Data presents opportunity galore for marketers wanting to better understand the people they connect with. Stacks of data are available to any CMOs pursuing the goal of a single customer view, but actually gaining insights from what's collected remains a sticking point for many.
Adapting measurement strategies for modern marketing is key to understanding the full context of the user journey, and on hand to explain a bit more about how that can be done is Stephanie Jarzemsky, Sales Lead for Google Analytics 360.
Join Stephanie as she goes into tips on organising data, the challenges for those with too much of it, and - for the benefit of PMI's biddable media experts - ways of using this information to better inform allocation of marketing spend. Also under the spotlight will be the online-to-offline gap, where pointers will be offered on overcoming this divide.
3. Mars | Google
Data explosion
What happens in an internet minute ?
142,361,111
Emails sent
and received
2,083,333
Minutes used
on Skype calls
50,200
Mobile apps
downloaded
347,222
Tweets
120
LinkedIn
accounts created
2,4 Million
Google
searches
216,000
Photos posted
to Instagram
$203,579
In Amazon sales
1,389
Uber rides
400
Hours of video
uploaded on
YouTube
Source: www.arbornetworks.com, VidCon 2015
4. How do I find
more customers?
How do I stand out in a
cluttered marketplace?
How do I measure results
and grow my business?
6. Believe there are silos in the
organisation that prevent access
to insights
57
%
think
marketing measurement
tools are difficult to use
60
%
believe
their data sources are
not well integrated.
84
%
compete mostly
on the basis of customer
experience in 2016.
89
%
Forrester
Current environment is challenging
8. The Google Analytics 360 Suite
Tag Manager 360 - Data collection
Data Studio 360 - Data Analysis and Visualization
Analytics 360
Digital Analytics
Attribution 360
Marketing Analytics
Optimize 360
Testing and
Personalization
Audience
Center 360
Audience Analytics
Third-Party Platforms
15. “Companies spend a lot of money on marketing, it’s difficult to understand which
dollars are working and which dollars aren’t. The Google Analytics 360 Suite allows
you to actually understand what is working.”
-Harry Tannenbaum, Head of Business Analytics, Nest
“Google Analytics 360 Suite has a seamless integration with Doubleclick —
that’s a game-changer. Now I can personalize media based on user behaviors, such
as what they purchase.“
-Khoi Truong, Director of Analytics and Media at L'Oréal Canada
“Google Analytics 360 Suite gives us the really big ah-ha moment. When we
launched our mobile app it was actually quote only. But we saw from the data,
people were attempting to buy, and so we should put buy-related software up
there. Google gave us that insight.”
-Pawan Divakarla, Analytics Leader,
Progressive
GA360 customers gain insight & actionability
18. Google Confidential and Proprietary
Proven impact of integrating multiple tools
219%
better
conversion
rate
45%
Increase in ad
revenue per
1k sessions
20. Proprietary + Confidential
AccuWeather delivers
enhanced value to advertisers
Approach:
● Linked DoubleClick for Publishers and Google Analytics
360 for deeper, integrated reporting.
● Created new highly tailored advertising packages with
high-value unique audience segments for its direct sales
teams and programmatic marketplaces.
● Collaborated with an advertiser to uncover the value of
ad campaigns on its website.
Proprietary + Confidential
45%
increase in average revenue
when two new companies
began advertising
Goal:
To provide additional value to advertisers and boost ad revenue
on the AccuWeather website.
6.5x
more likely than the typical user
to buy advertiser’s product
within the next 30 days
22. Google Confidential & Proprietary 22
● Embrace data and bring it together
● Socialize insights to create a common language
● Leverage technology to activate your data
Key Takeaways