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© Google Inc. 2017. All rights reserved.
Analytics and the digital customer lifecycle
October 2017
Angus BeattieGoogle
© Google Inc. 2016. All rights reserved.
Third-Party Platforms
Tag Manager 360 - Data collection
Data Studio Data Analysis and Visualization
Surveys 360
Research and insights
Attribution 360Marketing Measurement
Incl. TV Attribution
Analytics 360Customer insights
Incl. Google Analytics for Firebase
Optimize 360Site Testing &
Targeted Experiences
Audience Center 360Audience
Management
© Google Inc. 2016. All rights reserved.
Where are we now?
Changes
● Dominance of internet
● Shift in media habits
● Mobile omnipresence
● Online first (and only) brands
● Maturing of web analytics
Changes cont...
● Reservation to programmatic
● New mobility
● Power of the customer
● New customer lifecycle
Can you capture al l of your user engagements?Are you m akin g th e m os t of th e opportun ity?
Which car is bes t?
Is it righ t for us?
Can we afford it?
Wh ere sh ould we buy it?
Are we gettin g agood deal?
GoogleSearches
139 YouTubeVideos
14Images89 Dealer
Interactions
69Manufacturer Interactions
186
Cathy’s Journey Occurred on Mobile71%
Source: Luth Research ZQ Intelligence™
Google Confidential & Proprietary 10
Forrester Research, Marketing RaDaR, 2013.
User journey is complex
38%of all customer journeys involve more than one channel of interaction
90%of people switch between screens to complete tasks
2.95%Is the average website
conversion rate worlwide
© Google Inc. 2016. All rights reserved.
So what can Analytics do (for you)?
- Collect s ign a ls an d rela te to m edia activity
- Lin k on lin e an d offlin e
- Lin k 1P da ta to im prove crea tive
- Track s tore vis its an d in teraction s
- Con n ect em ail in teraction s
- Provide da ta to drive a ttribution m odels
© Google Inc. 2016. All rights reserved.
Connecting data, analytics, demographics & media buying
Action Layer Gather and Analyse Layer Your data
+ GoogleDemographics
Reporting
Digital properties
Marketing, CRM, call center & POS/Apps Processing
3rd Party Data
+ 100 vendors integrated and counting
Centralize your data in GA using Data Import
Accessible to the entire organization
Customize your analysis for your businessFlexible framework
Increase the quality and the fidelity of your data through data import.
Conversions Inventory
Offline Ad Buying
Customer Data
The measurement protocol allows you to send data to Google Analytics from anything with an internet connection.
Measurement protocolYou send data via HTTP Requests, a very common way to transfer data online.
Measurement protocol
KiosksSmart TV Apps
Point of Sale Devices
Web Connected
Devices
Backend Applications
© Google Inc. 2016. All rights reserved.
So what can you do?
Re
Create a plan based on organisational
KPI, gain agreement and sponsorship.
Connect data sources
Leverage tech to scale
Open data access and ownership, make data an organisation shared
asset.
Use tools that integrate easily and offer options for access to all levels
of users
Establish regular review including
multiple stakeholders.
Google Confidential & Proprietary
Agreement & sponsorship
Review and learn
Create growth based metrics, tied to business outcomes
Marketing Strategy
Brand Positioning | Profit Targets | ...
Marketing Plan
Metrics
Sales Strategy Data
Cost / Service External DriversTraffic : Footfall
All user interactions – online & offline
Proprietary + Confidential
Executives that adhere to metrics that tie directly tobusiness objectives
3x more likely to hit their goals
Source: New Study Reveals Why Integrated Marketing Analytics are Critical to Success, Think with Google, Forrester, March 2016
Market ing
Ad LogsPipelineSearch
CompetitionsNewsletters
Product, Websites
Stores
Engagement Analytics
TransactionsErrors
Customer Services &
Support
Call centreCustomer
interactions
Finance
TransactionBusiness
Costs
Operations & Logistics
Operational costs
Delivery
Sales
CRMPOS
Customer Value
People & Culture
People costs Skills matrix
Attrition
Tech
POSLogs
Analytics
Relevant Data
Data Col lect ion
Data Insights
Data Aggregat ion
Data Storage
Data Permissions & Governance
Data Privacy & Securi ty
Act ion from Data
An integrated platform al lows you to focus on the customer
Google Confidential & Proprietary
Consolidate measurement and tracking in a unified platform
Holistic view of audience and cross-channel customer insights & audience build
Unified reporting for
clear attribution
Site Analytics
Search
Video
Performance Display
Reservation Display
Social
Offline Interactions & Channels
Aggregation
Activate with seamless sharing
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The magnificent rule
Our Goal: Highest value from Web
Analytics implementation.
Cost of analytics tool & vendor
professional services: $ 10.
Required investment in "intelligent
resources/analysts": $ 90.
Bottom-line for Magnificent Success: Its
the people. https://www.kaushik.net
© Google Inc. 2016. All rights reserved.
On AI and ML
“
”
I spend about half of my time answering relatively basic analytics questions for other people in my organization.—Analytics Lead for GA360 client
© Google Inc. 2016. All rights reserved.
Get insights you need immediately by asking questions.
● How many users had more than two sessions last month?
● Which products are selling best this week?● What share of sessions were from organic
search last year?● What is the trend of bounce rate on mobile vs
desktop?● Which countries are most new users from?
Analytics Intelligence
Proprietary + Confidential
© Google Inc. 2017. All rights reserved.
Analytics and the digital customer lifecycle
October 2017
Angus BeattieGoogle