Zak Ramdani, Director of Search & Paid Media. Updates will be shared on Monks’ LinkedIn.

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