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Your Path to Digital Maturity: Analysis Maturity
Your hosts
Search engine management
Easy tag management
Plan, create, buy and measure ads
Measure deep insights
Data visualization
Digital panel surveying
Web usability testing
Display & Video 360
Analytics 360
Data Studio
Surveys 360
Optimize 360
Tag Manager 360
Search Ads 360
Doug WeinerCustomer Success Manager
Steven KovalCustomer Success Manager
Matthew Kelleher Digital Transformation Lead
Google Marketing Platform: Virtual Workshop Overview
Industry relevant content from your desktop
Come soak up strategy, tactics and thought leadership on Google Marketing Platform related topics
Up Next:
Your Path to Digital Maturity series continues:
Assets Maturity 11/14Automation Maturity 11/21
Thought Leadership + Strategy
Virtual workshops will run every ~2-4 weeks and will consist of a 25 min thought leadership section, 25 min
strategy/tactic section and 10 min Q/A
Please reach out to your Account Team and/or [email protected] for more information on future workshops
2020 Plan:DrivingGrowthYour business objective hasn’t changed, but the landscape has
Privacy Changes
Applying this to your business strategy is daunting
Driving Growth
Demographic
Social
Display
Behavioural
Customer Experience
ITP Impacts
CRM
App
Search
The end goal is: An audience centric data strategy
enabling Insights to be
uncovered, and valuable audiences created
so that you can
Activate magical customer experiences that drive
business revenue
Measure a single view of your consumer, collected
across all touchpoints
What now?Use our Maturity Frameworkto help you achieve your goals.
https://digitalmaturitybenchmark.withgoogle.com
This framework enables us to partner with you on becoming more data driven mature
Helping them to integrate their business data to improve
performance through insight
Finally using data and technology harmoniously, to
not only understand what happened, but what they
should do next
Understanding how technology can be used to
improve their media performance
Nascent Understanding how data can supercharge their marketing,
providing uplifts to the bottom line
EmergingConnected Multi-Moment
Measure Insight Activation
https://digitalmaturitybenchmark.withgoogle.com
Google’s Digital Maturity BenchmarkA framework to drive digital marketing transformation
Assets and ads
Accurately measure and value customer touchpoints
Audience AccessAnalysis Automation Organization
Deliver attention-driving, intuitive experiences across digital touchpoints
Organise data to identify, understand and influence the most valuable audiences throughout the sales funnel
Reach and deliver across all inventory types and channels
Optimise marketing operations to drive profitability and growth
Improve decision-making and results by working collaboratively across teams and with specialised partners
https://digitalmaturitybenchmark.withgoogle.com
Analysis Maturity on the Google Marketing Platform
PAT GRADYCloud Analytics
Solution Engineer
200+ Data Scientists and Media ExpertsPurposeful data, meaningful media.
200+ Data Scientists and Media ExpertsPurposeful data, meaningful media.
Our industry is rapidly changing...
Urchin -> Google Analytics
Tag Management Systems
Privacy Safe GDPR / CPPA , ITP, User Redacted ID, Ads Data Hub
Enhanced Ecom, QA Automation, BigQuery Export
UTM Parameters, Cookie Domains, Responsive
Our industry is rapidly changing...
Privacy Safe
Measure only Chrome users?
Implement cookie rewrite service?
Client Side Ad-blockers / browser compatibility?
Set up Personalized URLs / Landing Pages?
Abandon deterministic matching? Embrace probabilistic?
Implement rigorous controlled experiments?
Ads Data Hub
Ad Server Log Files
Weather / Geographic
Customer Data
YouTube
Social Data
Google Analytics Data
Retail Data
Privacy Safe
?
Analysis Maturity
on the Google
Marketing Platform
DIGITAL MATURITY BENCHMARK
Multi-Moment
Connected
Emerging
Nascent
Multi-Moment
Connected
Emerging
Nascent
https://digitalmaturitybenchmark.withgoogle.com/en/advertisers/
TRUST
CA
PAB
ILIT
IES
Data Collection & Visualization
Measurement Planning & Strategy
Grow capabilities and trust from a strategic foundation
Assemble the team, tools, & tech to meet your needs
People
● CMO/VP-level buy-in for cross-channel strategy
● Digital Analysts with cross-channel purview
● Web/App Product Teams to support implementation
● Data Scientists for Attribution Modeling
Platforms
● Google Marketing Platform
○ Tag Management○ Analytics Tools○ Report Visualization○ Campaign & Media
Management
● Google Cloud Platform○ Orchestration & Jobs○ Storage & Warehousing○ Analysis Engine○ ML Engine
Possibilities
● Multi-Touch visibility informs marketing campaigns & strategy
● Comprehensive measurement builds trust in data, SMEs, & teams
● Consolidated data sources allows statistics to identify opportunities
● Machine Learning speeds up “insight to decision”; driving profit
Measurement Planning & Strategy
“Our data warehouse on Google Cloud Platform will help us understand the complex nature of Bay Area communities’ emerging needs and develop unique programming in strategic areas.”
- YMCA of San Francisco
Source: Google Cloud, YMCA SF Case Study (link)
Plan for the future with a measurement framework that meets the needs of all data stakeholders
4w
Stakeholder Interviews
4w
Cross-Team Coordination
6w
Audit Existing Collection
6w
Audit Existing Capabilities
Audit Data Collection, Quality, & Capabilities
Collection Quality Capabilities
Data Collection & Visualization
“We have never had this level of insight. [Automated dashboards] will empower the local brands to further expand their abilities to bring data into their everyday activities.”
- Ahold Delhaize
Source: Google Marketing Platform, Retail Reporting (link)
Business Objectives
& Data
Business Insight & Analytics
Storage, Process & Analyze Explore & Activate
Google Data Studio
Google Sheets / Excel
AI Hub, Colab & Python Notebooks
BI Tools: Looker, Tableau...
SalesForce Marketing Cloud
Ingest
Cloud Transfer Service
Automate jobs for Marketing Tech BigQuery
Adswerve engineers join multiple data sources to surface business insights
Analytical tables are staged and ready to be explored using BI tools
Visualizing Insights to Drive Intuitive Decision Making
ITP Impact Audit Google Analytics Audit Marketing Data Hub
http://bit.ly/googleanalyticsaudit
Data Driven Attribution
“We had siloes of channels and siloes of merchant activity. As a result, we were miscalculating our value back to the business.”
- Nordstrom
Source: Think with Google, Nordstrom Measurement Strategy (link)
Have Digital Attribution
...or will soon
75%
Analyze Many Channels
...the data is in silos
17%
Due to Org Structure
...AKA politics
25%
2017,2018 Econsultancy, Google, Advertiser Perceptions, MIT Tech Review
Leading Marketers:
Believe in Data Driven Attribution Is essential to understanding high-value customers
60%
2017,2018 Econsultancy, Google, Advertiser Perceptions, MIT Tech Review
Leading Marketers:
Data-Driven Attribution Analysis & Reporting
Extend our audience and overlap analysis by building user attribution
models across many visits
Time prior to conversion
Assign attribution metrics to campaigns in a way that is
aligned with business teams
How does probabilistic attribution modeling work?
Contribution Score =
+ SUM():
+
+
+
12345.67890
54321.09876
98765.43210
76543.98210
converted?channel visits over time:
http://bit.ly/simpleMTA
Questions that attribution can answer for your business:
How do we better allocate media spend across digital
channels?
How do we reduce double counting or combat greedy
attribution?
Do our different audience segments have different
attribution mixes?
How do we properly measure the value our marketing org brings to the bottom line?
Do our channels and campaign strategies work together or
against each other?
Which channels work best at different stages of the
customer journey?
Putting it all into action
Use Case: Global manufacturing brand implements a marketing data hub that prepares teams for ecommerce
GA Standard
● Google Ads● Tag Manager● GA Audiences
+5 years of data
Enterprise GA360
+● Optimize 360● CM + DV360● GA->BQ
1 year to purchase
Marketing Data Lake
+● eCommerce● Product Reviews● Weather Data
3 months to v1 delivery
Programmatic Media
+● Spend Automation● Demand Forecasts● Price Elasticity
less than 12 months later
Multi-Moment
Connected
Emerging
Nascent
Multi-Moment
Connected
Emerging
Nascent
● Get executive buy-in to support cross channel findings and implementations
● Interview data stakeholders to gather requirements; map out data sources and join keys to plan for implementation
○ Identify a product implementation contact
● Define reporting deliverables; establish SLOs for data pipelines; & get to work!
Getting Started
Multi-Moment
Connected
Emerging
Nascent
Multi-Moment
Connected
Emerging
Nascent
● Audit each data source to assign capture, quality, and capability scores
● Use serverless cloud infrastructure to manage data consolidation
● Start with simple attribution models○ make sure the models are interpretable○ & that data literacy is consistent across org
● Level up analysis by creating time series of metrics, analyzing information gain
Drilling In
THANKS!
