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Jesse Nichols Industry Solutions & Partnerships, Analytics jessenichols@google.com

Five cutting edge uses for analytics in the enterprise

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Centralize communications

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Impressions Properties Clicks Sales Loyalty

Capture the moments that matter in one place

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Distribute conversion credit fairly

Search Display Email Likelihood of purchase

Likelihood of purchase

Search Email

Did this channel increase purchase likelihood?

2%

3%

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Deploy automation on & off the site

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Increases visibility into display ad performance

The Matalan logo is the trademark of Missouri Topco Limited

Read the full study: http://goo.gl/ApCTGL

“It’s really helpful to be able to see one channel that might not be a heavy hitter in terms of revenue or traffic has an impact in creating a conversion on another channel.”

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Customer ID CRM Data Attributes

Expand your understanding of your digital customer

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Design for cross-platform measurement

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Mine data through blazingly fast cloud computing

Cloud Platform

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Read the full study: http://goo.gl/jqaqJI

“After building a scalable, automated analytics framework, the team reclassified roughly half of the activations in U.S. Cellular’s internal management report that previously had been attributed to offline channels.”

Attributes offline sales to online marketing activities

Google Confidential and Proprietary 12 Analytics Premium Bring data to life

! <script>!( f u n c t i o n ( ) { w i n d o w . a d s T r a c k e r = n e w gweb.analytics.AutoTrack({trackQueryParams:true,cookiePath:"/analytics/",profile:"UA-10005-1"})})();! </script>! <link href="//fonts.googleapis.com/css?family=Open+Sans:300,400,600,700&amp;lang=en" rel=! "stylesheet">! <link href="/analytics/css/default-nelson.css" rel="stylesheet">! <link href="//www.google.com/analytics/images/favicon.ico" rel="shortcut icon" type=! "image/x-icon">! !

url.com/gobbledegook/fud/id=123456789/unreadable.html

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Profile data

Interests

Demographics

Make data recognizable through categorization

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Category Contents Page Intent

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Create your own custom reporting architecture

Google Confidential and Proprietary 15 Analytics Premium The Avvo logo is the trademark of Avvo, INC.

Read the full study: http://goo.gl/MdkUNJ

“… Avvo could more clearly measure content views, ad impressions [on their internal ad serving tool], and clicks broken down by their internal regional and specialty classifications, allowing them to segment their pricing appropriately.”

Increases revenue through smarter custom reporting

Break down technology silos.

Media Customers Platforms

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Cross-Channel Digital Media

Customer Data Management

Cross-Platform Engagement

Tag Management

Integrations yield improved results

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Google Tag Manager

DoubleClick Digital Marketing

Adometry by Google

Analytics for Mobile Apps

Google Media Properties

Google BigQuery

Analytics Premium

Google’s integrated data & measurement solution

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Display Network

AdWords

Webmaster Tools

BigQuery

Tag Manager

Analytics Premium

How our tools work together

Drive/Sheets

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The biggest innovations in analytics today are happening on the white board.

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Do your analysts have the bandwidth

to find insights?

Is anyone incentivized to apply and act upon

these insights?

? Do your teams

ask the right questions?

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Thank you Questions?