Analytics 360 suite: Is it a game changer?

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Dara Fitzgerald @darafitzgerald Analytics Director @measurelab Google Analytics 360 Suite: Is it a Game Changer?

Transcript of Analytics 360 suite: Is it a game changer?

Page 1: Analytics 360 suite: Is it a game changer?

Dara Fitzgerald@darafitzgerald

Analytics Director@measurelab

Google Analytics 360 Suite: Is it a Game Changer?

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“An enterprise-class solution for a multi-screen world”.

Google Analytics 360 Suite.

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Google Analytics 360 Suite.

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“Built from our industry-leading tag management product, it empowers enterprise marketers to move faster and make decisions with confidence.

Tag Manager 360: Enterprise level tag management.

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Analytics 360: Formerly known as GA Premium.

Google Analytics Premium Analytics 360

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“Google Analytics 360, formerly known as GA Premium, will roll out exciting new capabilities as investments continue to grow. It will serve as the measurement centerpiece...”

Analytics 360: Indentify high value customer segments for targeting.

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Analytics 360: Benefits over GA Standard

Includes both Converting AND Non-converting journeys

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Analytics 360: Benefits over GA Standard

Applies imported data to historical GA data

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Analytics 360: Benefits over GA Standard

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Analytics 360: Benefits over GA Standard

Allows you to export hit level data!

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“Powerful data management platform (DMP) helps marketers understand their customers & find more like them.... Native integration with Google & DoubleClick, and open to 3rd party DSPs etc.”

Audience Center 360: Expand your reach and audience.

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“Website testing & personalization product helps marketers deliver better experiences.”

Optimize 360: Optimize the entire site experience.

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“Google Attribution 360, formerly known as Adometry, has been rebuilt from the ground up to help advertisers value marketing investments and allocate budgets with confidence.”

Attribution 360: Measure cross-channel performance.

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“New data analysis & visualization product. Integrates data across all suite products & other data sources - turning it into beautiful, interactive reports & dashboards. Based on Google Docs technology.”

Data Studio 360: Easily share results and insights.

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5 Underused Features of Google Analytics Standard

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#1. Enhanced Ecommerce

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#1. Enhanced Ecommerce

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#2. Custom Dimensions & Metrics

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#2. Custom Dimensions & Metrics

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#3. Data Import

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#3. Data Import

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#4. Multi-Channel Funnels

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#5. Core Reporting API

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#5. Core Reporting API

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Expect a lot more integrations and automation in the future with this new 360 suite. This could spell both good & bad news for those on the agency / media buying side.

Making success measurable

Thoughts to consider...

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"The era of fractional attribution in programmatic marketing is here and requires a measurement platform really built for this multi-screen world.” Paul Muret.

For this to hold true, we need significant improvements to cross-device tracking. Could this use cross-device methodology (based on G logins) used in AdWords?

Making success measurable

Thoughts to consider...

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Open DMP means no more “walled garden”.

Audiences can be created & shared with 3rd party platforms.

Making success measurable

Thoughts to consider...

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“Pay for additional products a la carte, and associated fees with increased usage, features and services”. Joe Osborne

Might Google introduce a lower tier for GA 360 based on volume?

What will the entry level be for each product?

Making success measurable

Thoughts to consider...

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The gap is likely to widen between the free and paid services!

Make GA Standard work a lot harder for you.

Most businesses are heavily underusing the platform.

Making success measurable

Thoughts to consider...

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A big thank you!

Dara Fitzgerald@darafitzgerald

Analytics Director@measurelab