Putting Google Analytics to Work - PR News2 . You (or your client) determine what to measure. 3 . 4...
Transcript of Putting Google Analytics to Work - PR News2 . You (or your client) determine what to measure. 3 . 4...
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Putting Google Analytics to Work for Your Brand and Clien ts
Louis Gray Google Analytics
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• Google Analytics Advocate
• Google r since 2011 Developer Relations, Google+, Blogger, etc.
• Longtim e Silicon Valley m arke te r and tech b logger
Lou is Gray
Twitte r: @louisgray | Web: lou isgray.com
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What you do is measurable. 1
You (or your clien t) de te rm ine what to m easure . 2
3
Analytics can ge t you close r to your use rs. 4
Analytics can de live r reports tha t show resu lts.
5
Tha t da ta will in form your next decisions.
Som e Upfron t Tru ths for PR Pros
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Analytics Academy
h ttps://ana lyticsacadem y.withgoogle .com /
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“Half the money I spend on advertising is wasted; the trouble is I don't know which half.” -- John Wanamaker
New World . New Rules.
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Today’s Customer Journey
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© Google Inc. 2016. All rights reserved.
MICRO−MOMENTS THE NEW BATTLEGROUND FOR BRANDS
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© Google Inc. 2016. All rights reserved.
per day
Walk to bus, listen to new music playlist 8:30am
Add more items to the Amazon Wishlis t 11:15am
Watch newes t YouTube videos from subscriptions 7:15pm
Back on bus , read up on early s ports s cores 5:29pm
While waiting in line, respond to IMs . 1:33pm
Use flashlight app to light way for la te jog. 11:09pm
Use Google Maps to find the neares t food truck 1:13pm
Grab ballgame tickets from Stubhub at work 11:36am
Wake up. Read email and Twitter. 6:50am
On the bus , read Google News and do more email 8:42am
150x
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Which custom er touch poin t d rives the sa le?
Last Click
First Click
Da ta -Driven
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Understand the cus tomer journey
of marketers surveyed don’t believe that their data sources are well integrated.
84%
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Attribution: Move from channe l silos to holistic business
• Think beyond a lone channe l • Think across the funne l • Break across organ iza tiona l silos
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Better business decisions
72% of m arke te rs
agree tha t a ttribu tion enab le s be tte r budge t decisions
44% of m arke te rs
are not using a ttribu tion
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© Google Inc. 2016. All rights reserved.
Creating a virtuous cycle
Understand the customer journey
Get insights, not data
Share insights with everyone
Deliver engaging experiences
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Key features to look for when choosing the right technology to power your marketing
Modern Tools = Key To Succes s
Users and journeys , not s es s ions and devices
Unders tand the full context of a user’s journey acros s channels and devices .
More ins ights , not more data
Acces s and collaboration powers smarter decis ions
The full power of your data , when and where you need it
Built in intelligence does the heavy lifting and quickly delivers ins ights .
Share the data , work together, and tell compelling s tories that inspire action.
Integrations to better unders tand and improve each consumer touchpoint.
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Track nothing 1
Tracking is b roken 2
TT 3
Track eve ryth ing & report on what is im portan t 4
Track eve ryth ing not knowing what is im portan t
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You Have Options for Tracking Data
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Demographics & interest reports
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Segmentation - m ore use fu l da ta cu ts.
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From website and m obile app ana lytics
Desktop Website
Mobile Web & App
To any othe r d igita l touch poin ts
Desktop Website
Poin t of Sa le
TV Se t-Top Box
What if you had a com m on ID for your custom er?
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Shifting from session-based ana lytics
Discove ry First Purchase
Re turn Purchase
Loyal Purchase
Unique Visitor 1
Google Search on Mobile
Curren t Session-Based View
Unique Visitor 2
Unique Visitor 3
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Discovery First Purchase
Re turn Purchase
Loyal Purchase
Unique Custom er
Google Search
Custom er-cen tric View
Lead Genera tion
User -ID = “38490185”
Toward a custom er-cen tric view
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Introducing Google Analytics User Explorer
User Exp lore r offe rs website owners a chance to see , on anonym ized basis, ve ry specific visitor in te ractions across the ir website . Found under the Audience tab .
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The New Data Landscape
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Marketers need the right capabilities
Sophisticated marketers who use analytics platforms are 3X more likely to outperform their peers in achieving revenue goals. 3x
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“ ...businesses that integrate multiple sources of customer and marketing data significantly outperform other companies in terms of sales, profits, and margin. They also had dramatically higher total shareholder returns. —From a study by Harvard Business Review, 2016 ”
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Get insights, not data
of marketers s a id that marketing measurement tools are difficult to use - reducing cros s -team collaboration.
Marketers with s imple and easy to use tools are more likely to outperform their revenue goals .
60%
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Analytics & Attribu tion
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Agree on business objectives, have a plan. 1
Collect da ta , and understand re levance . 2
3
Segm ent da ta and understand custom er journey. 4
Crea te and share va luable reports.
5
Attribu tion can accura te ly assess va lue .
Analysis best p ractices
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Thank You